Women´s dignity in need of a game changer in iGaming

 And where does that leave us women? Actually, the horizon is not that bleak at all. Woman participation in the industry is increasing on a plethora of levels, and that’s a sign to behold. Does that mean that we should strike the issue of diversity as a thing of the past? Definitely not, however in recent years the industry has definitely changed its stance and started embracing women amongst its fold, even though it comes without saying that the environment may not be suitable for everyone due to its cutthroat tendencies. However one may argue, and rightly so, that this all boils down to various characterial traits. History has always proven to be a case study of industries being dominated by men with women always rising to the occasion. And it is with this in mind that the iGaming industry must strive to ensure a better balance in gender diversity.

Having said that, however, in a world where the woman’s dignity and role in society is being put at the forefront of many worldwide agendas, the time is ripe for the iGaming industry to truly tackle what I consider to be its Achilles’ heel. 

Look at it from which perspective you may, the truth is blatant. You go to conventions, worldwide, and you are still confronted with a sense of feeling that the woman’s role, more often than not, is segregated to an attention-grabbing appearance for marketing’s sake. 

And it is sadly with this in mind that the industry must stop in its tracks and truly determine its way forward. It is a source of perplexity to a wide spectrum of people how the iGaming community as a whole continues to showcase women as a sexual object for promotional means.

The recent manifestation of idolizing the sexual element during the recent ICE Totally Gaming event in London is truly a cause of concern.

In my humble opinion as a woman who has built a career in such a male-oriented industry, there must be a well established, pre-defined line, of what is considered as acceptable, and what is deemed – by most I should add – as downright vulgar and offendable to one’s dignity and morality. Naked women, Playboy-themed strip shows, skimpy outfits, pole-dancers, allegations of sexual harassment from women working as hostesses … this is the situation that the organisers managed to concoct at was is widely considered as THE leading gaming event globally.

Is this what the industry envisages for itself? Is this truly what we understand by diversity? I’d rather think not. In fact, I would go one step further and state that this is not what one would normally consider as a healthy environment.

The importance of these conventions should not be downplayed. They should serve as a point of reference for global operators in the iGaming sector. An event that brings together a fusion of ideas, innovations, and opportunities under the same roof. Such conventions should and must not be downgraded into an attention seeking match amongst operators, because none better than the operators themselves are in a position to assess and know that they are ultimately judged on their end product and services, and not by the shows put up at such global events.

The barrage of criticism, from key figures in the industry and the international media alike, is a strong statement in itself. What remains to be determined is how the industry will react, whether it will wise up and act accordingly to correct its attitudinal mistakes, or whether next year we will still be here witnessing yet another nail in dignity’s coffin whilst yearning a strongly sought change with diversity, and ultimately dignity, at its core.

Therefore, please my dear iGaming Marketing colleagues, start using proper services' and products' real USP to position your brand!