‘Birds like a bet – give free lip­sticks to make them play’

Daily Mail - - News - By Sian Boyle

WOMEN rep­re­sent a vast un­tapped mar­ket for bet­ting firms be­cause ‘birds like a bet’, an ex­pert told con­fer­ence guests.

Christina Thakor-Rankin, who runs the 1710 Gam­ing gam­bling con­sul­tancy, said women were a new de­mo­graphic, call­ing them ‘low-hang­ing fruit’ and ‘in­cred­i­bly lu­cra­tive’.

All the ma­jor brands tar­geted men, with the ex­cep­tion ‘nov­elty bets’ such as who will win Strictly Come danc­ing, she said. This was de­spite Gam­bling Com­mis­sion fig­ures show­ing that a third of in-play bet­ting was done by women.

She said: ‘Women bet with their hearts rather than their heads.

‘They’re not look­ing at statis­tics or Oddschecker. Birds like a bet. All of you are miss­ing an op­por­tu­nity.’

Miss Thakor-Rankin, who has worked for Wil­liam Hill, Blue Square, Tote­s­port and Vir­gin Games, said the key was of­fer­ing con­tent on­line that cre­ated a talk­ing point.

She added: ‘How many of you know a woman who doesn’t have an opin­ion?

‘How many of you know a woman who for four years has a go at you for watch­ing foot­ball but come the World Cup is an ex­pert and will watch it with you?

‘How many of you un­der­stand that there are more fe­male in­flu­ences on so­cial me­dia than men?

‘We are now mov­ing to a tip­ping point gen­er­a­tionally where 2020 will see mil­len­ni­als [be­come] the big­gest gen­er­a­tion ever and this group of peo­ple want gen­der equal­ity. What we are start­ing to see are women say­ing “why can’t we do it?”’

She said one way to en­cour­age new cus­tomers was to send them a gift un­re­lated to gam­bling, adding: ‘In the case of women it could be a lip­stick.’

She told the Mail: ‘There are women who en­joy the Grand Na­tional, the World Cup, but who aren’t of­ten thought of as gam­blers. They’re an op­por­tu­nity.

‘Gam­bling al­ways will be di­vi­sive. We need to make sure that cor­rect sup­port sys­tems are in place to help those peo­ple who are ad­dicted.’

Another ex­ec­u­tive said there was a ‘huge op­por­tu­nity’ to tar­get women, but gam­bling firms needed to cre­ate more ‘recre­ational’ games with­out com­plex odds, which put them off.

Book­ies spon­sor al­most half of Premier League foot­ball clubs’ shirts – but not ev­ery­one in the in­dus­try ap­pears to un­der­stand the strict rules in­volved.

No one un­der 25 should fea­ture in a gam­bling ad­vert, but one ma­jor bet­ting firm is said to have sought to use an Eng­land in­ter­na­tional to pro­mote bet­ting when he was just 21.

One of those who bro­kered a deal with the firm re­called that af­ter dis­cussing de­tails of the age limit, they were still asked to hire one player who would not turn 25 for four more years.

Tips of the trade: Motti Col­man makes his pre­sen­ta­tion to gam­bling firms

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