Sexism in the Live Casino Industry

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Everyone has heard the age-old adage that sex sells. Does it really, though? Playing on aspects of sex indeed makes ads more memorable, but the people who are exposed to it isn’t actually any more likely to spend money than the people who’ve seen non-sexual advertisements. Research has suggested that consumers are more likely to remember ads with sexual content because of sexual appeal. But they are not more likely to remember the brands behind the ad. Also, even though the sexual ads are appealing, the consumers will generally have a more negative attitude towards brands that use sex to sell compared to brands that don’t. This doesn’t stop many companies to use sex as a means of promotion and selling products or services.


The Online Gambling Industry is Predominantly Male


The growing issue of sexism in the gambling industry was brought to attention after a series of headline news following conferences and events in the gambling industry. Most notably, in 2018 there was an outcry in the media during and after the world’s largest gambling conference, ICE London, where it was reported that half-naked and even naked women were hired to promote and amuse the crowds. A year later, in 2019, a yearly offline poker tournament was played in Malta, the Mecca of the online gambling industry. The tournament organisers decided on having half-naked male dealers during their female-only tournament. A tremendously stupid decision that again highlighted the issues around sexism in the industry.


A Better Balance Leads to Better Practices?


All these negative media highlighted that there was a lack of representation from women in the decision-making process. When looking at organisations operating in the online gambling industry, the working environment has been predominantly male. This status is slowly changing due to the discriminatory practices that were highlighted in the last couple of years. Operators are slowly transforming into more equal and balanced work environments with a broader representation of female works. This lead to better decisions, where ethical aspects can be addressed and decided against as topics are discussed with greater insights and diversity.


Sex as a Tool to Sell?


Live casino is a vertical within the online gambling industry which utilise real-life dealers who facilitate the games that are played in the online casinos, such as blackjack, roulette and baccarat. The setup is live-streamed, and players interact with the dealer and the table game through their desktop or mobile phones. The live casino vertical is widely criticised for discrimination and unethical practices where beautiful young people are used to facilitate the games. A method where sex is a selling tool. What are the rational reasons for using sex to sell? According to a spokesperson from Livecasinokings India, a website that advertises online live casinos. He agreed that many live casino games providers hire attractive people and make it mandatory to wear uniforms which are usually tight-fitted and revealing dresses or shirts. The marketing company which has a lot of knowledge and advertises live casinos pointed out that there are many providers around the world, and far from everyone is systematically using sexuality as a means of selling their products. Fortunately, the most prominent providers have the integrity needed to combat unethical practices that can often be seen in smaller and less mature providers who are trying to get a foot in the door. At LiveCasinoKings, they only feature ethical and mature companies that don’t discriminate or exploit sexuality and workers. He also agrees that gender stereotypes are generalised and used in any live casino. When entering the lobby of an online live casino, quickly a person will notice that the thumbnails of different tables feature young, attractive individuals where uniforms are prescriptive to each gender. Female dealers typically make up for the majority of the workforce.


Media will continue to be central to promoting the change and achieving gender equality and abolishing unethical practices. All nations, including India, have their traditions, gender stereotypes are part of that. These stereotypes were made by people and can be changed by people to achieve healthy business practices and work environments.


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