The iGB Most Influential Women campaign has recommenced its initiative, looking for pioneering figures who are reshaping the gambling industry for women. As the sector evolves, there are pressing questions about its inclusivity and future direction regarding diversity, equity, and inclusion (DEI).
Mark Skinner, the chief people officer at Allwyn Digital, notes the progress in the conversation around DEI. Initially framed as a question of whether organizations were implementing DEI, it has shifted to discussions about its actual business impact and effectiveness in team culture and talent retention.
"Stakeholders increasingly want evidence that initiatives deliver meaningful outcomes rather than simply demonstrating good intentions," Skinner stated, pointing to a growing expectation that DEI is no longer a peripheral initiative but a central element of business culture.
Grainne Hurst, CEO of the Betting & Gaming Council in the UK, agrees that there has been a shift in focus. As she puts it, the discourse now encompasses inclusion, retention, well-being, and career progression. Hurst emphasized that businesses need to embed DEI into their everyday practices, not just treat it as an isolated project.
Industry associations have been pivotal in this progress through programs such as mentoring and leadership development. Hurst, a board member at Global Gaming Women, highlighted the role of networks and mentorship in advancing women's careers, recalling her own recognition in iGB's Most Influential Women list in 2024.
Lois Bright, another alum from the MIW 2024, has made strides with her organization, Women in Gaming Africa, focusing on promoting women's visibility in leadership. She pointed out that the group has provided a platform for women to drive tangible change collectively, rather than as individuals.
The importance of leadership in cultivating an inclusive culture cannot be overstated. Skinner asserted, "Leadership is the single biggest determinant of an inclusive culture." He explained that while policies play a role, the true experience of inclusion is shaped by managers. Leaders set the standard through their decisions and behaviors.
Some companies, like Evoke, are actively monitoring DEI at the leadership level. Nicola Kociuba, Evoke's business partner in learning and performance, explained that their Nomination Committee tracks diversity goals and makes decisions based on merit, experience, and capability.
Playtech also emphasizes its DEI progress. According to Sophie Yaxley, director of the company’s global Centre of Excellence, female representation in leadership increased from 23% in 2021 to 32% in 2025. She stressed that their focus is on fostering an environment where everyone can succeed.
While attracting diverse talent remains a challenge for the gambling industry, retaining those individuals is becoming increasingly crucial. Skinner remarked, "A common misconception is that DEI is solely about recruitment targets." Many businesses overlook the necessity of establishing an inclusive culture that can keep diverse employees.
He highlighted that the gambling sector competes in a tight labor market, especially for roles in technology and digital sectors, often hindered by misconceptions about the industry. Many candidates are unaware of the variety of career opportunities available, which affects recruitment efforts.
Yaxley cautioned against the misconception that representation alone signifies a successful DEI strategy. She emphasized that real inclusion involves equal access to opportunities and development.
Bright added that true diversity requires more than compliance with hiring quotas. She proposed that organizations focus on genuinely including women in leadership roles, rather than viewing diversity as a checklist exercise.
Despite advancements, interviewees acknowledged that gaps remain. Yaxley opined that diversity should be visibly represented at all organizational levels, particularly in senior leadership roles, while also advocating for greater focus on disability and neurodiversity issues.
Bright remarked on the need for more women in regulatory positions in Africa and noted that while progress is being made, there is still much work ahead. Moreover, she cautioned against applying a one-size-fits-all global approach to DEI, emphasizing the diverse cultural and social contexts around the world.
Looking into the future, industry leaders envision DEI as an integral part of everyday business decisions. Yaxley expressed hope that DEI will evolve into a fundamental operational component of organizations. She stressed the importance of fostering an atmosphere where employees feel valued and their contributions recognized.
The iGB is currently accepting nominations for its 2026 Most Influential Women initiative, seeking to highlight the diverse talent within the gambling sector across various markets and departments.
