The surge in gambling popularity across the United States has brought to light the often-overlooked presence of female gamblers. Despite an increase in their participation in this traditionally male-centric arena, women's experiences are frequently sidelined. Kurinn Wright from Kindbridge recently discussed with Gambling Insider how this oversight affects women dealing with gambling issues.
As societal norms evolve, more women are engaging in gambling than ever before. However, this rise in participation also correlates with a heightened risk of gambling-related problems. Unfortunately, the focus of gambling policies, research, and treatment programs tends to center on men's experiences, leaving women at a disadvantage.
Wright, a problem gambling coach at Kindbridge Behavioral Health, emphasizes the importance of education and awareness in addressing this gap. In an interview on May 27, she stated, “Education plays a huge role in helping women get a grip on the addiction.” She leads a weekly online recovery group specifically for women, aiming to foster understanding and support.
With increased education comes a greater awareness of potential gambling issues, empowering women to take action. Wright notes that many women initially feel as though they are losing their minds or that there is something inherently wrong with them. “No, you’re not crazy. Maybe there is something going on with the brain, but it can be rewired,” she reassures them.
A recent meta-analysis published in The Lancet revealed that globally, 46.2% of adults had gambled in the past year. While men reported higher rates at 49.1%, a significant 37.4% of women also admitted to gambling. Among adults, 8.7% engaged in risky gambling behaviors, with 1.4% classified as problematic gamblers. Notably, the highest rates of problem gambling were found among individuals who play slots or use online casinos, both of which are increasingly popular among women.
A 2023 study from Rutgers highlighted that 56.4% of women in New Jersey had gambled in the past year, indicating a growing trend. Michelle Malkin, who leads the Gambling Research and Policy Initiative at East Carolina University, attributes this increase to several factors, including the normalization of gambling and its pervasive advertising.
In response to this trend, gambling companies are shifting their marketing strategies to appeal more directly to women. For example, Fanatics Sportsbook collaborated with Kendall Jenner for a Super Bowl ad campaign, playing on the “Kardashian Kurse” concept. The ad suggests that Jenner's lavish lifestyle is funded by betting against her exes, encouraging viewers to “Bet on Kendall.”
Additionally, FanDuel has appointed sports broadcaster Erin Andrews as its latest responsible gaming ambassador, while DraftKings has launched a campaign featuring Basketball Hall of Famer Lisa Leslie. Gambling firms are also targeting women through advertisements on platforms related to shopping, gossip, and entertainment, presenting a unique challenge for women like Wright’s clients who are trying to manage their gambling habits.