It is a well-known fact that as a nation, Australians’ gambling habits are quite alarming, having the highest rate per capita when compared on a global scale. Aussies lose billions on gambling every year, be it from pokies available on free spins no deposit websites, table games, sports betting and more. Even more alarming is the fact that 40% of Australia’s 26 million population gamble on a weekly basis.
Recent data uncovered by the Australian Institute of Health and Welfare revealed that approximately 1.4 million Australians are at risk of gambling-related harm, which includes financial strains as well as negative impacts on their mental and physical wellbeing. With around 300,000 Australians being classified as gambling addicts, the growing gambling epidemic cannot continue to be ignored, with many calling for the Federal Government of Australia to restrict gambling advertising.
There have also been growing demands for the government to reevaluate the pokie industry and the negative effects it has on people’s daily lives. The convenience and accessibility of online gambling has also unfortunately opened the doors for younger generations to become gambling addicts, reinforcing the need for stricter reforms. The Alliance for Gambling Reform (AGR) also revealed that at least one person takes their own life due to their problem gambling behavior.
Operators Targeting Women
Researchers from the Institute for Health Transformation at Deakin University have highlighted the concerning practices many gambling operators are employing in order to specifically target women. These include advertising their platforms on popular reality shows such as “Married at First Sight” and “Love Island,” which are known to have a large female audience. The promotions are not limited to broadcast television, as they have also begun to appear on various social media platforms, including TikTok, with some female influencers going so far as to paint the activity as a fun and entertaining pastime for women.
Although gambling promotions are technically barred on TikTok, the social media giant agreed to allow Sportsbet to target young women as part of a controlled trial. These marketing efforts reflect the Australian online betting and entertainment site’s efforts to diversify its predominantly male client base and appeal to the female demographic. One such effort involved Sportsbet publishing an ad prior to the US Super Bowl promoting novelty bet markets, which allowed individuals to place wagers on what outfit Rihanna would wear, how long her performance would be, and what props she would use.
In another instance, the bookmaker tapped Australian influencer Luisa Dal Din to star in a video promoting their side. The title of the sponsored video read, “Me pretending I know horse racing to impress my crush.” A spokesperson for TikTok was quick to confirm that the ads were closely monitored and targeted users 21 years of age or older to minimize the risk of exposing minors while still managing to reach audiences on a platform they frequent. Users also had the option to stop seeing the ads.
Growing Concern
However, despite TikTok’s insistance that operators’ gambling advertising efforts are strictly controlled, the Alliance for Gambling Reform has expressed concerns as their promotional efforts become more and more aggressive. In fact, it was reported that last year betting companies in Australia spent a total of AU$280 million on sports betting ads. This TikTok trial has caused Australians who have not previously been exposed to gambling advertisements to be tempted by superficial bets like Love Island and White Lotus season three, minimizing the dangerous implications the activity can have.
Young women are still an untapped market for many gambling operators, representing ample opportunities to expand their businesses as it becomes more normalized. The gambling industry’s biggest hurdle is changing the perception of the pastime through advertising by appealing to what women like and what they can relate to. The situation is very similar to what the tobacco industry experienced when companies began designing products to appeal to women to diversify the market.
Industry Shift
It appears as if the gambling industry is finally catching up to the shift in gender roles that has seen women get more involved with the world of sports. While they have traditionally been more drawn to luck-based gambling such as lotteries and pokies, sports betting companies have taken advantage of the untapped potential the female market has to offer. Moreover, operators are even diversifying the events that people can wager on, going beyond the realm of sports and allowing women to make bets on reality TV competitions such as “The Bachelor.”
Although this may seem like a harmless attempt to attract a female audience, operators must acknowledge the risks associated with gambling, especially since women gamble to escape, according to research. It is now the government’s responsibility to continue to combat problem gambling behavior by enacting legislation designed to protect vulnerable people.
