D&I is one of gambling’s greatest challenges, along with other entertainment sectors, according to Christina Thakor-Rankin. She argues that this shows the need for programs such as iGB’s Most Influential Woman
Every year, when events like International Women’s Day or industry-specific initiatives like Most Influential Women come up again, some people ask why they are necessary.
Several people have asked the question ‘why the gambling and betting industry should be more inclusive?’ It’s because it is 2021. Now that we are in the second decade, the world is experiencing a digital revolution and globalisation. Power, leadership, and success are no longer the domain of (mainly) men with a certain background, who have the correct connections.
Life is rarely that easy. We are all products of the past. Decades, even centuries, of cultural, religious, and environmental influences, as well as social conditioning, have shaped our current definitions of what is ‘normal.’ It will take much more than just a quick statement on Facebook or Twitter to reverse-engineer and unwind generations of prejudices.
While most of the people who read this article will believe that equality is important, forcing diversity into a sector where gambling is a core activity, which requires moral, religious, or cultural approval to be socially acceptable, is fraught with difficulties. It’s not just that the same things that make gambling socially unacceptable also provide a convenient reason for the lack diversity. Why would someone from a culture that is against gambling want to be able to work there? It’s them, not us.
This is the reason why diversity is essential for this industry to remain relevant and active in the future.
Come out of the Shadows
It has taken a lot of time for the industry to transform gambling’s image from something that is done behind closed doors by few people to a popular leisure activity. The industry has had great success in its attempts and has made a lot of money by partnering with entertainment.
In the entertainment industry, success is achieved by staying current – adapting and embracing the wind of change while continuing to reflect and represent the surrounding world. Our world is rapidly changing. Consumers, investors and employees are driving the changes.
To remain relevant, you must have a thorough understanding of your audience’s changing needs and expectations. This means being able attract talent, employees that understand and meet the expectations and needs of the new generation of customers. It’s not enough to attract talent, but you also need to keep it for long enough to have an impact.
Diversity and inclusion or a lack thereof is one of the biggest challenges facing the entertainment industry today. Disney, the Oscars and other major players have had to make a difficult choice: change or become irrelevant.
The same scrutiny is required if betting and gambling are to be considered entertainment. Slots with sexualised images of women, African hunters wearing noses and turbans, Orientals in coolies, and other stereotypes that are still prevalent amongst most game providers, will soon lose their appeal. Continued use of these stereotypes as entertainment could lead to the gaming industry being labeled at best out-of-touch and tone deaf, or at worst profiteers who perpetuate outdated stereotypes.
The risk is present in all areas of the gambling industry. It does not only apply to games or content. The industry must learn from other industries’ mistakes, including the language and imagery used in advertising and marketing, as well as the selection of advocates, ambassadors and influencers. It needs to pay attention to the fact that accusations of incompetence due to cultural differences will only exacerbate its reputational problems in certain areas, such as responsible gaming.
Behind the scenes, there is a lack of funding
The focus of scrutiny in entertainment, as well as in other industries, has shifted from the issue to its cause – there is not enough diversity in behind-the-scenes and the decision-making power still rests with (mainly) men of color with the appropriate background and connections.
People at the top set the tone for an organization, its culture and strategy. The behaviour of an individual breeds more behaviour. In this industry, the success of an individual is often determined by the speaker lineups or the awards ceremony, and (mostly) by white men. The reasons vary, from deliberate decisions to maintain a ‘prestige or gravitas’ status to unconscious blindspots and failing to see that almost everyone considered to be’successful or expert’ is white and male.
It is important to be able to think, act and see things differently than your competition in a market like gambling and betting, where points of differentiation have replaced brand loyalty to engage customers. It is important to have a variety of behaviors, not just conformity.
The fact that awards and conferences continue to promote an old-fashioned image of success in this context would have been a major problem if not for some of the most powerful and influential people within the industry who are now waking up to the changing world.
The CEOs of many of the most interesting and successful companies in the world are no longer white men. The long-term viability of the industry depends on its ability to stay relevant in the modern world.
It is important to celebrate the achievements of these organisations, and to ensure that they continue on the correct path. This will allow the industry to grow and prosper.
The nominations for iGB’s Most Influential Woman 2021 will close on Friday, 15 October at 18:00 BST. You can nominate someone by clicking here.
Christina Thakor-Rankin, co-founder and director of All-In Diversity Project.
