{"id":277493,"date":"2023-06-14T17:47:52","date_gmt":"2023-06-14T22:47:52","guid":{"rendered":"https:\/\/www.casino.org\/news\/?p=277493"},"modified":"2023-06-15T11:13:03","modified_gmt":"2023-06-15T16:13:03","slug":"sports-betting-industry-has-work-to-do-with-gen-z-women","status":"publish","type":"post","link":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/","title":{"rendered":"Sportsbook Operators Struggle to Attract Women, Gen Z Clients"},"content":{"rendered":"

It\u2019s been more than five years since the Supreme Court struck down the Professional and Amateur Sports Protection Act (PASPA), paving the way for sports wagering to reach a broader audience in the US. Data indicates that it\u2019s the usual suspects that are placing bets on sports.<\/p>\n

\"Sabrina
New York Liberty guard Sabrina Ionescu eyes the defense in a WNBA game. The league could be an avenue for luring more women to sports betting, says a research firm. (Image: David Dow\/NBA Entertainment\/Getty)<\/figcaption><\/figure>\n

Today, sports betting is live and legal in 33 states and Washington, D.C., and legal and waiting to launch in another five states. Even with that momentum and geographic expansion, sportsbook operators are struggling to connect with women and Gen Zers.<\/p>\n

Data shows that the share of women who said they would never bet on sports (74%) is much higher than for men (51%) and all adults 21 and over (63%), regardless of the activity\u2019s legality,\u201d<\/strong> according Morning Consult data. \u201cAdditionally, Gen Z adults are much more likely than millennials to say they\u2019d never bet on sports (62% versus 45%).\u201d<\/strong><\/p><\/blockquote>\n

In terms of generational wagering trends, millennials and Gen Z<\/a> are avid bettors. But in the case of the latter, data indicate they prefer online casinos are visiting comparable land-based venues over sports betting.<\/p>\n

Who\u2019s the \u2018Typical\u2019 Sports Bettor?<\/h2>\n

The Morning Consult survey says the typical sports bettor is a millennial male that earns around six figures per year. Sixty-one percent of Gen Xers and 80% of baby boomers said they\u2019d never wager on sports, regardless of its legality in their state.<\/p>\n

Morning Consult, which is active in political polling, said sports wagering isn\u2019t viewed along partisan lines among bettors.<\/p>\n

\u201cSome may assume bettors are more likely to identify as liberal given that Democratic governors have legalized online betting in huge sports gambling markets like New Jersey and Illinois. In reality, however, they\u2019re pretty evenly split across the ideological spectrum, and lawmakers clamping down on betting has been a bipartisan affair,\u201d <\/strong>said the research firm.<\/p>\n

Using that logic, blue state governors that signed off on sports wagering, such as those in Illinois, Michigan, and New York, don\u2019t deserve gold stars. That’s because they did so due to fiscal woes<\/a> their policies and those of their predecessors created.<\/p>\n

\n

Since the fall of PAPSA in April 2018, some industry observers have tried to make sports wagering\u00a0 political, often lavishing praise on the likes of Illinois and New York for legalizing it. However, of the 33 states where it\u2019s legal, former President Trump<\/a> won 14 in 2020, and that doesn\u2019t include Kentucky and Nebraska which are two of the five legal, but not live, states.<\/p>\n<\/div>\n

In terms of sportsbook operators looking to connect with Gen Z, college campuses were thought to be a good idea. But marketing deals with gaming companies and university athletic department drew controversy, and are now seen as taboo, leaving operators to consider other options.<\/p>\n

“Instead of leaning on college campuses, sportsbooks will probably end up strengthening their connections with national sports bar chains like Buffalo Wild Wings and Dave & Buster\u2019s, since the reach of these chains includes, but isn\u2019t limited to, Gen Zers 21 and older,\u201d added Morning consult. \u201cA chain might end up exclusively playing DraftKings\u2019 new streaming service on certain TVs in its restaurants, for example.\u201d<\/p>\n

Sportsbooks Shouldn\u2019t Give Up on Women<\/h2>\n

There are signs<\/a> that gaming companies shouldn\u2019t throw in the towel on attempting to lure women to sports betting. On moral grounds, women are less opposed to sports betting than men.<\/p>\n

\u201cWhile some may attribute the differences in willingness to bet to moral reasons, the share of women who oppose gambling as being morally wrong (61%) is actually lower than the equivalent share of men (67%),\u201d <\/strong>observed Morning Consult. \u201cThis suggests that a lack of familiarity with sports betting or sports broadcasts tailored to women\u2019s interests is more likely the reason holding many back.\u201d<\/strong><\/p>\n

