The number of females in the workplace has become a major statistical consideration in most global corporations, yet there is still a mysterious data gap in the igaming industry, writes Line Peteri, affiliate and marketing manager at online casino operator Twin.com

THE vast majority of igaming companies have not disclosed their male-to-female ratios regarding employment and pay.

Those that did so in a 2017 study scored between 25 and 62 points out of a total of 100 across four categories. These were: gender composition and compensation, non-discrimination policies, internal support policies and community gender equality commitment.

And when you consider that those scores reflect only on the companies that were willing to comply, the unreported statistics do not fare well.

Yet with igamers being roughly 42 per cent female, surely it would make sense to have the gender input of the industry matching the output of the users?

“How can we sit and say we’re moving toward equality, when in fact we’re not moving at all?” asks Jan Jones Blackhurst, Caesars’ senior vice president for government relations and corporate responsibility.

“…talking about moving towards equality is not the same as actually doing it.”

Essentially, talking about moving towards equality is not the same as actually doing it. Transparency is key here, giving employees the knowledge to begin necessary discussions, and regulators need to ensure that they are supporting those willing to engage in the gender discussion too.

While the outlook across the board does not look good, the companies that are stepping in the right direction are leading by example for the rest. The women who do exist among this statistical dark matter are expending the biggest energy.

“The gender pay gap in igaming is unsubstantiated in a world crying out for disclosure and transparency.”

Take Ewa Kazmierska, chief operating officer of Oring/Twin, pictured, who is building up a strong team of both males and females in one of the industry’s fastest expanding companies, yet who remains one of less than a handful of women in the industry in CEO, CFO or COO positions.

The gender pay gap in online gaming is unsubstantiated in a world crying out for more disclosure and transparency.

Allowing the women that have found their way in to have their voices heard will encourage a greater talent pool to take interest.

Why build teams from only one resource, when you could build a stronger team from a broader range of resources that matches your consumer demand?

Further reading: Time for change – Jan Jones Blackhurst on gaming’s fight for gender equality

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“How do you balance consumer joy against the potential damage?” McArthur said. “A source of fun for most – and deeply ingrained in British life – but one that can cause harm to some.”

Like Mims Davies, minister for sport and civil society, before him, McArthur welcomed gambling related harm being recognised as a health issue as “a big step forward,” while he also welcomed the sector’s improved attitude to socially responsible gambling.

“But progress has been slower than everyone had hoped,” he cautioned. “‘Responsible gambling’ tends to focus on the individual’s behaviour,” said McArthur. adding that addressing the issues as “gambling related harm” shifts the onus to the operators.

“We using ‘gambling related harm’ as it goes wider than the individual and looks at the affects on families and society.

“We need more diversity in the gambling industry,” he said. “In research, in the understanding of consumer behaviour, in terms of interventional techniques and also with regards to treatment.

“We have made progress,” said McArthur, “but to maximise we need to harness the good intentions of the leaders in the gambling industry and nurture a culture that draws on the wide range of skills and experience – to benefit consumers and wider society.”

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SER is the Netherlands’ diversity consultation service, providing companies with advice in this area while offering referrals to the aforementioned Diversity in Business initiative and its Top Women programme.

The charter will help to promote diversity in the workplace, with the operator setting out to produce an action plan in six months.

One of Holland Casino’s goals is to have at least 50 per cent of the company’s female employees enrolled on its management development courses.

The operator is also working towards having five per cent more women entering and/or advancing into the positions of Duty Manager and Operations Manager within three years.

Maud Provily-Sliepen, Director of Human Resources at Holland Casino and one of those who signed the Diversity Charter, commented: “Signing the Diversity Charter goes hand in hand with the core values of Holland Casino.

“We believe it is important to be a social, safe and inclusive workplace with equal opportunities for everyone.”  

Holland Casino trains its managers to promote an environment where everyone feels safe and welcome, and it prioritises social safety so that “people know how to speak out if this is different in practice”. 

A biennial integrity survey will also be conducted, to which a “baseline measurement” has already taken place.

Holland Casino’s diversity initiatives are expected to be rolled out across its casino venues in Breda, Eindhoven, Enschede, Groningen, Leeuwarden, Nijmegen, Rotterdam, Scheveningen, Schiphol (Amsterdam Airport), Utrecht, Valkenburg and Venlo.

