Gambling Industry Shifts DEI Focus From Representation to Inclusion and Retention

The gambling industry has reached a pivotal moment in its approach to diversity, equity and inclusion, with a clear transition underway from symbolic representation goals to comprehensive cultural transformation. As iGB prepares to open nominations for its 2026 Most Influential Women initiative, senior executives across the sector are demonstrating how DEI strategies have evolved from basic headcount metrics to sophisticated frameworks measuring retention, advancement and cultural impact.

The Maturation of DEI Conversations

Mark Skinner, chief people officer at Allwyn Digital, identifies a significant shift in how companies approach DEI initiatives.

"The conversation has matured from 'Are we doing DEI?' to 'Is it improving our business, our culture and our ability to attract and retain great people?'"

This evolution reflects growing industry recognition that diversity efforts must demonstrate tangible business value rather than simply fulfill compliance requirements. Skinner notes that stakeholders now demand evidence that initiatives deliver meaningful outcomes rather than simply demonstrating good intentions.

Grainne Hurst, CEO of the UK's Betting & Gaming Council and a 2024 Most Influential Women honoree, observes this transition firsthand.

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

she explains. As a board member at Global Gaming Women, Hurst has witnessed how networks, mentorship programs and visible role models can create pathways for women's advancement in the industry.

Structural Changes Driving Progress

Companies are implementing concrete governance mechanisms to embed DEI principles in corporate decision-making. Evoke has established systematic monitoring through its Nomination Committee, which tracks progress against diversity objectives while ensuring appointments remain merit-based. Nicola Kociuba, learning and performance business partner at Evoke, explains

"our Nomination Committee monitors progress against diversity objectives and considers diversity in succession planning and appointments."

Playtech's data demonstrates measurable results from such approaches, with Sophie Yaxley, the company's global Centre of Excellence director, reporting that female representation within leadership rose from 23% in 2021 to 32% in 2025.

"Ultimately, our focus is not only on representation, but on fostering an environment where everyone has the opportunity to contribute, develop and succeed,"

Yaxley emphasizes. This dual focus on both representation and workplace culture reflects the industry's maturing understanding of what constitutes meaningful DEI progress.

The Retention Imperative

While recruitment remains challenging in the competitive digital talent market, industry leaders recognize that hiring diverse candidates represents only the first step. Skinner warns that

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

The gambling sector faces particular recruitment challenges due to persistent misconceptions about career opportunities within the industry.

Yaxley cautions against superficial approaches to diversity measurement.

"One of the biggest misconceptions is that DEI can be measured by representation alone,"

she states. Lois Bright, founder of Women in Gaming Africa, echoes this perspective, criticizing tokenistic approaches to hiring.

"More women should be shortlisted for positions...There shouldn't be a case of going, 'Oh, let me tick a box here,'"

she argues, emphasizing the business benefits of genuine gender diversity.

Regional Variations in DEI Priorities

The global nature of the gambling industry requires nuanced approaches to DEI that account for regional differences. Bright highlights how African markets face distinct challenges compared to Western counterparts, particularly regarding women's representation in regulatory bodies.

"I'd like to see more women regulators in more senior positions,"

she notes, while acknowledging progressive momentum across the continent.

These geographical variations underscore the importance of contextualized DEI strategies rather than one-size-fits-all approaches. While some markets may prioritize LGBTQ+ inclusion, others must handle different cultural and legal landscapes that shape their diversity priorities.

Future Directions for Industry DEI

Looking ahead, executives envision DEI becoming fully integrated into business operations rather than remaining a standalone initiative. Yaxley hopes to see

"a stronger focus on belonging"

where employees feel genuinely valued and empowered to contribute. She also calls for greater attention to less visible dimensions of diversity, stating

"disability and neurodiversity deserve greater visibility within DEIB conversations."

The industry's recognition programs, such as iGB's Most Influential Women initiative, continue to play a vital role in highlighting successful change-makers and providing visible role models. With nominations open until 1 October 2026, the initiative seeks to showcase the diverse talent driving the sector forward. As Bright reflects on the progress made and challenges remaining, she captures the industry's current position:

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

Leadership as the Critical Factor

Throughout these evolving approaches, executives consistently identify leadership commitment as the fundamental driver of meaningful DEI progress. Skinner states unequivocally that

"Leadership is the single biggest determinant of an inclusive culture,"

noting that policies alone cannot create inclusion without supportive management behaviors. This recognition of leadership's central role suggests that future DEI success will depend on developing inclusive management capabilities at all organizational levels, ensuring that diversity initiatives translate into daily workplace experiences.