Betting Ladies: The Untapped Potential of Women Bettors
Depending on the source, women bettors make up 25% to as much as 40% of all bettors. Despite noticeable shifts in how industry operators approach their customers, are the needs of female players adequately addressed? Are we still talking about a massive untapped opportunity for operators? Val C. Martinez, founder of Betting Ladies, helped us unpack this issue.
Women’s Stake in Sports Betting
Women are stepping up to the betting window, but they’re still a smaller crew compared to men. A January 2024 YouGov survey of over 2,000 US bettors found that 28% of current sports bettors, those who wagered in the past year, are women, while men dominate at 72%. Looking ahead, 43% of potential bettors, folks eyeing a wager in the next year, are women, with men at 57%.
Other studies paint a broader picture: Statista pegs women at 25% of all sports bettors in 2024, while SportsBettingDime claims over 40% of active bettors are women.
Women are a huge, untapped market for sports betting operators. Val Martinez of Betting Ladies, noting that while women make up half of casino gamers, their sports betting share lags behind.
“That’s not because they don’t care. It’s because the user experience and marketing isn’t speaking to women. Most sportsbooks are designed for competitive solo play. Women often want to learn in a low-pressure space, connect with others, and celebrate the fun, not just the win. The interest is there. The industry just hasn’t been speaking the right language,” Val C. Martinez said to US iGaming Hub.
The numbers vary, but one thing’s clear: “We see a massive opportunity: women are playing both, and they’re not just dabbling, they’re sharp, social, and strategic. The platforms just haven’t evolved to match that energy yet,” Martinez points out.
Regional Hotspots for Female Bettors
Where are women betting the most? New Mexico leads the pack, with 35% of its sports bettors being women, followed by Iowa at 32% and Virginia at 29%. New Mexico’s numbers are wild, especially since they don’t even have online betting.
Iowa and Virginia, with legal online sportsbooks, see women jumping in thanks to easy access. These states outshine others, like Washington and Minnesota, where female bettor rates dip below 20%. Friends and family drive 51% of women’s interest in betting, far outpacing social media or promotions at 15% each.
The regional differences tie to local vibes. New Mexico’s tribal casinos and Iowa’s competitive market, with operators like FanDuel, pull in female bettors. Virginia’s recent online betting launch has also sparked interest, with women spending 4% of their income on bets on average, though some states like Delaware hit 20%.
Women Are Betting, But Overlooked
The gambling world’s finally spotting women, but it’s not rolling out the red carpet, as most gambling ads still scream “dude energy.” Content feels like it’s “created by men for men,” leaving savvy, sport-loving women ignored.
“The industry is finally starting to notice female players, but noticing isn’t the same as serving,” said Val Martinez. “In sports betting, women are often overlooked entirely. Most ads we see still cater to men.”
Sportsbooks just don’t match the vibe.
Online casinos tell a different story. Women, who form 50% of casino game players, flock to slots, bingo, and casual games, and operators know it.
“Slots, bingo, and casual games naturally draw a wider demographic, and I think operators know that women have traditionally been more drawn to slots games, so that space is covered more comprehensively,” Martinez noted.
Still, even here, platforms could do more to spark connection and fun for women.
A stigma doesn’t help; women tend to bet privately, while men flash their tickets online, signaling a need for safer, more welcoming platforms.
How to Bridge the Gap
To cash in, operators need to rethink their game. Women want education without judgment, community-driven platforms, and a focus on fun over cutthroat wins.
Betting Ladies, Martinez’s platform, shows how, offering women a space to learn and connect. Apps could add social features, like group betting or forums, and ads could highlight women’s sports or female bettors’ stories.
“The interest is there,” Martinez stressed. “The industry just hasn’t been speaking the right language.”
“It might be that female bettors don’t just want to be handed a pick. They want to understand why. Women enjoy gamified learning, personality quizzes, tarot bets (we have a tarot game on our site where your reading gets you a daily bet), and content that makes them feel part of something bigger,” Martinez added.
A Platform Built for Women
Betting Ladies, launched in early 2023 by CEO Val Martinez, is shaking up the male-heavy world of sports betting. Debuting at the SBC Summit North America in May 2023, this platform under NuNiche Media LLC offers women a fun, inclusive space to learn, bet, and connect.
“It started with a simple observation: all the sports betting content looked like it was made by guys, for guys, and I knew so many smart, sports-loving women who felt totally ignored,” Martinez said. “I launched Betting Ladies to change that.”
With resources like a free 23-part video course, community forums, and women-written content, it’s no wonder the site’s seeing a surge in female bettors.
The mission? Make betting “fun, safe, and smart for women.” Martinez, author of the 2024 book What Women Want in Sports Betting, is all about ditching the “bro” culture.
“We created a fun, non-intimidating community where women can learn, talk bets, and win together, whether it’s their first wager or their hundredth,” she noted.
From betting guides to quirky features like “tarot bets,” Betting Ladies is building a vibe that’s rewriting how women show up in gambling.
Growing the Movement
Sports betting’s long been a boys’ club, with only ~30% of US bettors being women, though 43% of potential bettors are female. Betting Ladies tackles this gap head-on.
The site’s forum lets users swap tips, while guides on odds, stats, and responsible gaming empower newbies and pros alike. Martinez shares her own bets to spark discussion, fostering a community where women feel seen, not sidelined.
Betting Ladies covers casinos too, with reviews and strategies, plus partnerships with brands that prioritize responsible gambling. “We do it through: Free education (like our 23-part betting course), Community picks and conversations… Partnerships with brands that believe in responsible and inclusive gambling,” Martinez explained
Since its launch, Betting Ladies has fueled a rise in women bettors, becoming a go-to resource. “The site has grown into a real movement, and we’re just getting started,” Martinez concluded.
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