Gambling Industry DEI Efforts Shift from Representation to Measurable Inclusion

The gambling industry's approach to diversity, equity and inclusion (DEI) has undergone significant transformation in recent years, evolving from basic representation metrics to a more integrated focus on measurable outcomes and cultural change. As iGB opens nominations for its 2026 Most Influential Women initiative, conversations with sector leaders reveal both the progress made and the challenges that remain in creating truly inclusive workplaces.

The Maturation of DEI Conversations

Mark Skinner, chief people officer at Allwyn Digital, observes a fundamental shift in how the industry approaches DEI. He notes that the question has moved from whether companies are implementing DEI initiatives to how these efforts improve business outcomes, workplace culture, and talent retention.

"Stakeholders increasingly want evidence that initiatives deliver meaningful outcomes rather than simply demonstrating good intentions,"

Skinner explains. This evolution reflects a broader industry trend where DEI is no longer viewed as a separate program but as an essential component of business strategy and daily operations.

From Representation to Cultural Integration

Grainne Hurst, CEO of the UK's Betting & Gaming Council and a board member at Global Gaming Women, has witnessed this transition firsthand.

"The conversation has moved beyond representation alone towards inclusion, retention, well-being and progression,"

she states. This shift recognizes that simply hiring diverse talent isn't enough; companies must create environments where all employees can thrive. Industry associations have played a crucial role in this transformation through mentoring programs, networking opportunities, and leadership development initiatives that help women advance in their careers.

The Critical Role of Leadership Accountability

Multiple executives emphasize that meaningful DEI progress requires active leadership engagement. Skinner identifies leadership as

"the single biggest determinant of an inclusive culture,"

pointing out that employees experience inclusion primarily through their daily interactions with managers. Some companies have implemented formal structures to ensure accountability. Nicola Kociuba, learning and performance business partner at Evoke, explains their Nomination Committee monitors diversity objectives in succession planning while maintaining merit-based standards. Playtech's progress demonstrates what's possible with sustained leadership commitment, having increased female representation in leadership from 23% in 2021 to 32% in 2025.

Beyond Hiring: The Retention Challenge

While attracting diverse talent remains challenging in the competitive tech landscape, industry leaders warn that recruitment is only the first step. Skinner notes the gaming industry competes for talent not just with other operators but with fintech, technology, and consumer brands that may have stronger employer recognition. He cautions that

"bringing diverse people into an organisation without creating an inclusive culture simply results in higher turnover."

Sophie Yaxley of Playtech expands on this point, stressing that true progress is measured not by who joins an organization but by whether all employees have equal access to development and advancement opportunities.

Addressing Common Misconceptions

Lois Bright, founder of Women in Gaming Africa and co-founder of Gaming Advisory Partners, challenges the notion that diversity is about box-ticking during recruitment.

"More women should be shortlisted for positions,"

she suggests, emphasizing that gender diversity should be recognized as a business strength rather than a compliance requirement. Yaxley adds that representation metrics alone don't equal inclusion, noting many companies mistakenly equate headcount with progress. Both leaders stress the need for systemic changes that create pathways for diverse talent to succeed at all levels of an organization.

Expanding the Scope of Inclusion

As the industry makes progress on gender diversity, leaders identify other areas requiring attention. Yaxley calls for greater focus on

"disability and neurodiversity within DEIB conversations,"

noting these dimensions bring valuable perspectives that strengthen organizations. Bright highlights regional differences in DEI priorities, pointing out that while Western markets may focus on LGBTQ+ inclusion, African markets face distinct challenges regarding female representation in regulatory bodies. She notes with concern the male dominance in regulatory positions but remains optimistic:

"The tide is turning. Our work is not done, but I definitely think it's moving in the right direction."

The Future of DEI in Gaming

Looking ahead, industry leaders envision DEI becoming fully integrated into business operations rather than remaining a separate initiative. Yaxley hopes to see a shift from representation metrics to fostering genuine belonging, where employees feel valued and able to contribute fully. As the sector faces intense competition for talent, creating inclusive workplace cultures is emerging as both an ethical imperative and commercial necessity. The iGB Most Influential Women initiative continues to spotlight those driving this change, with nominations open until 1 October 2026 for candidates who exemplify the evolving approach to diversity across global markets and organizational levels.

Regional Variations in DEI Progress

The gambling industry's DEI journey varies significantly across global markets, with different regions facing unique challenges and opportunities. Lois Bright provides valuable insight into the African context, where gender diversity in regulatory bodies remains a pressing concern.

"I think if you look at the regulators, sometimes I do feel sad to see that it is largely just men,"

she observes. Bright's work with Women in Gaming Africa demonstrates how regional initiatives can address local needs while contributing to broader industry progress. Her perspective underscores the importance of avoiding a one-size-fits-all approach to DEI implementation.

Measuring True Inclusion

Sophie Yaxley of Playtech offers crucial perspective on how the industry should evaluate DEI success beyond surface-level metrics.

"The most meaningful measure of progress is not simply who joins an organisation, but whether opportunities, development and leadership pathways are accessible to everyone,"

she states. This approach requires companies to examine their internal processes, from promotion decisions to career development programs. Yaxley's emphasis on equal access to advancement opportunities highlights the need for structural changes that go beyond initial hiring practices to create lasting inclusion.