The world of sports betting is dominated by men. But a new study suggests that sportsbook operators are missing an opportunity by not marketing to women and baby boomers.
Those two population segments, according to a study by customer-experience company Disqo, are among the most underserved and disregarded by wagering operators.
“We want to paint a picture that there are a still a lot of holdouts and an opportunity to get them in,” Patrick Egan, Disqo’s director of research and insights, told Sports Handle.
The survey, conducted May 27-29, reported that 13% of sports bettors are women and 27% are baby boomers, but that current advertising, education, and user experiences do not directly speak to those groups.