Some women that currently don\u2019t bet on sports said their opinions could be changed if gaming companies make more of an effort to highlight women\u2019s sports. FanDuel, the largest online sportsbook operator in the US, is doing that with partnerships with the WNBA and the Women\u2019s Tennis Association (WTA).<\/p>\n

\u201cOne additional step would be to create more custom content surrounding up-and-coming women\u2019s sports stars like Caitlin Clark and Angel Reese to accelerate their rise,\u201d concluded Morning Consult.<\/p>\n

Clark (Iowa) and Reese (LSU) are college basketball stars.<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s been more than five years since the Supreme Court struck down the Professional and Amateur Sports Protection Act (PASPA), paving the way for sports wagering to reach a broader audience in the US. Data indicates that it\u2019s the usual suspects that are placing bets on sports. Today, sports betting is live and legal in […]<\/p>\n","protected":false},"author":46,"featured_media":199186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33810,1074],"tags":[81898,80968],"acf":[],"yoast_head":"\nSports Betting Industry Has Work to Do With Gen Z, Women<\/title>\n<meta name=\"description\" content=\"Women, Gen Z are proving slow to embrace sports betting, according to survey.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sports Betting Industry Has Work to Do With Gen Z, Women\" \/>\n<meta property=\"og:description\" content=\"Women, Gen Z are proving slow to embrace sports betting, according to survey.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/\" \/>\n<meta property=\"og:site_name\" content=\"Casino.org\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Casino.OrgNews\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-14T22:47:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-15T16:13:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1036\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Todd Shriber\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@etfgodfather\" \/>\n<meta name=\"twitter:site\" content=\"@Casino_Org\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Todd Shriber\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/\",\"url\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/\",\"name\":\"Sports Betting Industry Has Work to Do With Gen Z, Women\",\"isPartOf\":{\"@id\":\"https:\/\/www.casino.org\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png\",\"datePublished\":\"2023-06-14T22:47:52+00:00\",\"dateModified\":\"2023-06-15T16:13:03+00:00\",\"author\":{\"@id\":\"https:\/\/www.casino.org\/news\/#\/schema\/person\/f4cecf70a5032bc4e60eb73fc86d4a85\"},\"description\":\"Women, Gen Z are proving slow to embrace sports betting, according to survey.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#primaryimage\",\"url\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png\",\"contentUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png\",\"width\":1200,\"height\":1036,\"caption\":\"New York Liberty guard Sabrina Ionescu eyes the defense in a WNBA game. The league could be an avenue for luring more women to sports betting, says a research firm. (Image: David Dow\/NBA Entertainment\/Getty)\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"News\",\"item\":\"https:\/\/www.casino.org\/news\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sports Betting\",\"item\":\"https:\/\/www.casino.org\/news\/sportsbetting\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Sportsbook Operators Struggle to Attract Women, Gen Z Clients\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.casino.org\/news\/#website\",\"url\":\"https:\/\/www.casino.org\/news\/\",\"name\":\"Casino.org\",\"description\":\"Latest Casino and Gaming News\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.casino.org\/news\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.casino.org\/news\/#\/schema\/person\/f4cecf70a5032bc4e60eb73fc86d4a85\",\"name\":\"Todd Shriber\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.casino.org\/news\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2023\/03\/cropped-11-96x96.png\",\"contentUrl\":\"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2023\/03\/cropped-11-96x96.png\",\"caption\":\"Todd Shriber\"},\"description\":\"Todd Shriber is a senior news reporter covering gaming financials, casino business, stocks, and mergers and acquisitions for Casino.org. Todd got his start in financial markets as a reporter with Bloomberg News. Later, he became a trader at a Southern California-based long\/short hedge fund, where he specialized in the trading sector and international ETFs leading up to and during the financial crisis. He joined Casino.org in 2019. Currently, Todd analyzes, researches, and writes on ETFs for various web-based publications and financial services firms. Shriber has been featured and quoted in Barron's, CNBC.com, and The Wall Street Journal. His work can also be found on Benzinga, ETF Daily News, ETF Trends, MarketWatch, Fox Business, and Nasdaq.com. He currently resides in Las Vegas, where he enjoys golf and taking his black lab to the dog park. He's also an avid sports fan and likes to wager on college football and the NBA. You can also find him at the three-card poker and roulette table, even though he knows better. Contact Todd at todd.shriber@casino.org.\",\"sameAs\":[\"https:\/\/muckrack.com\/todd-shriber\",\"https:\/\/www.linkedin.com\/in\/toddshriber\/\",\"https:\/\/x.com\/etfgodfather\"],\"url\":\"https:\/\/www.casino.org\/news\/author\/todd-shriber\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Sports Betting Industry Has Work to Do With Gen Z, Women","description":"Women, Gen Z are proving slow to embrace sports betting, according to survey.