{"id":2602,"date":"2018-01-30T08:00:48","date_gmt":"2018-01-30T13:00:48","guid":{"rendered":"https:\/\/www.realmoneygambling.com\/?p=2602"},"modified":"2018-01-30T08:00:48","modified_gmt":"2018-01-30T13:00:48","slug":"gambling-ads-in-australia-now-targets-female-demographic","status":"publish","type":"post","link":"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/","title":{"rendered":"Gambling Ads in Australia Now Targets Female Demographic"},"content":{"rendered":"<p>\t\t\t\tThings are changing for a lot of gambling companies. From targeting adrenaline driven male demographic, things have changed lately. In fact, according to a Melbourne gambling researcher, ads are no longer just targeting men. It has shifted towards targeting women to gamble.<br \/>\nAccording to Deakin Uni gambling researcher, Associate Professor Samantha Thomas, \u201c<em>What we\u2019ve seen over the last 12 months is a change not only in the tone of those ads, but we\u2019re really starting to see much more gender-neutral ads and some ads we think would be particularly appealing for young women<\/em>\u201d.<br \/>\nShe added that there are a few examples that you might have seen lately. For instance, a CrownBet campaign using Australian actress Nicky Whelan, and local Instagram influencers have started tagging sports betting companies in their photos on social media.<\/p>\n<h2 id=\"what-caused-the-shift\">What Caused the Shift?<\/h2>\n<p>Over the years, young men were targeted by gambling ads. But with female-focused gambling advertising, it is quite intriguing to look into if the companies are simply looking at a new market or is there already a changing attitude among women when it comes to gambling?<br \/>\nAccording to the numbers, Australians are crazy when it comes to gambling. They love to gamble regardless if they win or lose. In 2016, Australians have lost around $18.3 billion in gambling. That is approximately around $990 per person. That is the highest per capita in the world. Next to Australia is Singapore that is 40% behind Australia. If you will look at Western countries, Australia has doubled the average of Western countries when it comes to their propensity to lose in gambling.<br \/>\nAnd the number one pick for Australians is pokies.\u00a0 However, sports betting is growing in popularity. It is, in fact, the fastest growing market. Between 2015 to 2016, Australians have spent around $920 million on sports betting excluding racing. And at one point, this number has increased by 13% in just one year.<br \/>\nIf you will look at the demographics of sports bettors, 88% are men. Also, there are a few other characteristics of average sports bettor in Australia. They are most likely between the age of 18 to 29, male, single, and renting.<\/p>\n<h2 id=\"why-target-women\">Why Target Women?<\/h2>\n<p>According to studies, women are more likely drawn towards luck-based gambling from pokies to the lottery. Also, sports betting has remained a domain for men.<br \/>\nIt is worth mentioning that the shift in gender roles have made women more involved in different aspects of sports from playing to watching and even gambling.<br \/>\nAccording to Dr. Thomas, \u201c<em>Women who are also big fans of sport are just as exposed to the messages about gambling that we know have been incredibly normalized in many groups in the community<\/em>\u201d.<br \/>\nShe added that \u201c<em>that shouldn\u2019t be a surprise to us. We saw that in tobacco and alcohol, where men used to be the target. And then they expanded to include women in their marketing campaigns<\/em>\u201d.<br \/>\nSports betting companies have diversified the events and even making it even more appealing to women. Could this be the new trend that we are going to expect in the coming years? Are more women expected to gamble given how gender equality is becoming more and more pronounced in society?\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"Things are changing for a lot of gambling companies. From targeting adrenaline driven male demographic, things have changed lately. In fact, according to a Melbourne gambling researcher, ads are no longer just targeting men. It has shifted towards targeting women to gamble. According to Deakin Uni gambling researcher, Associate Professor Samantha Thomas, \u201cWhat we\u2019ve seen [&hellip;]","protected":false},"author":6,"featured_media":2604,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[32,28,33],"class_list":["post-2602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","tag-australia","tag-gambling","tag-samantha-thomas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gambling Ads in Australia Now Targets Female Demographic<\/title>\n<meta name=\"description\" content=\"It is said that gambling ads are now targeting female demographics in Australia. Is it the changing attitude of women that triggered this?\" \/>\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.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gambling Ads in Australia Now Targets Female Demographic\" \/>\n<meta property=\"og:description\" content=\"It is said that gambling ads are now targeting female demographics in Australia. Is it the changing attitude of women that triggered this?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/\" \/>\n<meta property=\"og:site_name\" content=\"Real Money Gambling News\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-30T13:00:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.realmoneygambling.com\/news\/wp-content\/uploads\/sites\/2\/2018\/01\/gambling-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nate Wheeler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nate Wheeler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Gambling Ads in Australia Now Targets Female Demographic","description":"It is said that gambling ads are now targeting female demographics in Australia. Is it the changing attitude of women that triggered this?","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.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/","og_locale":"en_US","og_type":"article","og_title":"Gambling Ads in Australia Now Targets Female Demographic","og_description":"It is said that gambling ads are now targeting female demographics in Australia. Is it the changing attitude of women that triggered this?","og_url":"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/","og_site_name":"Real Money Gambling News","article_published_time":"2018-01-30T13:00:48+00:00","og_image":[{"width":800,"height":400,"url":"https:\/\/www.realmoneygambling.com\/news\/wp-content\/uploads\/sites\/2\/2018\/01\/gambling-2.jpg","type":"image\/jpeg"}],"author":"Nate Wheeler","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Nate Wheeler","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/","url":"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/","name":"Gambling Ads in Australia Now Targets Female Demographic","isPartOf":{"@id":"https:\/\/www.realmoneygambling.com\/news\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/#primaryimage"},"image":{"@id":"https:\/\/www.realmoneygambling.com\/news\/gambling-ads-in-australia-now-targets-female-demographic\/#primaryimage"},"thumbnailUrl":"https:\/\/www.realmoneygambling.com\/news\/wp-content\/uploads\/sites\/2\/2018\/01\/gambling-2.jpg","datePublished":"2018-01-30T13:00:48+00:00","dateModified":"2018-01-30T13:00:48+00:00","author":{"@id":"https:\/\/www.realmoneygambling.com\/news\/#\/schema\/person\/36d653e5c4cfde958952a616e41abdaa"},"description":"It is said that gambling ads are now targeting female demographics in Australia. 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His insight is invaluable and he is our boots on the ground during any major event happening in London, including ICE. His easy-going and yet professional approach has helped us establish a healthy relationship with industry personalities, helping the team deliver the most accurate reporting to our readers. Nate is a huge Chelsea\u2019s fan and he loves exploring topics well beyond iGaming, with a particular focus on sports. Having Nate onboard speaks to the quality of our journalism.","url":"https:\/\/www.realmoneygambling.com\/news\/author\/natew\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/posts\/2602"}],"collection":[{"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/comments?post=2602"}],"version-history":[{"count":0,"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/posts\/2602\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/media\/2604"}],"wp:attachment":[{"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/media?parent=2602"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/categories?post=2602"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.realmoneygambling.com\/news\/wp-json\/wp\/v2\/tags?post=2602"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}