NORTH AMERICA
in New Jersey, women are proving to be more adept bettors than men in the US. The study found that female bettors saw average returns of almost 20 % on their sports wagers, while men lost an average of nearly 5 %. According to Martinez, women’ s inclination toward strategic thinking and aversion to risk means they approach gambling with“ a more calculated mindset”, analysing odds more carefully.
Martinez has also optimised the site’ s design, tailoring it to female bettors’ aesthetics rather than a more traditional affiliate. While it features bonuses and guides typical of a traditional affiliate site, Betting Ladies has the look and feel of a glossy fashion magazine, especially on the homepage with images of women taking focus rather than brands. The site even includes horoscope and tarot readings, helping users decide what to bet on.
“ We thought there was a natural connection between predicting the future and placing a bet – so it was a fun, playful way to bring in new users and connect with those who never bet before,” she says.
Betting Ladies community
The US iGaming market has been notoriously difficult for affiliates recently, with affiliates like XLMedia exiting the landscape last year and Better Collective struggling in the market. However, Martinez plays down the challenge and says her brand’ s text-based online community gives it a special advantage in de-risking from market changes.
“ We are an online community for women, by women. That’ s our model and that’ s also what makes us unique. Our goal is to become the go-to destination for female gamblers, a place where they can find answers, connect with likeminded people and get support without judgment,” Martinez says.
In addition, Martinez runs various social accounts featuring meme-style video clips and betting tutorials. One popular Instagram reel, for instance, shows us the AI-generated version of her dream retirement life – collecting a mountain of coins from a slot machine. She also signed a deal with the social betting marketplace BettorEdge to provide training videos and content for its users.
“ We love sharing those little funny videos, but they are not about sports betting strategies. All the serious activities happen within the online community, which is our main channel,” she adds.
In the NFL, half of its viewership is female. So, translating those viewers into gamblers will take time, but it is happening
Valeria Martinez
“ WE ARE AN ONLINE COMMUNITY FOR WOMEN, BY WOMEN. THAT’ S OUR MODEL AND THAT’ S ALSO WHAT MAKES US UNIQUE”
To drive engagement, Martinez regularly posts discussion questions such as“ What are you betting on?” in the group chat, encouraging bettors to share their experiences. She has also partnered with sportsbooks to provide special bonuses for members. Recently, the Betting Ladies community has begun organising physical meetups, too. Last December, Martinez and her team were invited to the DraftKings headquarters to present a Sports Betting 101 session for the operator’ s female employees. This year, her focus is on improving the community’ s user experience. The current discussion channel, built on the Mighty
Networks app, is separate from the affiliate site. Though using a thirdparty discussion platform helped in the early days, Martinez finds it“ annoying to have
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