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/","og_locale":"en_US","og_type":"article","og_title":"Sports Betting Industry Has Work to Do With Gen Z, Women","og_description":"Women, Gen Z are proving slow to embrace sports betting, according to survey.","og_url":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/","og_site_name":"Casino.org","article_publisher":"https:\/\/www.facebook.com\/Casino.OrgNews","article_published_time":"2023-06-14T22:47:52+00:00","article_modified_time":"2023-06-15T16:13:03+00:00","og_image":[{"width":1200,"height":1036,"url":"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png","type":"image\/png"}],"author":"Todd Shriber","twitter_card":"summary_large_image","twitter_creator":"@etfgodfather","twitter_site":"@Casino_Org","twitter_misc":{"Written by":"Todd Shriber","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/","url":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/","name":"Sports Betting Industry Has Work to Do With Gen Z, Women","isPartOf":{"@id":"https:\/\/www.casino.org\/news\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#primaryimage"},"image":{"@id":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#primaryimage"},"thumbnailUrl":"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png","datePublished":"2023-06-14T22:47:52+00:00","dateModified":"2023-06-15T16:13:03+00:00","author":{"@id":"https:\/\/www.casino.org\/news\/#\/schema\/person\/f4cecf70a5032bc4e60eb73fc86d4a85"},"description":"Women, Gen Z are proving slow to embrace sports betting, according to survey.","breadcrumb":{"@id":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#primaryimage","url":"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png","contentUrl":"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2022\/01\/Ionescu_Liberty.png","width":1200,"height":1036,"caption":"New York Liberty guard Sabrina Ionescu eyes the defense in a WNBA game. The league could be an avenue for luring more women to sports betting, says a research firm. (Image: David Dow\/NBA Entertainment\/Getty)"},{"@type":"BreadcrumbList","@id":"https:\/\/www.casino.org\/news\/sports-betting-industry-has-work-to-do-with-gen-z-women\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"News","item":"https:\/\/www.casino.org\/news\/"},{"@type":"ListItem","position":2,"name":"Sports Betting","item":"https:\/\/www.casino.org\/news\/sportsbetting\/"},{"@type":"ListItem","position":3,"name":"Sportsbook Operators Struggle to Attract Women, Gen Z Clients"}]},{"@type":"WebSite","@id":"https:\/\/www.casino.org\/news\/#website","url":"https:\/\/www.casino.org\/news\/","name":"Casino.org","description":"Latest Casino and Gaming News","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.casino.org\/news\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.casino.org\/news\/#\/schema\/person\/f4cecf70a5032bc4e60eb73fc86d4a85","name":"Todd Shriber","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.casino.org\/news\/#\/schema\/person\/image\/","url":"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2023\/03\/cropped-11-96x96.png","contentUrl":"https:\/\/www.casino.org\/news\/wp-content\/uploads\/2023\/03\/cropped-11-96x96.png","caption":"Todd Shriber"},"description":"Todd Shriber is a senior news reporter covering gaming financials, casino business, stocks, and mergers and acquisitions for Casino.org. Todd got his start in financial markets as a reporter with Bloomberg News. Later, he became a trader at a Southern California-based long\/short hedge fund, where he specialized in the trading sector and international ETFs leading up to and during the financial crisis. He joined Casino.org in 2019. Currently, Todd analyzes, researches, and writes on ETFs for various web-based publications and financial services firms. Shriber has been featured and quoted in Barron's, CNBC.com, and The Wall Street Journal. His work can also be found on Benzinga, ETF Daily News, ETF Trends, MarketWatch, Fox Business, and Nasdaq.com. He currently resides in Las Vegas, where he enjoys golf and taking his black lab to the dog park. He's also an avid sports fan and likes to wager on college football and the NBA. You can also find him at the three-card poker and roulette table, even though he knows better. Contact Todd at todd.shriber@casino.org.","sameAs":["https:\/\/muckrack.com\/todd-shriber","https:\/\/www.linkedin.com\/in\/toddshriber\/","https:\/\/x.com\/etfgodfather"],"url":"https:\/\/www.casino.org\/news\/author\/todd-shriber\/"}]}},"_links":{"self":[{"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/posts\/277493"}],"collection":[{"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/users\/46"}],"replies":[{"embeddable":true,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/comments?post=277493"}],"version-history":[{"count":2,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/posts\/277493\/revisions"}],"predecessor-version":[{"id":277509,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/posts\/277493\/revisions\/277509"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/media\/199186"}],"wp:attachment":[{"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/media?parent=277493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/categories?post=277493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.casino.org\/news\/wp-json\/wp\/v2\/tags?post=277493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}