BetMGM and the Taylor Swift, Caitlin Clark effect on women bettors, and betting on women’s sports

As the boom in women’s sports continues, led by Caitlin Clark’s arrival to the WNBA, the inaugural season of the Professional Women’s Hockey League, and Nelly Korda’s dominant season on the LPGA Tour, BetMGM has seen that rising tide impact its sports betting handle in a bullish manner.

Scott Woodgate, the company’s Vice President in charge of Canada, and PR Manager – Data Insights John Ewing appeared on the Gaming News Canada Show to provide thoughts and metrics on the increase in betting on women’s sports, and the rise in female bettors. Ewing dug into BetMGM’s announcement earlier this year there was a 51-per-cent increase on women betting on the Super Bowl – thanks in some part to the Taylor Swift effect – compared with the 2023 NFL championship game. Ewing answered our question about the habits of female bettors.

Both Ewing and Woodgate also got into the impact of increased attention around women’s sports on BetMGM’s product, including customers being invested in Clark during NCAA March Madness and in her rookie WNBA season with the Indiana Fever. “We reflect the interest from bettors,” said Ewing, who, with Woodgate, spoke about the similarities between sportsbooks and media when it comes to women's sports.

Woodgate provided his perspective on the current state of regulated gambling in Ontario, and the prospect of Alberta becoming the next Canadian province to open its door to legal operators. Alberta’s iGaming Evolution is among the panels at the June 18-20 Canadian Gaming Summit, with Patrick Harrison guiding a conversation between TRM Public Affairs President, Entain senior executive Martin Lycka, and BetMGM Vice President, Strategy & Development Witek Wachinski.

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