More than just a number: the importance of empowering women in igaming

Trade events provide us with a good indicator of the present state of the industry, from the latest in product development to new market opportunities. They also disclose some home truths on where further improvement is required.

From the conferences I have attended so far in 2024, it is evident that there is still a long way to go in ensuring females are better represented within our industry. The US landscape is heavily male-dominated, and this has been reflected when walking the exhibition floors and attending panel discussions.

Encouragingly, though, positive steps have been made to influence changes in workplace cultures and attitudes towards women.

While there will always be an emphasis on our male counterparts to support equality and inclusion initiatives, it is women themselves who can accelerate greater change. That is achieved by showing an insatiable drive to succeed, as well as wanting fellow women to succeed.

Importance of female support networks

There is an increasing demand for female-led support and mentorship groups, particularly as the global expansion of online gaming continues.

Organizations such as Global Gaming Women (GGW) in the US offer female industry professionals a variety of resources to support and inspire their development, including training courses, lean-in circles, mentorship, and networking events.

I have personally taken part in some of these events, which have allowed me to connect with numerous amazing people. One of my main personal objectives this year is to participate in more events, whether through GGW or similar initiatives, to add value where possible and broaden my own horizons.

There is a real opportunity for emerging industry markets such as the US to get a head start on promoting diversity, equality, and inclusion. Businesses in the US can learn from decades of online betting operations across Europe and avoid mirroring those mistakes made across the pond to foster a culture of inclusion that prioritizes diversity in representation.

Establishing core business values

In addition to female-first support groups, it is pivotal that companies truly value a diverse workforce, rather than treating it merely as a box-ticking exercise. Roles and promotions should be awarded to the most deserving candidate, as opposed to a business striving to achieve gender-split percentage targets within a certain timeframe.

There needs to be a fundamental shift in how the industry views women. Women in gaming are not just a number and should not be defined by stats. Instead, we should shine a spotlight on female success stories with a view to inspiring the next generation of industry professionals.

This begins with businesses within the sector, and it is crucial that these outline their key values. I am lucky that White Hat Studios goes above and beyond to promote an inclusive working environment. At a recent workshop in Prague, we dedicated time to aligning our core company values, of which ‘treating everyone equally’ was established as one of the five.

Not only does diversity in the workplace lead to a holistic approach to problem solving and innovation, but it also attracts more candidates, resulting in a far-improved talent pool overall. It is a win-win for all involved.

Driving further change

Looking ahead, I encourage the next generation of women entering our sector to be as proactive as possible in building their network. Seek out advice, education, and mentorship from female support groups. Sharing experience and guidance can be key factors in supplementing one’s knowledge. For me, knowledge is confidence. It is okay not to know everything, so ask questions and find out. I maintain that people do business with people, so treat everyone with respect and prioritize relationship building.

Furthermore, do not be afraid to take risks. Push yourself outside of your comfort zone. This is where we experience growth as people and professionals.

Finally – and this goes out to all within the industry – celebrate female success stories. Do not allow women to be represented by numbers on a report. Highlight the challenges that women face to showcase relatable setbacks and demonstrate how these obstacles can be overcome. The desire to support women in gaming has never been stronger, so join the movement to empower the next generation of aspiring females.

Holly Fairweather is the director of US accounts at White Hat Studios, the ‘House of Brands’ provider to the US igaming market.

Holly has an abundance of experience in delivering superior account management support to operators worldwide, including work with multiple industry giants such as NetEnt and Pragmatic Play in senior roles.