The gambling sector’s diversity, equity and inclusion (DEI) discussion is moving beyond representation targets towards retention, progression, wellbeing and measurable business outcomes, according to executives speaking ahead of iGB’s 2026 Most Influential Women initiative.
“Speaking to various parties across the gambling field, it is clear that progress has been made in recent years,” said Mark Skinner, chief people officer at Allwyn Digital. He said the question had shifted from “Are we doing DEI?” to whether it was improving business performance, culture and the ability to attract and retain talent.
Skinner said stakeholders increasingly expect evidence that DEI programmes produce meaningful results rather than simply demonstrating good intentions.
Leadership and industry networks
Grainne Hurst, CEO of the Betting & Gaming Council in the UK and a board member at Global Gaming Women, said the conversation now covered “inclusion, retention, well-being and progression”. She added that DEI needed to be part of everyday culture rather than treated as a separate initiative. Hurst was included in iGB’s Most Influential Women list in 2024.
Lois Bright, founder of Women in Gaming Africa and co-founder of Gaming Advisory Partners, said industry networks had helped make women more visible and supported their progression into leadership. “They have a platform for tangible change, not just them as individuals, but collectively as a movement,” Bright said.
Interviewees identified senior leadership as the main driver of workplace inclusion. Skinner said managers shaped employees’ experience through the decisions they made, the behaviours they rewarded and the conversations they encouraged.
At Evoke, the Nomination Committee monitors diversity objectives and considers diversity in succession planning and appointments, while maintaining decisions based on merit, experience and capability, according to Nicola Kociuba, learning and performance business partner.
Playtech’s female leadership representation increased from 23% in 2021 to 32% in 2025, said Sophie Yaxley, its global Centre of Excellence director.
Recruitment is only one measure
Skinner warned that hiring diverse employees without building an inclusive culture could increase turnover. He also said gambling companies faced strong competition for digital, technology, data, AI and product talent from fintech, technology, gaming and consumer brands. Limited awareness of careers in gaming and lotteries, alongside negative perceptions of the sector, could deter candidates.
Yaxley said representation was only one measure of progress. Equal access to development, promotion and leadership opportunities was also necessary. Bright said businesses should avoid treating women as recruitment “box ticking” and recognise their contribution to commercial success.
The sector still has gaps at senior and executive levels, Yaxley said, while disability and neurodiversity required greater visibility in DEIB discussions. Bright identified the lack of women in senior regulatory roles as a continuing concern in Africa, although she said progress was moving in the right direction. She also cautioned that DEI priorities differ across African countries and cannot be assessed through a single global lens.
Yaxley said the next phase should make DEI “a fundamental part of how organisations operate”, with technology and people analytics supporting fairer, evidence-based talent decisions and a stronger focus on belonging.
Submissions for iGB’s 2026 Most Influential Women initiative are open until 1 October, covering all markets, channels and departments.
Source: iGaming Business
