iGB has reopened its Most Influential Women (MIW) campaign, aiming to spotlight the leaders reshaping the role of women in the gambling sector. As the conversation shifts from ‘Are we doing DEI?’ to ‘Is it benefiting our business and culture?’, progress in diversity, equity, and inclusion (DEI) within the industry is evident.
Mark Skinner, chief people officer at Allwyn Digital, notes a maturation of the dialogue around DEI initiatives. According to him, stakeholders are now expecting companies to provide tangible evidence of positive outcomes rather than merely expressing goodwill. This change reflects an adjustment in the industry, viewing DEI not as an isolated program but as interwoven within daily business practices.
Grainne Hurst, CEO of the Betting & Gaming Council in the UK, affirms this evolution, explaining that discussions have broadened beyond simple representation to encompass inclusion, retention, and employee well-being. Businesses increasingly recognize that integrating DEI into their culture is essential, rather than relegating it to separate endeavors.
Industry associations have significantly contributed to advancement through mentoring and networking. Hurst, who also serves on the board of Global Gaming Women, emphasizes how these networks foster opportunities for women to rise in their careers. She is a past honoree of iGB's Most Influential Women list in 2024.
Lois Bright, another MIW 2024 honoree and the founder of Women in Gaming Africa, highlights her organization’s achievements in creating visibility and fostering leadership opportunities for women. She believes this visibility has empowered women collectively to demand change, not just individually.
A consensus exists in the industry that leadership commitment is crucial for cultivating an inclusive culture. Skinner points out that while policies are important, the managerial level primarily influences individuals' experiences of inclusion. Leaders set the tone with their choices, the behaviors they endorse, and the discussions they promote.
Companies like Evoke monitor DEI at the leadership level to ensure their initiatives are impactful. Nicola Kociuba, Evoke’s learning and performance business partner, explains that the company’s Nomination Committee tracks diversity goals in succession plans while emphasizing merit and capability.
Playtech tracks its progress as well, with Sophie Yaxley, the global Centre of Excellence director, noting an increase in female representation in leadership roles from 23% in 2021 to 32% in 2025. She emphasizes that beyond just representation, fostering an environment where everyone can contribute is vital.
A pressing concern remains attracting and retaining diverse talent in the gambling sector. Skinner acknowledges that while recruitment is important, retention has gained attention. He cites a misconception that DEI efforts focus solely on hiring quotas, stating that without an inclusive culture, diverse hires are likely to leave.
He highlights the intense competition for talent in technology and related fields, where perceptions of the gambling industry can act as barriers. Many qualified candidates are unaware of the various career opportunities within gaming and lotteries or hold preconceived notions about the sector that deter them from applying.
Yaxley warns against equating headcount to genuine inclusion, stressing that measuring DEI encompasses more than representation; it is about equitable access to development and leadership opportunities for all employees. Bright concurs, emphasizing the need for more gender diversity in hiring practices without simply fulfilling quotas.
Despite advancements, interviewees agree that challenges persist. Yaxley urges the industry to attain diversity at all organizational levels, particularly in senior roles, and to broaden the focus beyond gender to include disability and neurodiversity, both of which can present unique perspectives that strengthen businesses.
Bright highlights ongoing challenges in Africa, where she seeks to see more women in senior regulatory positions. While progress is underway, significant effort remains to improve representation.
The future of DEI in gambling appears to hinge on embedding inclusivity into everyday business operations rather than viewing it as a separate initiative. Yaxley envisions a future where DEI principles are integral to organizational functioning, with technology aiding in fair decision-making regarding talent.
She hopes the dialogue will shift from mere representation to a deeper focus on fostering a sense of belonging within organizations. In a competitive talent market, creating an inclusive workplace is increasingly viewed as both a cultural and commercial necessity.
iGB is currently accepting nominations for its 2026 Most Influential Women initiative, aiming to reflect the sector's diversity across various channels and functions. Submissions will be accepted until October 1st, encouraging nominations for impressive women across all positions.
