The Most Influential Women (MIW) campaign is once again open to nominations in the gambling sector as iGB seeks to highlight those who are making significant strides for women in the industry. Observers are not only reflecting on how far the industry has come in integrating Diversity, Equity, and Inclusion (DEI) initiatives but also discussing what the next steps should be.
Mark Skinner, chief people officer at Allwyn Digital, illustrates the maturation of this discussion within the sector. “How has the conversation moved on from 'Are we doing DEI?' to 'Is it improving our business, our culture and our ability to attract and retain great people?'” he asks, noting that stakeholders are now demanding measurable outcomes from DEI initiatives rather than mere good intentions.
The shift in perspective towards viewing DEI as an integral part of business culture, rather than a separate initiative, is becoming evident. Grainne Hurst, CEO of the Betting & Gaming Council in the UK, remarks that the dialogue has evolved. “The conversation has moved beyond representation alone to inclusion, retention, well-being and progression,” she states. Businesses are increasingly recognizing the need to embed DEI into daily practices.
Industry associations have been pivotal in driving this progress through mentoring, networking, and leadership development. Hurst, who also serves on the board of Global Gaming Women, has witnessed how vital mentorship and role models are for advancing women’s careers. She was listed in iGB's MIW in 2024 for her contributions.
Lois Bright, another 2024 MIW honoree and founder of Women in Gaming Africa, highlights the group's success in creating visibility for women in leadership roles. “It’s given a boost to women in the sense that they have a platform for tangible change, not just them as individuals, but collectively as a movement,” she explains.
There’s widespread agreement that effective DEI efforts need to begin at the highest levels of a company. Skinner emphasizes, “Leadership is the single biggest determinant of an inclusive culture.” He points out that while policies are essential, actual inclusion is mostly experienced through management. Leaders are responsible for establishing the tone and setting expectations through their decisions and behaviors.
Some firms, including Evoke, monitor DEI from a leadership perspective, ensuring accountability for diversity objectives during succession planning. Nicola Kociuba, a learning and performance business partner at Evoke, describes how the company’s Nomination Committee tracks its progress in meeting diversity goals.
Playtech is also committed to tracking its DEI progress. Sophie Yaxley, the director of the company’s global Centre of Excellence, reports that female representation in Playtech's leadership has increased from 23% in 2021 to 32% in 2025. “Our focus is not only on representation but also on creating an environment where everyone can contribute, develop, and succeed,” Yaxley asserts.
While attracting diverse talent remains a challenge, retaining that talent has become crucial. Skinner notes, “One misconception is that DEI is solely about recruitment targets.” Although recruitment is vital, he believes that failing to foster an inclusive culture can lead to high turnover rates among those recruited.
Perceptions of the sector can also impact recruitment efforts. Many prospective employees are unaware of the range of careers within gaming and may hold preconceived notions about the industry. Skinner points out that the gambling industry competes not only with other operators but also with fintech and technology companies, which often have stronger reputations and face fewer misconceptions.
Despite ongoing efforts, interviewees agree there are still gaps in DEI within the gambling industry. Yaxley points out the need to ensure diversity at all organizational levels, particularly in senior executive roles. She also advocates for broader discussions around disability and neurodiversity, areas that often lack visibility but are essential for comprehensive DEI efforts.
Bright highlights that a pressing challenge in Africa is increasing the representation of women in decision-making positions in regulatory environments. “I think if you look at the regulators, sometimes I do feel sad to see that it is largely just men,” she states. However, she is optimistic, believing progress is being made.
Looking forward, leaders in the industry anticipate that DEI efforts will focus less on isolated initiatives and more on integrating inclusion into everyday business operations. Yaxley envisions DEI becoming a fundamental aspect of organizational functioning, supported by technology and analytics that facilitate fairer talent decisions. “The conversation needs to evolve from representation alone to a stronger emphasis on belonging,” she concludes.
As the gambling sector becomes increasingly competitive for top talent, cultivating an inclusive workplace is essential not just for ethical reasons but as a commercial priority. Nominations for the 2026 Most Influential Women initiative are now being accepted, with a deadline of October 1. The initiative aims to showcase the diverse talent within the sector and highlight champions of change for the industry's future.
