Sports betting has historically catered primarily to young men, skewed by gendered marketing and dated stereotypes. Yet in recent years, the industry has pivoted, embracing inclusivity not just as a moral imperative but as a vital growth strategy. All the best betting websites are redesigning experiences, regulators are pushing diversity commitments, and communities once overlooked are now central to how operators evolve.
There has been a huge surge of interest in online sports betting, especially in the US, since the relaxation of gambling laws in 2018, and betting operators have recognized that there are new, virtually untapped markets out there. It is not as though these “new” demographic groups had no interest in betting on sports before – it was more that they had never been given the chance, or felt welcome as part of the betting community.
Rethinking the Female Audience
A seismic shift in demographics has prompted major sports betting platforms to rethink their approach to female users. Authentic campaigning has been a very prominent move by some, creating hubs around International Women’s Day, highlighting women’s sports in particular and tailoring specialized odds. There has also been a step taken to offer bonuses and boosts in line with the parallel move to equal pay within the sports themselves.
The increased exposure of women’s sports has also helped with increasing female bettor numbers. Greater media attention has prompted more people to bet on WNBA games – and women’s college basketball has also experienced greater interaction. The NCAA’s March Madness in 2024 – and two of the standout female stars, Caitlin Clark and Angel Reese – was a particularly noticeable event that increased numbers, as was the Women’s soccer European Championship.
This new inclusivity has then guided design. Platforms are injecting “softer” language and smoother onboarding for novices, particularly women users. Sportsbook visibility at women’s sports events and women-only watch parties have made sports betting feel more communal and approachable.
Beyond Women: DEI as Business Strategy
Diversity, Equity, and Inclusion (DEI) is transitioning from buzzword to corporate priority. Involving more people from more diverse backgrounds has been recognized as a positive move to make the whole betting experience more inclusive. Operator-led DEI programs have been instrumental in this, including scholarship funds (benefitting first-generation students), partnerships with HBCUs, leadership development initiatives, and procurement support for minority-owned vendors. Workplace resource groups have also contributed to a greater sense of involvement in the infrastructure of sports betting.
This evolution has been marked as an industry-wide movement. Reports show tangible progress, with non-binary staff hiring rising dramatically across the world. Women now occupy over a quarter of all executive roles in the industry, with even more in non-executive positions. These numbers show a promising future for parity within the sports betting world. Greater participation by people with more diverse backgrounds also helps create a sense of belonging. It is telling that there has also been a huge leap in the number of minority-owned startups in the industry over the last few years.
All of this matters because studies consistently show that diverse leadership and customer bases drive innovation, competitive edge, and revenue growth. Companies that embrace inclusivity often outperform their peers and expand into new markets with greater success.
Technology and Access
Another factor that has revolutionized the sports betting industry – and countless others – is advances in technology. Smartphones, in particular, have had an incredible effect on reshaping accessibility. This tech, and other handheld devices, have made betting more available to a broader demographic.
Women have greatly benefited from the ease of access to betting platforms. The technology available now has broken down the existing participation barriers. There is also little doubt that further advances in the future will open up sports betting to an even wider audience and make it more inclusive.
Socially Conscious Moves and Global Reach
Being more inclusive does not just mean gender, of course. Greater access for all includes ability, disability, ethnicity, and nationality. Tech plays a huge role in this, as we have already seen, but marketing efforts with a socially conscious start-off point can really help with making the entire industry more inclusive.
Betting platforms themselves can be the originators of projects and programs to incentivize and attract wider demographics. Betting online has not always been as possible in more developing countries as in places where gambling has played a more traditional role – but there is a greater ability to reach more people now.
Conclusion
The sports betting industry today stands at a crossroads – moving from traditional stereotypes to broader inclusivity that is much more than just a social gesture. It is a strategic catalyst for growth that has begun to pay off for the industry, as well as for the community. Platforms that design intentionally, market authentically, and build diverse teams are capturing new audiences and reshaping the competitive landscape,
Inclusivity in sports betting means acknowledging real audiences: women, minorities, differently-abled individuals, and community-driven groups. There will still be missteps and marketing mistakes to be made as the betting platforms search for newer audiences and expanded customer bases. But the cultural, financial, and social uplift to inclusion is already clear – and poised to define the industry’s future.