Women in gaming: Why acquisition strategies don't need to be gender specific
As part of our International Women's Day series, Mary Ivanova, affiliate director at 7StarsPartners, explores whether it’s possible to design promotional campaigns for women and why hiring more women will benefit your business
Looking at the world of igaming, it isn’t hard to find an impressive range of accomplished, strong and talented women. From C-suite executives to entry-level graduates, our industry is increasingly led by women. That’s a fantastic thing for everyone involved – male or female.
In this industry and beyond, when women are given greater opportunities, everybody is elevated, irrespective of their gender. The diversity of perspectives which women bring to the table will improve the quality of your company’s output, and the female professionals I’ve had the pleasure of working with are especially effective under pressure.
7StarsPartners has an equal number of male and female staff, which makes for a productive, healthy and enjoyable working environment. We’re not just colleagues but friends and every member of the team brings a unique skillset to the table.
For example, many of the women in our company showcase their extraordinary negotiation skills on a daily basis, and I’ve got male colleagues whose technical expertise never cease to impress. Everyone pitches in, and promotions are awarded exclusively on merit, with gender completely irrelevant.
And gender is not just irrelevant from a staffing perspective – it shouldn’t factor into your customer acquisition strategy, either. There is no such thing as a promotional campaign geared towards women because if the product you are advertising is of sufficient quality, then customers will come – and that includes both men and women.
Yes, it’s still the case that a majority of those who gamble regularly are male. But that’s changing rapidly – and will continue to do so in the months and years to come. I predict that it won’t be long before our sector’s customer base is comprised of women and men in equal measure.
I draw great inspiration from the women building their careers in today’s gambling industry. That extends beyond my exemplary female colleagues here at 7StarsPartners, as the female CEOs you are starting to see within igaming are a fantastic source of inspiration too.
To any young women considering a career in the affiliate sector, I’d say this: go for it! Never give up on your ambitions, work hard and don’t be afraid to make your voice heard.
Mary Ivanova is affiliate director at 7StarsPartners. Having studied the romance languages and literature at Kyiv National Linguistics University, Ivanova has spent three years at 7StarsPartners, starting as a senior affiliate manager before becoming affiliate director.