Exploring the Gender Gap in Gambling and Trading in South Africa

Jessica Matabola18 July , 2025

The gender gap in gambling and trading in South Africa remains a pressing issue that mirrors broader inequalities in society. While both sectors have seen rapid growth, especially through digital platforms, men still dominate participation and earnings. Women, on the other hand, face cultural, technological, and educational barriers that limit their involvement.

In this article, we unpack the causes of this gap, its impact, and how South Africa can move towards greater gender inclusivity in gambling and trading.

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Men Still Lead the Numbers

Recent data confirms the disparity. According to the National Gambling Board, South African men gamble more frequently than women, especially in sports betting and online casinos. Similarly, the Financial Sector Conduct Authority (FSCA) reports that most active traders in local and global markets, including forex and cryptocurrency, are men.

This trend highlights the gender gap in gambling and trading, showing a clear lack of female representation in both high-risk and high-reward financial activities.

Cultural Norms and Historical Barriers

Cultural expectations and traditional roles play a big role in shaping financial behaviour. In many South African households, men still handle major financial decisions. Women are often expected to manage household expenses but not to engage in risk-heavy ventures like gambling or trading.

According to the South African Human Rights Commission, such gender norms continue to restrict women’s financial autonomy. As a result, fewer women see trading or gambling as viable options for income or investment.

Limited Access to Technology and Financial Education

Technology offers the biggest opportunity and challenge in closing this gap. While mobile gambling and online trading platforms have made entry easier, many South African women still lack access to digital tools.

The GSMA 2023 Mobile Gender Gap Report reveals that women in low- and middle-income countries are 36% less likely than men to use mobile internet. This tech gap means fewer women can use apps to trade or gamble responsibly.

Financial literacy is another barrier. Many platforms target men through online forums, ads, and social media groups. As a result, women are left behind in developing the skills needed to succeed in these sectors.

Marketing Misses the Mark for Women

Advertising reinforces these gender divides. Sports betting ads, for example, often show men celebrating wins, placing bets, or analysing games. Women rarely appear in these promotions, or they’re shown in passive roles.

A 2020 review of local gambling content confirms this male bias in marketing. Similarly, online trading courses and influencers are mostly male, creating an environment where women feel out of place.

According to Wits Business School, when women don’t see themselves represented, they’re less likely to try something new. Visibility matters.

The Cost of Exclusion

This lack of representation and participation has serious economic consequences. Fewer women in trading means fewer women generating wealth or growing long-term investments. With forex and crypto trading becoming mainstream among South African men, women are missing out on income opportunities.

In gambling, the imbalance can be just as damaging. According to the South African Responsible Gambling Foundation (SARGF), men are more likely to develop gambling problems due to high-risk behaviour. Women who gamble often prefer lottery or bingo games that involve smaller bets and lower risk.

If we fail to address the gender gap in gambling and trading, policies and support systems will continue to ignore women’s specific needs and behaviours.

Women Who Are Changing the Game

Despite these challenges, many South African women are breaking into these male-dominated spaces. One standout is Nelisiwe Masango, founder of Bear Run Investments. She’s not only an entrepreneur but also a financial educator focused on empowering women through investment skills and confidence.

Social media communities like Girl Boss Hustle and Ladies in Forex SA are also gaining momentum. They create safe spaces for women to learn, ask questions, and share wins without fear of judgement.

On the gambling front, national operator Ithuba has launched campaigns that promote responsible play across all genders. Although not specifically targeted at women, these campaigns encourage inclusivity and awareness.

What South Africa Can Do to Bridge the Gap

Closing the gender gap in gambling and trading requires coordinated action. Here’s how South Africa can make real progress:

1. Promote Financial Education for Women

Workshops, mentorships, and school programmes should focus on financial literacy tailored for women, from understanding markets to responsible gambling.

2. Create Gender-Inclusive Advertising

Brands in the gambling and trading space need to rethink their messaging. Showcasing women in ads and success stories can inspire broader participation.

3. Improve Access to Digital Tools

Government and telecom companies should work to make mobile devices and internet access affordable for women, especially in rural areas.

4. Encourage Female Role Models

We need more women leading webinars, running investment clubs, and appearing in media as financial experts. Visibility changes perceptions.

5. Support Female-Run Fintech Startups

The FSCA and other financial institutions should provide funding, licences, and platforms for women who want to launch investment or gambling tech businesses.

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The gender gap in gambling and trading is real, but it’s not unchangeable. By challenging outdated norms, improving access to education and technology, and showcasing women who succeed in these fields, South Africa can build a more inclusive future. The financial world has room for everyone if we open the doors wide enough.