It's time for women to step forward with confidence
For Aisha Parks, head of finance at affiliate QiH Group, the industry has been a welcoming one, where she has worked hard to advocate for women to define success on their own terms
The online gambling industry presents unique challenges regarding diversity, often being perceived as male dominated.
However, it is crucial to recognise the conversation about diversity is not solely a women’s issue – it is an industry-wide concern that requires the involvement of men as allies.
Similar patterns exist in igaming, where hiring practices often favour candidates with prior industry experience, predominantly men. The prevailing trend of hiring people with similar backgrounds perpetuates a cycle of homogeneity.
But according to Statista, there is not a huge gulf between women and men as gamblers, where 32% of women engage in gambling activities compared to 40% of men.
Furthermore, in 2022, 20% of recently established igaming businesses were led by women, according to advocacy group Prowess.
Yet the lack of female representation in the industry removes the commercial opportunity of a greater target audience.
It’s not about masculine versus feminine
Driving representation goes beyond implementing policies. It requires cultivating a culture of inclusivity and authenticity.
I support women showing up as their true selves, advocating against descriptive and prescriptive bias as a way to stamp out outdated stereotypes that leadership is somehow akin to masculinity.
The significance of visible role models cannot be overstated. The absence of diverse representation in leadership can perpetuate the misconception that certain roles are inaccessible to specific demographics.
This is why it’s essential to advocate for greater visibility and inclusion at all levels of business. To women contemplating a career in igaming, I say this industry offers a unique chance to leverage transferable skills and expand your professional repertoire.
It’s also essential to recognise the onus of inclusion is not solely on men. Women must also take the initiative. Embrace the uncertainty that comes with applying for roles, knowing rejection is part of the journey.
The presence of more women in leadership doesn’t pose any greater threat to an individual’s position. In fact, increased diversity in leadership broadens perspectives, unlocks new opportunities and drives meaningful progress.
At QiH Group, we are committed to cultivating an environment where everyone, regardless of gender, is empowered to thrive. This dedication not only promotes inclusivity, but it also fuels innovation and sustainable growth for our organisation.
Moreover, I prioritise mentorship and the sharing of information. The mentorship model reinforces the importance of leadership representation and cultivates an environment where learning from the risk of failure and the opportunity of chance is embraced. Women should feel empowered to define success on their terms.
The conversation around representation must include men, as their involvement is critical for progress and they too are direct beneficiaries of it.
We see this in industries such as hospitality or medicine, where the increasing presence of men in roles traditionally held by women has reshaped perceptions and opened doors in areas some men actually prefer, rather than also being restricted to stereotypical positions.
As men learn to embrace roles that allow for greater opportunities, they contribute to creating spaces that enable women to step into leadership positions. This holistic approach to diversity not only benefits women but enriches the entire workforce.
As head of finance, Aisha Parks played a pivotal role in QiH Group’s expansion into the US market, successfully navigating complex regulatory landscapes and securing the necessary igaming licences across multiple states for its subsidiary, Wizard Interactive LLC. She holds an MBA from the University of Warwick and is a certified chartered accountant.