In September, PROLINE+, which is the sole legal online sportsbook in Ontario, published results from a survey conducted with 1,000 sports bettors residing in Ontario.
Participants shared their perspectives on online gambling, the evolution of legal single-event betting,sports betting in Canada and their general attitudes towards sports wagering.
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The survey indicated a potentially significant revenue stream for operators — female sports bettors. This group encompasses not only PROLINE+ but also private operators — such asDraftKings Ontario Sportsbook — who are currently navigating the licensing process with the province's regulatory authority in what is anticipated to become a billion-dollar industry in Ontario.
An increasing number of women are engaging in sports betting in Canada — they represent a third of all bettors in the province. An OLG representative pointed to notable recent achievements in women’s sports, such as Canada’s gold medal win in Olympic soccer and Leylah Fernandez's impressive journey to the U.S. Open tennis finals last summer, highlighting the rising interest in single-event betting.
“There are meaningful ways to engage women that not only encourage their full participation but also ensure they feel comfortable while doing so.”
“Neglecting to Consider Women Would Be a Mistake”
Amanda Brewer, the country manager for Kindred Group in Canada and an advisor for the Canadian Gaming Association, mentioned that she has had numerous discussions about this subject as the regulated industry begins to take shape. Kindred is a major player in the online gambling sector with operations in the U.S., Australia, and Europe.
“It would indeed be a mistake to overlook women as a legitimate market for sports and event betting. There are multiple strategies to approach this,” she remarked. “Firstly, we should simplify the betting process and provide information that is accessible, enabling informed choices to be made.
“Secondly, we can develop content that focuses on events, like offering themed prop bets related to major televised award shows, such as the Academy Awards. This initiative isn’t about creating a superficial app that is just pink and decorated with rainbows, but rather about making the betting process engaging and entertaining, particularly through popular television shows and events.”
One-Third of US Bettors are Women
In September, PROLINE+ acknowledged substantial betting activity surrounding the Emmys and the popular series Ted Lasso. Research from the American Gaming Association aligns with the findings of the Ontario survey, showing that one-third of sports bettors in the U.S. are women. Brewer emphasized that catering to this demographic would be a significant focus for her as she takes on her role at Kindred, especially at this initial stage.
“Although I’m just starting my third week, being a woman leading our entry into Ontario, I am likely to prioritize identifying opportunities for content that resonates broadly with female audiences,” she noted.
Ontario is aiming for an early 2022 rollout forOntario online gambling and sports wagering.
Fromdeereplanet.com