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The AGA study, which analysed EEOC data, also revealed that the industry “boasts a diverse executive pipeline, while identifying opportunities on gender representation”.

In total, 26 AGA member organisations – including gaming industry companies from the manufacturer, commercial and tribal operator segments – took part in the study. 

Completing an EEO-01 form, participants provided gender, race/ethnicity and job classification data for their workforces, submitting this data to a third-party accounting firm that calculated the various diversity metrics and safeguarded confidentiality. The data submitted was also reviewed for consistency across participants.

“Consumers, policymakers and investors are raising their expectations for all businesses on how they contribute to society beyond the bottom line,” commented Bill Miller, President and CEO of the AGA.

“Encompassing data from across commercial, tribal and manufacturing gaming verticals, the survey both highlights our industry’s leadership on diversity while presenting areas for continued progress.”

Results from the AGA study include:

• 61 per cent of gaming industry employees are minorities (52 per cent of the broader hospitality industry and 42 per cent of the total US workforce).
• 23 per cent of gaming employees are Hispanic and 19 per cent are Black (both higher than the national workforce and in line with the hospitality industry).
• 60 per cent of operator employees are minorities, up nearly 20 per cent from 2011 (higher than the hospitality sector and national workforces overall). 
• 45 per cent of gaming manufacturer employees are minorities (38 per cent in the broader electronic manufacturing workforce).

The study also revealed that gaming’s leadership is more diverse than national averages at the first/mid-level manager and professional levels. 45 per cent of first/mid-level managers are minorities, while 43 per cent of professionals are minorities (both 10 to 12 points above national and hospitality benchmarks).

However, gender diversity is an area of improvement for the industry, as gaming’s workforce is 48 per cent female, but this drops off at more senior-level roles.

Miller added: “As today’s report shows, our industry has made impactful strides toward becoming more diverse, but there is more work to do.

“The AGA will use this research to engage our membership on how we can collectively advance DEI in gaming in the months and years to come.”

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During her time at Videoslots she has held a number of roles including Head of Design, Creative Director and now Product Director. “My career started at Videoslots in 2012 when I was hired as a Graphic Designer. I was the fourth employee, first woman and first Maltese to join the company. As Videoslots grew as a brand, it gave me the opportunity to grow along the way,” Zarb Cousin told CasinoBeats. 

“I was initially promoted to Head of Design and allowed the chance to build the design department. This was my first managerial role, so this was a massive stepping stone for myself. This role taught me how to become a mentor, leader, and be more confident in the work I was doing. 

“Videoslots has always been very supportive, offering training and courses to better my leadership skills. I had been working at Videoslots for a few years when I felt I had reached the maximum growth in the design department, and I wanted to grow my knowledge in other areas of the igaming industry.

“As the company was growing, I saw the opportunity for improvement within the business. From this we created the role of Creative Director, and this allowed me to hire a Head of Design replacement.

“After working for two years within this role, I went in more of a product direction and as a result, we needed to expand this team further. So, for the past two years I have been Product Director and manage a small team within this sector, ensuring our product and vision in the business succeeds.” 

Since joining Videoslots, the team has expanded its reach on a global scale – now, with a   presence in Denmark, Italy, Malta, Spain, Sweden and the UK.

With a global footprint, Zarb Cousin explained that it’s now more important than ever to mark initiatives such as International Women’s Day – something that she highlighted is not just for women, but rather can benefit a company as a whole.

She added: “International Women’s Day is about celebrating how society has so far evolved, highlighting women’s achievements, women’s rights and gender equality. This day also pushes the focus on the importance of what still needs to be done. 

CasinoBeats asked Zarb Cousin if she had any words of encouragement or advice for those who would like to pursue senior leadership roles in their career. “I believe wanting to be in a leadership role needs to come from determination and willingness to learn from the individual. It’s about being consistent, while taking small yet significant steps,” she said. 

“It is important to not take things personally, we work in a fast-paced industry and stress levels can get overwhelming and it is vital to work as a team.”

In November last year, Videoslots rebranded with a new look and two new slogans #shapeyourfuture and ‘We are the Real Thing’.

