From Knitting to Gaming: The rise of Women in online gambling and mobile sports betting

There was a time, not too long ago, when an evening in front of the TV meant a hot cup of tea, a blanket, and a half-finished knitting or crochet project on your mother’s or grandmother’s lap. Today, that same setting might still include the tea and the blanket, but instead of yarn and needles, there’s a smartphone in hand and a mobile game or betting app lighting up the screen. It’s not just a subtle cultural shift. It’s a striking change in how women are engaging with entertainment, technology, and even risk.

In recent years, the number of women participating in online gaming and gambling, including mobile sports betting, has surged. Data from the UK Gambling Commission’s 2023 Gambling Survey for Great Britain shows that 44% of adult women gambled in the past four weeks, and approximately 32% of them did so online, mostly through lottery or bingo-type formats. Though men still account for the majority of online gambling, the gender gap is narrowing. Mobile devices are the preferred method of engagement for women, with smartphones making gambling far more accessible and casual.

In South Africa, while there are fewer publicly available studies with the same level of detail, the National Responsible Gambling Programme (NRGP) and the National Gambling Board (NGB) have acknowledged a growing interest in understanding female gambling behaviours. A 2020 NGB report explored gambling patterns among women, and industry stakeholders continue to monitor trends, particularly as mobile gaming and lifestyle-oriented digital content expand across platforms.

A cultural shift in risk and entertainment

This shift is not purely about gambling. It reflects a broader trend in digital behaviour and how women interact with technology. Once confined to the margins of what was traditionally considered male territory, the gaming and betting world has rapidly evolved. Today’s platforms are more accessible, more social, and better tailored to the interests and preferences of a diverse user base, including women.

Part of the appeal lies in convenience. Women multitask constantly. A typical evening may include helping kids with homework, catching up on a series, scrolling through WhatsApp chats, and sneaking in a few rounds of Candy Crush or checking the odds on a live match. Where once the quiet clack of needles filled the background, now it’s the ping of a win screen or a betting update.

But there’s more than cultural evolution at play here. There’s also neuroscience.

The brain likes a little reward

Research from institutions like Stanford University and the University of British Columbia has shown that gaming activates the brain's reward system, particularly through the release of dopamine, the chemical associated with pleasure and motivation… that feeling of Yes! 

Women, like men, are wired to seek out stimulating and rewarding activities. However, studies suggest that women often favour games or betting environments that offer short, manageable engagements, appealing aesthetics, and a sense of progress or control.

Platforms like YesPlay, which offer quick access to live sports odds, easy navigation, and a curated betting experience, are perfectly suited to these needs. The rise in casual betting while multitasking, for example during TV ad breaks or quiet evenings, offers women both entertainment and mental stimulation with minimal time investment.

Interestingly, neuroscientists have also found that the female brain often responds more strongly to social interaction and contextual storytelling. This may explain why so many women enjoy games with narrative layers, or why betting apps that integrate social elements such as leaderboards, shared challenges, or community chats tend to hold their attention longer.

The appeal of on-demand games

Beyond sports betting and lotteries, on-demand games such as slots have become a major draw, especially for women looking for quick bursts of entertainment. Their appeal lies in instant results, simple rules, and a low barrier to entry that makes them accessible to both newcomers and seasoned players.

The variety also keeps players engaged. From mythology to pop culture, with bonus rounds and free spins, these games stay fresh and flexible. Most importantly, they offer an immediate thrill that feels within the player’s grasp, making them a popular form of modern digital leisure.

What’s driving the shift?

Several overlapping factors have led to this moment:

• Tech literacy among women has grown significantly, with smartphones becoming central to their daily lives.
• Society is slowly shedding the stigma once associated with gambling, especially as it becomes more digitised and less seedy.
• Economic independence has increased. Women now have more disposable income and control over their spending.
• Marketing efforts by betting and gaming companies are more inclusive, reflecting diversity in age, race, and gender.

Perhaps most notably, there’s a generational evolution in what “unwinding” looks like. The comfort and familiarity of crafting while watching TV hasn’t disappeared. It has simply transformed. Today’s equivalent is the casual flick through odds, the thrill of a live win, or the dopamine hit of a quick game.

A new kind of leisure

As the online gambling and mobile betting industry continues to grow, platforms like YesPlay are acknowledging that their audience is not just made up of male sports fans or players. Women are showing up, logging in, and playing smart. Whether it’s for fun, for a challenge, or just for a moment of release in an otherwise busy day, the rise of women in this space is more than a trend. It’s a redefinition of leisure, agency, and digital entertainment in the 21st century.

And just maybe, years from now, we’ll smile remembering how our mothers bet on live tennis during ad breaks and celebrated a win while stirring the pasta. Progress, after all, looks a little different for every generation.

References

1. Stanford Neurosciences Institute – research on reward pathways and dopamine release in gaming.
2. University of British Columbia, Department of Psychology – studies on gaming, dopamine, and motivation.
3. UK Gambling Commission (2023). Gambling Survey for Great Britain.
4. National Gambling Board of South Africa (2020). Gambling Participation Patterns and Behaviour Report.