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A Look Into Gambling Behaviour

The gambling industry has increased dramatically: new online casinos are appearing daily. It is happening because of renewed interest in raising real money without effort.

On the one hand, online gambling allows you to play for free: most reputable platforms provide demo slots or pokies online real money Australia — a regular slot machine that does not require you to make deposits. On the other hand, if you want to withdraw your winning, you have to meet wagering requirements, that is an amount a player must wager before being allowed to cash out.

We wonder if it is true that the casino always wins. Well, we'll try to figure it out.

Women’s Gambling Behavior

Online gambling is extremely popular in Australia. You were probably aware of it. However, there is one interesting fact you didn't know about: Aussie women have a high level of gambling addiction.

Yeah, women finally get access to the entertainment that was considered a hobby for men. However, increased financial and social independence of women in Australia caused women addictive behaviour. And this problem has deteriorated and has assumed horrendous proportions.

Some researchers have suggested that the difference between men’s and women’s gambling behaviour can be explained through the traditional gender expectations and the difference in men’s and women’s identities.

However, there is an alternative view: experts believe that gambling is a less accepted activity among women. And the public does not expect them to behave like that — to gamble. Therefore, women who like gambling may be vulnerable. Plus, people may judge them for their hobbies. At the same time, men are not condemned like women as men's gambling behaviour is taken for granted.

Recent research has shown that women are less risky. They rarely fall into a state of addiction compared to male players.

Yeah, no one denies there are addictive personalities among females. But women are more cautious, meaning that they spend less money on gambling activity than most male players.

Despite this, women, who are gambling regularly, have higher chances to become addicted.

There is a survey that shows that gambling behaviour depends on the age profile.

An Australian survey has interviewed 509 women of different ages who gamble regularly. According to this research, younger women suffer more from gambling addiction (16-35), while older ladies can resist it.

Women’s Choice

It is considered that women prefer gambling on “luck”: they choose lotteries and bingo while men like making high bets and pick poker, blackjack, roulette, etc.

However, recent surveys indicate that women’s behaviour has changed over time. Now they have another preference: women may choose both skill-based and chance-based games. The changing behaviour is common for younger persons. Older players rarely change their habits.

Why Do Women Gamble?

There are several points of view: some experts believe it happens because of boredom and depression, while others consider it is due to women's desire to be socially active and meet new people.

Pattinson & Parke's research (2017) has demonstrated that female gamblers are moved by a desire to make new friends — a social reason. This research has shown that women wish to be a part of the community, or be around people.

International studies suggest that loneliness and frustration provoke addictive gambling behaviour. Besides, women often want to escape from reality because of burnout. And gambling helps them to cope with anxiety and social pressure. Women, who play daily, as a rule, raise children, have a steady job, and are married. Domestic problems fall on women’s shoulders regularly. Therefore, women are looking forward to running away to the virtual world, where they won't have to solve family issues.

Also, when a man struggles with addiction, as a rule, a wife tends to help him first. But when it comes to women’s addictive behaviour, female players are on their own.

Marketing Strategies

The gambling industry has become women-oriented: for instance, Pink Casino considers itself female-friendly. It takes into consideration women’s style and sophistication. Pink Casino offers a friendly design — soft colour tones and a convenient layout.

Most bingo sites use these tools to attract more women. Also, they invite celebrities to promote affiliate products that look incredibly appealing to female players.

There is one more example — a female casino “888 Ladies”. It is popular among women of different ages for white and pink colours and unusual designs. Women can also find a female-oriented casino — “Maria”. It has more reserved tones. No glitter and pink colours.

Apart from enumerated tools, there are even more:

  • Great Visuals

More and more casinos tend to use bright visuals. Also, real money pokies for women are based on feministic themes like Lara Croft and Wonder Woman. According to the research, it makes female gamblers feel more comfortable and confident.

  • Social Media

Women are active users of social networks, therefore, online casinos tend to use social media like Facebook, Twitter, and Instagram as a promo platform. Women share their results there and it attracts the interest of other women.

  • Anonymity

Online casinos allow female gamblers to stay anonymous, meaning that other players don’t see each other's losses or wins. It helps ladies to feel more comfortable. Also, they can practise before going big.

  • Exclusive Prizes

Some online casinos provide extra free spins and match deposit bonuses for female players. Gambling sites may offer exclusive discounts on Mother’s Day and Women’s Day. Last but not least, casinos have a special offer in store: women dealers. Women feel more comfortable if they see a woman in front of them (even on the screen).

Final Thoughts

It was unbelievable when women started playing at online casinos. But things have changed. A woman is no longer standing behind the men’s back, sipping a cocktail and brightening him.

She is very confident in playing at the same table with men. Online casinos changed their policy and players — their attitude.

There is a serious problem — gambling addiction that is becoming dangerous, especially among Aussie women. This issue would have to be resolved as soon as possible.

On the bright side, women could get respect, and now ladies are playing well with gentlemen.

There is nothing that can stop women. They take their place in the gambling industry like elsewhere in the world.

This article does not necessarily reflect the opinions of the editors or the management of EconoTimes

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