Joining the conversation, Chief People Officer Anne Muscat Scerri explained that these two new slogans will showcase Videoslots’ commitment to career development and DEI initiatives for everyone in the company. 

She said: “The rebranding shows that as a company, we take pride in our diverse and inclusive culture, whilst also focusing and putting emphasis on how Videoslots is a place where you can grow your career and hence #shapeyourfuture. 

“With over 43 different nationalities from all over the world, with the youngest being 18 and the oldest 64, ‘We are the real thing’, as it is our people that make the company. Diversity brings in new ideas and acts as a pathway to unlock creativity. We see it as a key component for long term success.”

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Joining the likes of Entain, Caesars, Betsson, Flutter and Kindred Group, Betsson’s inclusion in the All-in Diversity Project will see the company provide guidance and support through sharing best practices and resources. 

Better Collective’s Co-founder and CEO, Jesper Søgaard, explained: “By combining great minds and bringing different perspectives to the table, we will be more innovative and create even better solutions. 

“Products will further appeal to more sports fans all around the world, while also attracting the best talents.That is also why we approach diversity and inclusion as drivers that make financial sense and are good for business.” 

The All-in Diversity Project is a non-profit dedicated to helping businesses and industry improve Diversity, Equality & Inclusion. All-in is a central resource for data and tools that help businesses make DEI a successful business strategy. 

Better Collective expressed that the firm is constantly looking to widen its scope to encompass DEI in its widest sense, and play a pivotal part in shaping the role played by media agencies in building an industry that is accessible to all. 

Co-Founder of All-in Diversity Project, Kelly Kehn, added: “Diversity, equity and inclusion is more relevant now than ever before. For an industry that has customers in every part of the world, the need to embrace diversity in all its forms is key to future growth and sustainability. 

“Media has the power to change perceptions and those platforms with DEI at the heart of their business have the power to impact both customers and our reputation as an industry overall. 

“With a tier one brand like Better Collective who shares our values and goals on board, we will have the fuel and reach to rocket this industry forward.” 

Currently, Better Collective works towards a gender balance across top management and the group of 35 per cent of the underrepresented gender by 2030. The group believes that changes start ‘from the top’, which, according to the firm, is why its board of directors is already made up of a diverse group of experts. 

Across Better Collective, roughly 40 employees are already actively working with DEI related activities as part of the group’s value around ‘Respect’.

Mr. Søgaard elaborated: “As a listed company we feel we have an even greater responsibility not only towards our employees, partners and sport fans but also towards our shareholders. 

“We want them to feel assured that DEI is part of our long-term strategy in building a sustainable business that is here to perform not only today and tomorrow but also far into the future.”

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The certification, provided to the company for its commitment in promoting and championing diversity, equity and inclusion, offers assurances that NetGaming offers a “safe and nurturing environment” for all its team members, who are encouraged to bring their true selves to work. 

Pallavi Deshmukh, CEO at NetGaming, expressed: “We are very proud and honoured to engage with Pride 365. DEI is intrinsic to NetGaming, discrimination at any level is not part of our nature. 

“Receiving certification from Pride 365 reaffirms our approach and makes it official. We are looking forward to working with Pride 365 and associating ourselves with the exciting projects they are part of.”

NetGaming stated that the values promoted by DEI are “inherent” to the company’s culture and emphasised its continued target to bring individuals with unique skill sets and backgrounds to create value in the sector. 

Furthermore, the supplier further condemned the instances of injustice or hostility towards those who are different. 

“Pride 365 are thrilled for NetGaming to make a real step towards inclusion and have become industry leaders as the first Pride 365 Certified organisation of this type,” stated Pride 365, COO, George Mizel. “Demonstrating that they are not just willing to say they are supportive of the LGBT+ community but actually show it.”

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Lena Nordin, chief HR officer at Betsson Group, addresses the online gambling group’s approach to diversity, what more needs to be done, and September’s Malta Pride.

CasinoBeats: What challenges do you believe are still present within the industry when it comes to gender diversity and inclusion? 

Lena Nordin: Without diversity, there is no innovation, and without inclusion, there is no diversity. So, for an industry that prides itself on pushing boundaries, it is essential that there are none when it comes to creating equal opportunities for all. 

We can always do better, of course, but it’s also fair to say that this industry is more diverse and inclusive than many others, and certainly should be praised for its proactivity in establishing long-term change.

