The Department of Trust (DoT) data from Q4 2024, covering 270,702 UK gamblers, shows female gamblers earn 31% less than males (£28,900 vs. £38,000) but have similar gambling behaviors, depositing 8.83 times monthly (£16.69 average) compared to males’ 9.42 deposits (£24.37). Women use 1.94 gambling sites on average, close to males (2.1), indicating strong engagement but untapped potential, especially among higher-earning women.
1. Operational Examples and Marketing Tactics to Attract Female Gamblers
Each bookmaker can implement targeted strategies to appeal to female clients, focusing on accessibility, community, and event-driven engagement. Here are specific examples:
Bet365
- Marketing Campaigns: Launch a “Women in Sport” campaign, sponsoring women’s football teams like Manchester City Women and airing ads during Women’s Super League matches. These ads could feature women placing bets on their phones, emphasizing ease and excitement, e.g., “Bet £5 on the Women’s Euros, get a £10 free bet.” Our prior conversation noted Bet365’s global reach and 100 million customers, so they can afford high-visibility campaigns to attract women.
- App Enhancements: Add a “Betting Basics” section to their app, with short videos explaining terms like “each-way” for horse racing, a sport women engage with during events like the Grand National. The DoT data shows women deposit frequently (8.83 times monthly), likely via mobile, so Bet365 should optimize their app’s interface with pastel colors and clear menus to appeal to women.
- Social Media: Partner with female influencers on Instagram, like sports bloggers, to share betting tips for events like Wimbledon. For example, a post could show a woman betting £10 on a tennis match, highlighting Bet365’s live streaming feature, which we discussed as a key service.
- Event Promotions: Offer “Ladies’ Day” bonuses during the Cheltenham Festival, a horse racing event popular with women, such as a 10% cashback on bets up to £20. This aligns with women’s preference for low-stake, fun bets.
Ladbrokes Coral (Entain)
- Marketing Campaigns: Run TV ads during soap operas like Coronation Street, showing women enjoying online bingo with friends. The ad could depict a virtual “Bingo Night” on Ladbrokes’ platform, emphasizing chat features and £50 jackpots. As part of Entain, with £2.5 billion in revenue, they have the budget for prime-time slots.
- Website Features: Enhance their bingo platform with a “Community Hub” where women can join themed rooms, like “Movie Night Bingo,” and interact via chat. The DoT data suggests women value social gambling, and Ladbrokes’ 2,000+ betting shops show their retail strength, which can cross-promote online bingo.
- Social Media: Create TikTok videos with quick tutorials on betting for women’s sports, like netball, using hashtags like #LadbrokesLadies. For instance, a 30-second clip could show a woman betting £5 on a netball match, highlighting Ladbrokes’ competitive odds.
- Event Promotions: Host a “Women’s World Cup Predictor” game, where players guess match scores for free bets. This low-risk format suits women’s £16.69 monthly deposit average and encourages sports betting engagement.
Betfred
- Marketing Campaigns: Sponsor women’s golf events, like the Women’s British Open, and run radio ads on stations like BBC Radio 2, popular with women aged 35–55. The ad could feature a woman betting £10 on a golfer, saying, “Betfred made it simple!” Our conversation noted Betfred’s high-street success, so they can leverage their 1,400+ shops for brand visibility.
- App Enhancements: Add a “Quick Bet” feature to their app, allowing women to place £1–£5 bets on slots or sports with one tap, catering to their lower average deposits (£16.69). Betfred’s focus on traditional betting can be modernized for mobile-first female users.
- Social Media: Use Facebook groups to promote Betfred’s virtual slots, sharing posts about new games like “Rainbow Riches,” which appeal to women. A post could offer 10 free spins for a £5 deposit, driving engagement.
- Event Promotions: Offer boosted odds for women’s tennis during the US Open, e.g., 5/1 on a top player winning, marketed via email to female users. This taps into women’s interest in major sporting events.
2. Types of Games Female Gamblers Prefer
Industry trends and the DoT data context suggest women prefer games with social elements, low stakes, and event-driven excitement. Here’s how these align with each bookmaker’s offerings:
Bingo:
- Bet365: Offers bingo rooms like “Age of the Gods Bingo,” with tickets from £0.10 and jackpots up to £100. Women enjoy the chat features, connecting with others while playing, aligning with their 1.94 site usage for social gambling.
