The iGB has relaunched its Most Influential Women campaign, aimed at recognizing individuals who are significantly impacting the gambling sector. As the initiative opens for new nominations, it prompts reflection on the advances in diversity, equity, and inclusion (DEI) within the industry, and what the future might hold.
Mark Skinner, chief people officer at Allwyn Digital, shares insights from conversations across the gambling spectrum, noting a clear evolution in dialogue from "Are we doing DEI?" to "Is it improving our business, culture, and ability to attract and retain talent?" He points out that stakeholders now seek evidence of tangible results from DEI efforts, moving beyond simply expressing goodwill.
Grainne Hurst, CEO of the Betting & Gaming Council in the UK, also emphasizes this shift: "The conversation has moved beyond representation alone towards inclusion, retention, well-being, and progression," she states, stressing the importance of integrating DEI into organizational culture rather than treating it as an isolated initiative.
Industry associations have been pivotal in fostering this progress through mentoring, networking, and leadership development. Hurst, a board member of Global Gaming Women, highlights how mentorship can facilitate women's advancement in the field, referencing her own recognition in iGB's Most Influential Women list in 2024. Similarly, Lois Bright, founder of Women in Gaming Africa and co-founder of Gaming Advisory Partners, notes that her organization has created a platform for women to gain visibility and move into leadership positions.
A consensus exists among industry leaders that DEI initiatives must originate from the top tiers of management. Skinner underscores that "leadership is the single biggest determinant of an inclusive culture," as the behaviors and choices of leaders shape and maintain inclusion.
Some companies, including Evoke, actively track their DEI initiatives at the leadership level. "Our Nomination Committee monitors progress against diversity objectives and considers diversity in succession planning," explains Nicola Kociuba, Evoke's learning and performance business partner. In a similar vein, Playtech has reported a rise in female representation in its leadership, from 23% in 2021 to 32% in 2025, according to Sophie Yaxley, the company's global Centre of Excellence director.
While attracting diverse talent remains a focus, there is growing concern about retention. Skinner describes a misconception that distinguishes DEI as merely a recruitment target. He argues that without a supportive culture, diverse hires tend to leave. Although he identifies recruitment as a significant hurdle, he acknowledges that the competitive landscape for talent, particularly in digital and tech roles, complicates this issue. Additionally, misconceptions about the gambling industry's career opportunities pose recruitment challenges.
Yaxley cautions against equating DEI success with mere headcount, claiming that true progress is measured by equitable access to development and leadership roles. Bright emphasizes that diversity should not be achieved through checkbox exercises during recruitment.
Despite advancements, industry experts agree that further work is needed, particularly in ensuring diversity across all organizational levels, especially in senior leadership roles. Yaxley notes the importance of addressing multiple dimensions of diversity, including disability and neurodiversity, which often remain overlooked in DEI discussions. Bright highlights the need for more female representation in decision-making positions within regulatory bodies, while also urging against a one-size-fits-all approach to DEI across regions.
Looking forward, leaders envision a future where DEI is seamlessly integrated into business operations. Yaxley aspires for DEI to become fundamental across organizations, leveraging technology and people analytics for equitable decision-making. Ultimately, leaders anticipate a shift from focusing on mere representation toward fostering a sense of belonging—where everyone feels valued and empowered to contribute fully.
The gambling industry is witnessing increased competition for talent, rendering inclusive workplaces not just a cultural imperative but a commercial one. The iGB continues to call for nominations for its 2026 Most Influential Women initiative, seeking to highlight the sector’s diverse talent and its impactful champions of change.
