Women now make up 48.38% of the online gaming market according to a recent study by the e-advertising firm, Hitwise.
A recent study of female involvement in online gaming has concluded that four times as many women played at online casinos in 2011 than in 2007.
It seems more women are enjoying gaming than ever before thanks to the success of online gaming industry, in particular bingo and online slots. While men overwhelmingly choose casinos, poker and sports betting, women are much more likely to play online slots and bingo, with online bingo twice as popular among women as men.
The online environment has attracted women to gaming due to its ease of access. Online sites also provide women with a safe environment and one free from intimidation by other land-based casino goers.
Traditionally, gambling has been a male preserve and casinos and poker rooms, both online and offline, have marketed themselves towards men. However, with the emerging market of female gamblers now making up nearly half an online casino’s client base, online gambling providers and affiliate sites may need to modernise their advertising to appeal to both genders.
Melissa Lavigne-Delville, spokesperson for advertising and marketing company, Women at NBCU, commented: “As this growing number of digitally-dependent women alters the landscape in unexpected ways, marketers need to react in real-time.
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