We have multiple awards and initiatives that champion women and diversity, including the influential All-In Diversity Project, of which Betsson is a founding member. These create excellent platforms to gather and showcase talent and to highlight the leading role that women and people from different backgrounds – individually and collectively – play.

A major advantage for the igaming industry is that it is newer, fresher and faster-paced than many others. It is at the forefront of digital, which demands innovation, diversity and a global approach. The workforce is typically young and vibrant and takes this for granted. It is not an option.

While board level is still male-dominated, we are seeing positive changes here, and as millennials become leaders – which they already are – the change accelerates, and it becomes natural. This is already happening at management and senior management levels, which are more balanced. At Betsson, approximately 40 per cent of employees are women and we are striving to push that proportion higher.

“Inclusion is about celebrating people’s differences and embracing them”

CB: Following on from the previous question, what initiatives does Betsson currently have or place, or plan to launch, to promote an inclusive culture both within the organisation and industry wide?

LN: Betsson is an amazing company to work for, with a spread of different people from different places. We’re super proud to be home to more than 60 nationalities, which gives us a special vibe in the office and a unique culture across the business. When you add to this that 75 per cent of our employees are millennials, giving us an average age of 33 we have an incredibly diverse and open environment. 

This hasn’t happened by luck: as well as being one of the most active supporters and engaged sponsors of industry initiatives, we have implemented our own. 

In 2019, we created a new model called DIB (Diversity, Inclusion, Belonging) and continuously assess our performance in these areas, using both qualitative and quantitative methods.

For diversity, we look at data and statistics. How many people do we have in different countries? How many from different backgrounds? How many women do we employ? What roles do they have? Diversity is a way to recognise that every individual is unique. 

Inclusion is about celebrating people’s differences and embracing them to make sure everyone is involved, whether that’s developing leaders or onboarding new staff, offering team activities, sharing knowledge, or fostering a global mindset and culture. Everyone should feel included. 

Belonging is about how people feel. We know we have a diverse workforce, with an inclusive culture, but do people believe in it? Do they feel that they belong to the Betsson family? There are different ways of measuring this, including an annual employee survey, which consistently shows high engagement.

“As an industry, we need to be doing more of what we are already doing”

For example, when asked in the most recent employee survey whether they agreed with the following statements, 84 per cent said Betsson provides equal opportunities to people regardless of their backgrounds, 92 per cent said Betsson makes sure I feel an equal part of the team, 88 per cent said they had the freedom to express new ideas, and 91 per cent felt able to speak out when they held a different opinion.

We also established WIBE – Women in Betsson – a platform to promote equality and the empowerment of women within the igaming industry, and where women at Betsson can network and inspire each other. This started out as face-to-face workshops and meetings and we adapted by taking it online during the pandemic, which had the benefit of bringing together all our locations and broadening participation. 

Diversity gives us a competitive advantage. We know – based on research and experience – when people come from different areas, with different thoughts, then they will ask questions. If you have a group of the same types of personalities thinking alike then they won’t challenge the status quo, nor each other. 

CB: What more would you say needs to be done throughout the industry?

LN: As an industry, we need to be doing more of what we are already doing, and, most importantly, we need to work together to achieve the maximum results. 

The more that we can come together as an industry and take the front seat, it will be for all our betterment. Rather than competing about being the most diverse, the most inclusive, if we can find networks and join forces and influence more women and a wider talent pool to join the industry, or talk about the diversity of the industry, the greater and faster it will develop.

“Without diversity, there is no innovation, and without inclusion, there is no diversity”

This discussion will help people from the outside understand. Not everyone knows igaming is one of the most digital and technologically advanced industries in the world. Marketing together is of immense benefit to us all and, fortunately, we have seen that it is not only Betsson that has this way of thinking and is open to collaboration.

CB: Malta Pride took place in September, what did Betsson plan for the event? 

LN: Due to some remaining pandemic restrictions, the annual Pride march in the streets of Valletta did not take place this year. As a company we participated in 2018 and 2019 and I, personally, really enjoyed marching together with several Betssonites to show our support towards the LGBTIQ+ community. 