- Ladbrokes Coral: Their “Bingo Bonanza” rooms are popular, with £0.05–£1 tickets and community jackpots. Women favor these for their affordability and social vibe, like chatting during a £20 prize game.
- Betfred: Provides “Cash Cubes Bingo,” with £0.10 tickets and £50–£500 prizes. Women are drawn to its simplicity and frequent games, suiting their £16.69 monthly deposits.
Slots:
- Bet365: Features slots like “Starburst” and “Gonzo’s Quest,” with bets from £0.10. Women prefer these for their colorful themes and low stakes, often playing during downtime.
- Ladbrokes Coral: Offers “Cleopatra” and “Rainbow Riches,” with £0.20–£2 spins. These appeal to women for their engaging narratives, fitting their lower net spend (£55.04 monthly).
- Betfred: Known for “Eye of Horus,” with £0.10–£5 spins. Women enjoy its Egyptian theme and quick gameplay, ideal for casual sessions.
Sports Betting (Event-Driven):
- Bet365: Women bet on major events like the Grand National or Women’s World Cup, favoring simple bets like £5 on a horse or match winner. Our discussion highlighted Bet365’s live streaming, which enhances engagement for women watching events.
- Ladbrokes Coral: Popular for horse racing bets during Royal Ascot, where women place £2–£10 each-way bets for fun, not complex accumulators, aligning with their 30.6% deposit share.
- Betfred: Women engage with football betting during the Women’s Euros, placing £5–£10 bets on outcomes like “over 2.5 goals,” drawn by Betfred’s high-street trust.
Casino Games:
- Bet365: Offers live roulette with £0.50–£10 bets, appealing to women for its interactive dealers and social feel, like a virtual casino night.
- Ladbrokes Coral: Their live blackjack tables (£1–£20 bets) attract women who enjoy strategic, low-stake games, often played socially.
- Betfred: Provides “Quantum Roulette” with £0.20–£5 bets, popular for its fast pace and low entry point, suiting women’s budgets.
3. Potential Revenue Increase from Female Gamblers
Using the DoT data, we can estimate revenue potential from female gamblers for each bookmaker:
Current Female Deposits:
Women deposit £16.69 monthly (8.83 deposits), totaling £147.37 annually per female gambler. With 32% of 270,702 gamblers being female (86,625 women), current annual revenue from female deposits across the industry is ~£12.76 million. Assuming each bookmaker has a proportional share based on market size (Bet365: 40%, Ladbrokes Coral: 35%, Betfred: 15%), their current female revenues are:
- Bet365: £5.10 million
- Ladbrokes Coral: £4.47 million
- Betfred: £1.91 million
Targeting Higher-Earning Women:
If each bookmaker increases female participation by 10% (adding ~2,888 female gamblers per bookmaker, assuming equal distribution) and raises average monthly deposits by 20% (to £20.03, or £176.84 annually), new revenue per bookmaker would be:
- Bet365: Additional £0.51 million (2,888 women × £176.84)
- Ladbrokes Coral: Additional £0.51 million
- Betfred: Additional £0.51 million
Upselling Existing Clients:
If existing female gamblers increase deposits to £20.03 monthly (£176.84 annually), total female revenue per bookmaker would rise:
- Bet365: £6.13 million (20% increase, or £1.03 million more)
- Ladbrokes Coral: £5.36 million (20% increase, or £0.89 million more)
- Betfred: £2.29 million (20% increase, or £0.38 million more)
Ambitious Scenario:
If deposits match male levels (£24.37 monthly, or £215.18 annually), revenue could jump significantly, though this is less likely given income disparities:
- Bet365: £7.46 million (46% increase, or £2.36 million more)
- Ladbrokes Coral: £6.52 million (46% increase, or £2.05 million more)
- Betfred: £2.79 million (46% increase, or £0.88 million more)
For context, Bet365’s £2.3 billion revenue means a £1–2 million increase is modest (0.04–0.09%) but valuable in a competitive market. Ladbrokes Coral (£2.5 billion) and Betfred (~£0.8 billion) see similar proportional gains, with Betfred benefiting most relatively due to its smaller base.
