Female Gambling Market On The Radar In SpainPublished December 22, 2017 by Lee R
The economic potential of the female market is revealed in a DGOJ report.
Online gambling has its own allure, which has until now traditionally been associated advertising and marketing-wise with the male gender demographic.
Marketing and engagement has until now primarily catered to customers who are males as most likely to patronize the online casino space.
Spain's Female Inclusion
This appears to be changing in Spain. While Spain’s regulated online gambling market remains a male-dominated space, the number of female gamblers is increasing by the day, with a spike seen in the past year.
Spanish gaming regulator Dirección General de Ordenación del Juego (DGOJ) reports that while 83% of players gambling at Spanish licensed sites are male, the number of females participating in the gambling market increased by 53.5% in the year 2015, with the midyear edition of slots being the key new development in the Spanish market over this tracking period.
As for other performance in the Spanish market, casino verticals jumped the most substantially year-on-year, to 80.4% in 2015. The second largest gainer was bingo at 37.6%, just ahead of the sports betting increase of 34.4%. Not all was positive, as poker dropped slightly at 2.1 percent year-on-year.
This data is culled from 985k total active player accounts with Spanish licensed casino operators, with the monthly average number of active players up 16.2% with an average playing time decline of 2.7%.
As for the gender breakdown, men spent more than twice as much £322 as women £146, with females aged 18-25 spending the least £15. Of new players, over 2.4m players registered accounts with a Spanish licensed operator by the end of 2015 for a 25.3% higher jump compared to the end of 2014, pushing the total number of registered accounts up to 5.45m. Robust growth will necessarily bring in more females quantitatively speaking, at a percentage yet to be determined.
The ability of gambling operators to market to females will obviously play a role in influencing that expansion. There are clearly economic benefits to harnessing the female market: the low yet growing percentage of female players indicates an untapped market of many more players who need to be appealed to and engaged more directly via the ever-expanding and popular online gaming medium.