Last year we had a greatly appreciated online lecture with an internationally renowned transgender expert who spoke on gender and inclusion in the workplace. Following the fantastic feedback, this year we also opted for a transgender speaker and invited professional racing driver, Charlie Martin. She made history as the first transgender driver to enter the Nürburgring Endurance Series in 2020. 

Alongside motorsport, Charlie is a motivational speaker and in her exclusive Betsson Group talk, she shared several stories of her life experiences and journey so far. Everyone who attended the live session or watched the recording was captivated by her story and we couldn’t have picked a better speaker for this initiative during Pride Month 2021.

Lena Nordin was recently awarded as Leader of the Year at the Women in Gaming, Diversity Awards 2021, in which Betsson Group also won the ‘Diversity & Inclusion’ Award. Betsson Group is shortlisted for six awards at the upcoming SBC Awards Latinoamérica 2021, including ‘Employer of the Year/Empleador del Año’

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The move is part of the gambling tech firm’s ‘Sustainable Success’ global sustainability strategy, which forms the blueprint for growing the business in a way that has a positive impact on its people and communities, as well as the environment and wider industry.

WIth a foundation of success “built by its people,” Playtech says that it’s aiming to foster a “truly inclusive culture” which attracts and retains talented people to develop their skills and careers.

Shimon Akad, chief operating officer at Playtech, commented: “We are delighted to partner with All-In Diversity to help champion diversity and inclusion at Playtech, as well as within our sector.  

“As the leading technology supplier in the industry, it is imperative to our success that we are able to lead the industry in building a sustainable, commercially viable, entertainment first industry – for the benefit of all. 

“Partnering with the All-In Diversity Project will play an important role in supporting our efforts to promote an inclusive culture and accelerate progress on every aspect of diversity within the organisation.” 

The All-in Diversity Project is a non-profit dedicated to helping businesses and industry improve diversity, equality and inclusion. All-in is a central resource for data and tools that help businesses make DEI a successful business strategy. 

“Playtech’s timing could not be better. As we continue to grow and align our work with the needs of the industry, having the support of established industry leaders is key to driving impactful change,” stated Kelly Kehn, co-founder of All-in Diversity Project.  

“This together with their commitment to the Project we are very much looking forward to their commitment and good work we can accomplish with their support.”

All-in founding members provide guidance and support sharing best practices and resources, with Playtech joining the likes of Lottoland, Entain, Microgaming, IGT, SiS, Caesars, Betsson, Scientific Games, Flutter, Gaming Innovation Group, and Kindred Group.

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This year’s National Diversity Awards ceremony will be held at Liverpool Anglican Cathedral on 4th February, 2022, with the event to recognise nominees in their respective fields of diversity including age, disability, gender, race, faith, religion and sexual orientation.

Pelc worked in a wide range of high-profile roles at companies including LeoVegas, Betsson Group and Scientific Games before recently launching her own gaming business, SharedPlay, having successfully raised seven-figure backing from a range of investors.  

Pelc explained on the nomination: “I am humbled to have been recognised in the Entrepreneur category at the National Diversity Awards.

“Throughout my career, I have sought to promote gender diversity and inclusion at every turn. As the female founder of a tech start-up, I have experienced many of the challenges that all entrepreneurs face but I was fortunate to find myself in an environment where gender needn’t be a barrier to success.

“I’d hope that is the case for other female entrepreneurs and that by being transparent about my journey from the early days, I might provide some much-needed encouragement to others. Indeed, through a variety of projects and collaborations, I have learned that embracing diversity is the key to unlocking true entrepreneurial spirit.”

ITV News will be working in association with the National Diversity Awards to highlight role models and community organisations on regional and national news channels.

Rachel Corp, acting editor of ITV News, said: “We are pleased that ITV News will once again be supporting the National Diversity Awards. ITV News remains committed to telling the stories of those who, through their work and dedication to helping others, have made a difference, enhancing equality, diversity and inclusion in our society.”

The UK’s largest diversity awards have attracted a growing list of supporters including Adam Hills, Graham Norton and Katie Piper. 

Sir Lenny Henry CBE, last year named Celebrity of the Year, added: “Diversity to me means involving everybody without any discrimination; it means having integrated groups in society, it means fairness and total inclusion and that’s what the National Diversity Awards are about. Congratulations to everyone who has been nominated, you’re all doing a fantastic job.”

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