The line between TV and computer games has been blurring for some time. But for many women in the UK, it is now apparent in their Friday night viewing and gaming habits.
A shift in what women are watching and playing
Audience data from streaming and gaming platforms suggests women are increasingly drawn to interactive formats, with casino online entertainment emerging as a notable growth area among viewers who once favoured traditional reality TV competition shows. Passive entertainment is being increasingly challenged by more interactive forms of amusement. This is especially true for live dealer games and hosted game show formats that are being introduced onto betting platforms, mirroring popular TV formats of competitive entertainment.
New data released by the UK’s Gambling Commission on participation trends shows that online gambling activity by women has been steadily increasing, albeit from a lower base than men. While women’s participation remains lower than that of men, the research does reveal that the gap is decreasing in certain online betting markets.
Why game show formats are resonating
The titles of games such as Crazy Time and Deal or No Deal Live suggest a TV-influenced approach to live gaming, complete with hosts, an on-stage set and gameplay that involves the audience in ways familiar from prime-time programming. For those women who have grown up watching these shows, the approach can be highly appealing.
The online casino market has experienced remarkable growth, and the live casino segment has emerged as a particular growth area within it. Live casino products now represent an increasing proportion of online operators’ overall gross gambling yield, far from being a niche product appealing solely to first-time experiences by interested but occasional players, and instead generating a consistent stream of business from a loyal and regular client base.
Regulation and responsibility in a changing landscape
Proposals set out in the 2023 White Paper to reform UK gambling laws are raising questions about the ways in which operators are engaging women who may be less experienced gamblers. Proposed affordability checks and mandatory deposit limits are particular areas of focus.
Government reports on evidence relating to gambling-related harm have identified gender differences in risk profiles for gambling, making gender and gambling risk a key consideration for operators when designing onboarding processes and product offerings for adult customers.
Entertainment evolution or something to watch closely?
There is something organically compelling about the intersection of a game show with a casino platform. As the digital gaming industry becomes more restrictive in its practices, and an increasing number of women may come to play at these sites, the advocates for both the industry and its would-be regulation are forced to wonder if the measures in place to safeguard players are keeping pace with the type of entertainment now available online.
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