Hello Ladies: U.S. Sports Betting Operators See a Huge Rise in Women Bettors

Brittney Griner #42 and Skylar Diggins-Smith #4 of the Phoenix Mercury. Christian Petersen/Getty Images/AFP

If you’re sick and tired of gender-specific roles in the modern-day way of living, look no further for some intriguing statistics. Women are ramping up the sports betting numbers in the United States like never before, as new mobile device data has delivered record-breaking numbers.  

In 2021, over 4.6 million women registered with U.S. sports betting apps on either iOS or Android, consonant with the reported insights from GWS (Global Wireless Solutions).  

From the millions of registrations, percentages saw a dramatic 115% increase from the previous year. To gauge an understanding of how significant these figures are, 7.5 million male customers signed up with a sportsbook app during the same time frame.  

The Study  

The numbers were extracted from close to two hundred thousand smartphone devices throughout the United States.  

GWS stated that the mobile devices observed were dispersed throughout betting and non-betting locations to give an accurate reading on a national scale.  

Which Sportsbooks Received the Most Female Signups?  

FanDuel Sportsbook led the pack with more female registrations in 2021 than any fellow competitors; estimations believe 1.7 million new female members joined during the year. DraftKings came in second with 900,000.  

The impressive numbers from FanDuel weren’t by mistake; CEO of the company Amy Howe highlighted those women bettors were a considerable gap in the market they wanted to capitalize on before the Super Bowl.  

Women are 50% of sports fans, but those numbers aren’t transitioning into sportsbook users. Howe said: “This is a big priority for us; there’s a lot we’re doing to really try to own this.”  

The strategies implemented by FanDuel include an influx in sponsorship within women’s sports, such as the WNBA, women’s soccer, and tennis.  

Last week, Amanda Serrano faced Katie Taylor in the first-ever women’s main event at Madison Square Garden; FanDuel wasted no time sponsoring Serrano ahead of the most prominent women’s boxing contest in history.  

“I think it starts with supporting female athletes,” Howe commented. “As for the consumer, we’ve done some great things to try and make sports betting less intimidating to female consumers. There’s lots more runway there and an inspiring untapped opportunity.”  

The Work Doesn’t Stop  

An iGaming advisor, Scarlet Robinson, believes that operators were savvy in their attempts to focus on female gamblers but additionally highlighted a better job could’ve been done.  

“It is only smart to focus on expanding market share where others are not even paying attention,” Robinson said. “And it helps with image around diversity, especially when states like M.D. and V.A. want to see it demonstrated by licensed operators.  

“But it’s not as if there are ready0made sports betting communities for women going into this. I mean, look at some of the brand names; DraftKings, Barstool, MaximBet, and S.I. So, I expect it would take some time to build up.”  

A Positive Message  

Brianne Schawohl – a leading industry consultant – has implied the industry should alter the messaging within advertisements and produce content for women that isn’t sexualized. She highlighted FanDuel is the female go-to in brand marketing.  

“They clearly get input from women on their product. Do you want to attract female bettors? Get a woman’s input,” Schawohl said.