As the iGB reopens its Most Influential Women campaign, the spotlight shifts to those who are changing the dynamics for women in the gambling industry. A critical evaluation of inclusivity reveals both advancements and areas for improvement in the sector.
Mark Skinner, chief people officer at Allwyn Digital, observes a noticeable evolution in discussions around diversity, equity, and inclusion (DEI). He notes, "Speaking to various parties across the gambling field, it is clear that progress has been made in recent years. 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?’" This maturity in conversation signals a demand for tangible outcomes from DEI initiatives rather than mere intentions.
Grainne Hurst, CEO of the Betting & Gaming Council in the UK, echoes this sentiment. She states, “The conversation has moved beyond representation alone towards inclusion, retention, well-being and progression.” Hurst emphasizes that companies need to weave DEI into the fabric of their culture instead of treating it as an isolated project.
Industry associations have been pivotal in fostering progress through mentoring, networking, and leadership development. Hurst, who also serves on the board of Global Gaming Women, highlights the critical role that such networks provide in helping women ascend to leadership roles. Lois Bright, co-founder of Women in Gaming Africa and Gaming Advisory Partners, notes the importance of visibility and progress in creating platforms for women to effect change.
A consensus exists that for DEI to be truly effective, it needs to originate at the leadership level. Skinner stresses, “Leadership is the single biggest determinant of an inclusive culture. Policies matter, but individuals experience inclusion primarily through their managers.”
Some companies are undertaking measures to track the effectiveness of their DEI initiatives. At Evoke, Nicola Kociuba indicates that their Nomination Committee closely monitors diversity objectives to ensure accountability in leadership decisions.
Playtech is also documenting its DEI milestones, as Sophie Yaxley, the company's global Centre of Excellence director, reports an increase in female representation in leadership from 23% in 2021 to 32% in 2025. She emphasizes the need for an environment that encourages everyone to contribute and grow.
While recruitment remains a vital aspect of DEI, Skinner points out that retention is now a pressing concern. "One misconception is that DEI is solely about recruitment targets… Bringing diverse people into an organisation without creating an inclusive culture simply results in higher turnover," he explains. Perceptions about the gambling industry can deter potential talent as many individuals are unaware of the career spectrum available within the field.
Yaxley highlights the importance of understanding that representation isn't the sole metric for gauging inclusivity. "One of the biggest misconceptions is that DEI can be measured by representation alone. Representation matters, but it’s only one part of the picture," she remarks. Bright adds that organizations should prioritize candidate diversity genuinely rather than superficially.
Despite progress, Yaxley underscores a continued need for diversity at every organizational level, particularly in senior positions. She also emphasizes the importance of including disability and neurodiversity in DEI discussions to leverage diverse perspectives.
Looking toward the future, industry leaders foresee a transition from isolated DEI initiatives towards integrating inclusion into regular business operations. Yaxley envisions DEI as a core component of organizational practice, supported by technology and analytics to ensure fair talent management. She hopes that conversations will increasingly focus on creating a sense of belonging. For a sector vying for talent, cultivating an inclusive environment is becoming as critical for business success as for organizational culture.
The iGB is currently inviting submissions for its 2026 Most Influential Women initiative, encouraging entries that showcase the diversity and talent present across the gambling sector. The deadline for nominations is set for October 1, highlighting the continued effort to recognize and uplift those who are charting the future of the industry.
