Poll results: Female-targeted sportsbooks an underexploited opportunity
Majority of respondents to eGR poll believe a female-focused sportsbook could provide substantial revenues for operators
Operators could be missing out on a potentially significant revenue source by failing to provide sports betting products targeted at women, according to respondents to this week’s eGaming Review poll.
The response follows the recent launch of Gala Bingo’s sportsbook Flutter which the company said would try to break down the barriers to the “macho and often impenetrable world of sports betting”.
The Openbet-powered product features a range of sports and entertainment markets, including X Factor and Coronation Street, aimed at enticing its core female audience to place bets.
In this week’s poll we asked whether Gala had the right idea in targeting a female-dominated demographic with betting oppoertunities.
Almost half (45%) of respondents said operators could be missing out by failing to tailor their products to the female demographic, while 24% claimed it could generate some revenue but is unlikely to be a big money-spinner.
However a third (31%) of respondents were more sceptical targeting women as sports betting is not a product or market the bingo demographic is interested in.
Women account for approximately 75% of online bingo players, according to a survey by Costa Bingo, while sports betting has for years remained a predominantly male-focused vertical.