4. Impact of Problem Gambling Measures on Female Clients and Bottom Line
Each bookmaker implements responsible gambling measures, impacting female clients and profitability. Here’s how, with specific examples:
Bet365
Measures:
- Affordability Checks: Uses financial risk checks, affecting 25% of gamblers per DoT data. Women earning £28,900 may face deposit caps if spending exceeds 10% of income (e.g., £50 monthly).
- Self-Exclusion: Offers GAMSTOP integration, allowing women to block access. Our conversation noted Bet365’s regulatory compliance, ensuring robust tools.
- Messaging: Runs “Safer Gambling” banners on their app, linking to GambleAware during women’s football streams.
- Stake Limits: Voluntary slot limits (£2–£15) protect women playing “Starburst.”
Impact on Female Clients:
- Positive: Protects low-income women, e.g., a woman betting £100 on bingo sets a £20 limit, preserving her budget.
- Negative: Overzealous checks may deter engagement. A woman depositing £30 for the Grand National might abandon betting if asked for bank statements, given women’s lower deposits (£16.69).
Bottom Line:
- Short-Term: 5% deposit reduction (e.g., £0.26 million loss from £5.10 million) if checks limit 10% of female clients.
- Long-Term: Ethical branding attracts higher-earning women, potentially offsetting losses with £0.51–£1.03 million gains.
Ladbrokes Coral
Measures:
- Affordability Checks: Entain’s AI-driven checks flag excessive spending, impacting women with £55.04 net spend.
- Self-Exclusion: Promotes GAMSTOP in betting shops and online, visible in bingo rooms.
- Messaging: Displays “Bet Responsibly” ads in shops and during women’s netball broadcasts.
- Funding: Contributes £20 million annually to gambling treatment, per industry pledges.
Impact on Female Clients:
- Positive: Helps women manage spending, e.g., a woman playing “Cleopatra” slots sets a £10 weekly limit.
- Negative: Shop-based checks may feel intrusive, reducing in-person bets at Royal Ascot.
Bottom Line:
- Short-Term: 5% revenue dip (£0.22 million from £4.47 million) if checks reduce deposits.
- Long-Term: Trust from responsible practices could drive £0.51–£0.89 million in new female revenue, especially via online bingo.
Betfred
Measures:
- Affordability Checks: Implements checks in shops and online, affecting women betting £5–£10 on football.
- Self-Exclusion: Offers shop-based exclusion and GAMSTOP, advertised in “Cash Cubes Bingo.”
- Messaging: Runs “Take Time to Think” ads on radio, targeting women listeners.
- Stake Limits: Caps virtual slots at £10, aligning with women’s low-stake preferences.
Impact on Female Clients:
- Positive: Protects casual bettors, e.g., a woman betting £15 on the Women’s British Open sets a £10 limit.
- Negative: Shop checks may discourage small bets, reducing footfall at high-street locations.
Bottom Line:
- Short-Term: 5% revenue loss (£0.10 million from £1.91 million) from reduced deposits.
- Long-Term: Community trust could add £0.38–£0.51 million, leveraging Betfred’s 1,400 shops for female engagement.
5. Recommendations for Balancing Growth and Responsibility
- Bet365 can focus on live streaming women’s sports with beginner-friendly betting guides, e.g., a “How to Bet on the Women’s Euros” video, while promoting deposit limits to retain trust.
- Ladbrokes Cora can expand bingo room themes (e.g., “Pop Culture Bingo”) to attract younger women, with clear bonus terms (e.g., 5x wagering) to avoid alienation.
- Betfred can use high-street shops to host “Ladies’ Betting Nights” for events like Royal Ascot, offering £5 free bets and responsible gambling workshops.
By implementing these strategies, Bet365, Ladbrokes Coral, and Betfred can grow female revenue by £0.38–£2.36 million each, depending on execution, while maintaining ethical practices to protect clients and avoid regulatory fines, ensuring long-term profitability.