Article By Stephen Crystal – Founder & CEO, SCCG Management
The Industry Is Catching Up
For years, sports betting was packaged and pitched to men. But with shifting demographics, more accessible platforms, and rising interest in women’s sports, operators are finally rethinking how they engage female bettors. What was once an overlooked audience is now a critical growth segment—and the most successful brands are taking notice with measurable results.
FanDuel’s partnership with the WNBA, for example, helped double the league’s betting handle on their platform between 2022 and 2023. Meanwhile, DraftKings reported a 14x increase in handle on women’s college basketball following new campaign efforts and expanded betting options. These aren’t just promotional wins—they’re early indicators of a long-term shift in how the industry thinks about audience diversity.
Marketing That Reflects the Audience
Companies are realizing that appealing to women requires more than surface-level branding. FanDuel rolled out a “Women’s Day of Winning” hub in its app during International Women’s Day 2024, spotlighting women’s sports leagues and athletes with tailored bet offerings. DraftKings created a U.S. Open campaign with a 50% profit boost on live bets to mark the 50th anniversary of equal prize money in tennis.
Influencer partnerships are also evolving. Both platforms are working with female sports broadcasters and media personalities to generate content that speaks directly to women fans without feeling forced. These efforts not only drive acquisition but help normalize women’s sports betting as part of the mainstream experience.
Building Inclusive UX and Real-World Engagement
Inclusivity is now a design principle, not a tagline. FanDuel’s leadership has been open about removing friction for new bettors—especially women—by simplifying interfaces, softening tone, and offering better onboarding for first-time users. DraftKings’ research showed that many female users prefer betting as a communal experience, so the company responded by hosting women-focused watch parties during the Women’s World Cup.
FanDuel introduced “FanFuel” pop-up coffee trucks during major women’s sporting events, creating social engagement opportunities that brought fans together in a casual setting. These kinds of real-world activations reinforce a platform’s brand identity while offering an environment where betting feels more fun, familiar, and approachable.
New Verticals Driving Engagement
Beyond sports betting, platforms are exploring adjacent verticals that naturally align with female user behavior. Bingo, slots, and social casino games—already popular among women—are being used as gateway products to bring users into the larger betting ecosystem. Some brands are cross-promoting these games with sportsbook features, creating a seamless transition between casual play and real-money wagering.
Fantasy sports is also adapting. We’re seeing more women-only leagues, tutorial-led content, and social components that help lower the intimidation factor. FanDuel created a Caitlin Clark betting hub during March Madness, and both major operators are expanding markets around NCAA women’s basketball, NWSL soccer, and other growing leagues.
Innovators Like Sparket Are Expanding the Definition of Betting
At SCCG, we’ve partnered with Sparket, a parimutuel betting platform that lets people bet on just about anything—from reality TV outcomes to the Grammys. This flexibility opens the door to more culturally relevant betting contests that appeal to women who might not otherwise be drawn to traditional sports wagers.
By blending social gaming with real-money engagement, Sparket helps onboard new users into the broader gambling ecosystem. These kinds of formats also create viral, shareable experiences that drive engagement and acquisition—especially within community-driven demographics.
Who’s Leading the Conversation
Companies like FanDuel and DraftKings may be setting the pace, but community-focused organizations and advocates are also playing key roles. Valerie Martinez, founder of BettingLadies.com, created a platform “by women, for women” that brings education, content, and conversation into the space—without the typical condescension that has plagued female-focused marketing in the past.
Industry executives such as Jennifer Matthews (FanDuel) and Meg Ryan (DraftKings) have been instrumental in pushing more inclusive campaigns and interface decisions. Broader organizations like Global Gaming Women and the All-In Diversity Project continue to publish data and frameworks that help operators better understand the female audience.
Betting on the Future
Targeting women in sports betting isn’t just about optics—it’s a strategic imperative. The platforms investing in authentic engagement, inclusive design, and new betting formats are already seeing the returns. What’s clear is that women aren’t asking for a separate product—they’re asking to be considered as full participants in the betting experience.
As the industry evolves, the brands that prioritize relevance, community, and inclusivity will win. Those that stick with outdated models will lose a fast-growing and influential share of the market.
