KEra Endahl, a 28-year-old Manhattanite working in the tech industry, started betting on sports games the weekend before her legal mobile betting market debut in January.
“I’ve always been a sports-watching spectator,” Andahl says. “My boyfriend is extremely busy with games, so when it became legal for me I thought to myself, ‘I’m looking at these games anyway, I can invest more in them and a few dollars here, a few dollars there. I can throw.'”
A former cheerleader at the University of Texas at Austin, Andahl bets primarily on college football. (She’s a fan of the Longhorns and her boyfriend is in love with the University of Michigan.) During this year’s College Football National Championships, she was watching the University of Georgia playing the University of Alabama with a group of girlfriends and watching them all play a game. Got to sign up. The app is using his referral code. For every new person who joins, he’ll get $50—soon he’s racking up $300. Now, Andahl and his friends regularly gamble at the games.
“Whenever there’s a big game that we’re all going to watch together, we put some money in just for fun,” she says. “If you’re making $5 around, you’re going to spend more on beer.”
Andehl and his friends did bracket pool during March Madness this year. bets? The loser had to dress up like Spider-Man and go to a bar on Saturday night. Otherwise she always stays in her limits. “I’m frugal,” Andahl says. “You’ll never see me put $100 on a game.”
Women like Andahl are part of a fast-growing trend. According to a report by Global Wireless Solutions, more than 4.6 million women joined the sports betting app in the United States last year—a 115% increase in the number of female users compared to 2020. Men still outnumber women on sports betting apps by 250%, but the growth rate of female customers is almost twice that of men (63%). GWS found that FanDuel brought in an estimated 1.7 million female customers last year, more than any other betting app. DraftKings brought in an estimated 900,000 women.
In 2019, the American Gaming Association found that 31% of core sports betting customers are women, while another study found that women make up 47% of all sports fans. Those who consider themselves fans are more than twice as likely to bet on their sports, meaning there is a willing client base of women who are likely to become sports gamblers of the future. FanDuel CEO Amy Howe told Yahoo Finance she sees a “huge opportunity” and that the company is actively trying to appeal to women.
Brendan Bussman, managing partner at B Global, a consulting firm that focuses on gaming and hospitality, says it should come as no surprise to anyone that the number of women betting on sports has increased. “Operators are always on the lookout for new players to market,” Bussman says. “We know that women watch football, basketball and everything in between, and the legalization of sports betting has helped them expand that form of entertainment.”
Now that sports betting is legal in more than 30 states, from a handful prior to the repeal of the Professional and Amateur Sports Protection Act in 2018, Bussman says sports betting companies can now hopefully expand their advertising strategy to a more national scope. have been Expand your customer base. Reaching out to women is a big part of that strategy. “It’s all about gaining market share at the moment and wherever these operators see a place, they are going after it,” he says.
Kelly Stewart, a sports handicapper and vice president and co-owner of WegerTalk, a sports betting news, pics and content publisher, says women are the key to the expansion of the sports betting industry, which has generated revenue of $57.2 billion to $4.29 billion. earned. Last year. A major force that has given birth to more women is how the industry evolved from in-person casino betting to mobile apps.
“The great thing is that it’s less intimidating because you have a tool on hand and if you have a question, you don’t have to ask that person to power you on,” says Stewart. “You just need to google it.”
Growing up in Manhattan, Kansas, Stewart’s aunt would take her to Kansas State football games and explain everything to her. And his father advised him on his first sports bet. He started making a name for himself in college football by successfully betting on the underdog. In September 2011, she was living in Las Vegas and placed a $100 bet at Rutgers to beat Arkansas, Oregon State to best UCLA and Kansas State to best Oklahoma 85–1. He then bet them all at $100 each to win outright. Parle was hit and deducted $8,500. “It changed my whole life,” Stewart says, explaining how that condition helped him quit his nightclub job and become a sports betting media personality and handicapped.
At WagerTalk, 18% of their visitors are women, accounting for 11% of the company’s revenue for the current year. During the same time frame in 2019, 9% of website visitors were female and only 2% of revenue came from this demographic. Stewart says the past decade has seen a huge trajectory shift – not only are more women playing more sports, but they are also more ardent sports fans and legalization has created more gamblers.
She says the key to getting more women into sports gambling is education. One of Stewart’s friends, a former NFL player, told him a story about how he was watching a game and his daughter kept asking questions and became annoyed. He wanted to be at peace. “It’s your first mistake,” she told him. “You need to answer her questions about why they went fourth here for this, but they didn’t before. If you want to get your daughter more involved, you just have to teach her.”