By Tatiana Martins, journalist at G&M News.
For years, the image of the typical online bettor has skewed male, with assumptions that women prefer casual or low-risk games. However, recent data suggests that reality is more complex and evolving. In Brazil, a survey “Women in Betting” in partnership with the betting platform KTO shows that 51% of sports bettors are now women. Many of them are aged 18-39, have higher education, belong to the middle class, and are concentrated in the states of São Paulo, Bahia, and Rio de Janeiro.
Beyond pink marketing
Historically, platforms tried to attract female bettors with designs thought to be “feminine”, pastel colors, casual games, bingo-style branding. Those strategies had some appeal but increasingly seem outdated. Studies reveal that women respond more strongly to trustworthy UX, clear information, and features that promote safety and fairness than to superficial gender tropes.
What numbers suggest
In the UK, data from YouGov shows that 62% of online bingo/keno players are women, a much higher share than women’s participation in sports betting or other verticals. In Brazil, the aforementioned survey also reveals women are using mobile devices predominantly and prefer betting on football, often limiting their spending and showing more cautious betting behavior than men.
Barriers and opportunities
One important barrier is perception: betting is often viewed as male-dominated, which can discourage female participation. Concerns about safety, privacy, fair treatment, and clarity are frequently cited. This cautious behavior is an opportunity: operators who offer clear terms, responsible betting tools, and transparent support could build trust more quickly with women bettors.
Designing for inclusivity
The chance lies in designing platforms that reflect diversity. That means better UX/UI, accessible interfaces, clear information, features for self-control, and community aspects like forums or chat. Importantly, inclusivity doesn’t mean separate or stereotyped features for women, but ensuring all users feel recognized and respected.
The bigger picture
Women bettors are already present, active, and growing. The evidence suggests their profile is more diverse and nuanced than stereotypes allow. For operators, ignoring this audience means passing up a significant portion of the market. As the sector matures, those who serve women with authenticity, fairness, and thoughtful product design have a strong chance of success.