iGaming Industry
Deakin University launches new study on female gambling and the influence of pop culture on betting
THE RISE of reality television betting, female-targeted pokie machines and Instagram influencers will form part of new study on women’s changing attitudes towards gambling.
The research, undertaken by Deakin University, will analyse if the saturation of advertising is making gambling more socially acceptable for young women.
Associate Professor Samantha Thomas, from Deakin’s School of Health and Social Development, said gambling companies were increasingly targeting women with a range of tailored marketing strategies.
During Melbourne Cup week, online bookmakers were using female celebrities and influencers to promote products in their social media posts.
“It also includes the promotion of entertainment options and women’s groups from clubs and hotels, and a range of female-centred entertainment options from the casino,” Associate Prof. Thomas said.
“The manufacturers of poker machines are using branding that is much more friendly and appealing to younger women as well, including the development of Britney Spears, Ellen and Big Bang Theory themed machines.
“And bookmakers are even offering gambling markets on events that are popular with young women, such as The Bachelor.”
Associate Prof Thomas said women’s traditional preference for luck-based, rather than skill-based, gambling is changing.
Until recently online bookmakers typically gave women a decorative role in advertising, but they are now starting to feature women as the protagonist.
“The new Crownbet ad specifically features a woman — Australian actress and model Nicky Whelan — repeatedly using the tagline: ‘If I were a betting man’. The ad portrays a sense of female empowerment and confidence through wagering,” she said.
The new study will access if the saturation of advertising is making gambling more socially acceptable for young women, and why their attitudes towards some forms of gambling, such as sports betting, are changing.
“While there has been a significant amount of research on young men and gambling, there is almost no research on the gambling behaviours of young women in Australia,” Associate Prof Thomas said.
“We want to properly understand this behaviour so we can develop strategies to help reduce and prevent gambling harm among young women.”
Researchers are looking to speak with young women aged 18-34 who have gambled on the pokies, horses, sports, or at the casino in the past year.
To find out more about the study, email [email protected].
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Source: EEGaming.
Supremeland Gaming, the emerging brand in American iGaming, announced the approval of an interim Supplier License in West Virginia, further solidifying its position as a key player in the rapidly expanding iGaming industry. This milestone marks the company’s third approval following the successful acquisition of the first approvals in Pennsylvania and New Jersey.
Supremeland Gaming is approved to operate under this interim license and is now authorized to offer its cutting-edge innovation to the Mountain State.
Supremeland’s game portfolio has garnered international appeal since its debut in November 2023. The innovative brand promises cutting-edge slot play, combining immersive storytelling, state-of-the-art graphics, and impressive bonuses.
Rickard Öhrn, CEO of Supremeland Gaming, said: “The acquisition of our interim Supplier License in West Virginia is a pivotal step in our journey, reflecting on our dedication to delivering innovative experiences to a broader audience. As we expand our footprint, our commitment to excellence remains unwavering, and we look forward to contributing to the vibrant gaming landscape in the Mountain State.”
Supremeland is gaining traction for its emerging portfolio of top-notch games, including Red Panda Rising and the international debut title, Munition Mine, underscoring its commitment to pushing the boundaries of innovation in the iGaming industry.
Pragmatic Play, a leading content supplier to the iGaming industry, is continuing its momentum in the Latin American market, after signing an agreement to take its three biggest products live with Betsala.
The agreement will see Pragmatic Play’s full portfolio of award-winning Slot content go live, including recently released Slot titles Loki’s Riches and The Big Dawgs in addition to familiar player-favourites such as Sugar Rush and Gates of Olympus.
Betsala customers will soon gain access to Pragmatic Play’s Live Casino products upon integration being completed. The sector has been a focus for the provider over the previous 12 months with releases such as the dynamic Treasure Island game show which complements Pragmatic Play’s comprehensive range of casino classics such as Roulette, Mega Roulette, and Blackjack which are also available on the platform.
Completing the product offering is Pragmatic Play’s cutting-edge 3D renderings of popular sports such as horse and greyhound racing, football, and motorsports.
The latest LatAm development for Pragmatic Play sees it further boost its profile across the region where it has cemented its status as a leading supplier of casino experiences.
Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Proving LatAm is still a key source of growth, Pragmatic Play is delighted to now count Betsala as another valued partner in the region.
“Pragmatic Play’s three leading products will soon be on the platform, and we look forward to even more players discovering its robust and engaging offering.”
Albert Bellavista, CEO at Betsala, said: “Pragmatic Play has built a stellar reputation across Latin America for its high-quality experiences, and we welcome them as our latest partner to bolster our offering and provide more thrills than ever.
“Most iGaming enthusiasts worldwide are already familiar with Pragmatic Play’s titles and we know the upcoming addition of its content will come with a great response from our players.”
Pragmatic Play, a leading content supplier to the iGaming industry, is set to make another appearance at a Latin American summit, at SAGSE LATAM in Buenos Aires.
Taking place across two days from March 20th-21st, the event sees iGaming professionals gather at Buenos Aires’ Hilton Hotel for the 32nd edition of the iconic exhibition.
SAGSE LATAM marks the second summit attended by Pragmatic Play in Latin America in 2024, with its new immersive proposal Pragmatic Play Experience, after an extremely successful exhibition tour in 2023, which saw the provider make inroads across the continent and impress industry representatives.
The gaming provider will be at Stand 120 to showcase its diverse portfolio, including Slots, Live Casino, Virtual Sports and Bingo content, alongside its brand-new Sportsbook solution.
In addition, Pragmatic Play will be a platinum sponsor of the event, highlighting the importance of such industry exhibitions and the vital role the leading provider plays in them.
Victor Arias, VP of Latin American Operations at ARRISE powering Pragmatic Play, said: “Pragmatic Play is proud to be a platinum sponsor of SAGSE LATAM and to be influential in shaping the future of the Latin American iGaming market. With a comprehensive multi-product offerings and solutions, it is poised to capitalise on the immense opportunities that the region presents.
“With an exciting range of panel discussions and interactivities that the conference brings, it is set to be yet another momentous date in the LATAM gaming calendar.”
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