Although gambling has traditionally been seen as a male-dominated activity, the evidence suggests that women are increasingly likely to gamble in 2023, thanks to a gambling sector that offers many more options for gambling other than the traditional betting shop or land based casino. The modern online casino industry is conscious of the fact that up to half of its customers and potential customers are women, although this can sometimes lead to some stereotyped marketing ploys, including overuse of the pink colour and an approach that suggests women prefer to play bingo rather than traditional casino games such as roulette or blackjack, for which there is limited evidence.

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