The iGaming industry is now a global industry worth billions. As it expands into new sectors, it has had to shift from a primarily Western audience to a more multicultural one. Luckily, it has done this with great success. In the following article, we discuss how the iGaming industry has embraced multiculturalism.
MULTICULTURALISM IN THE iGAMING INDUSTRY
When you think of the typical gambler, a James Bond-type character is usually the first that springs to mind. A rich, highly educated, caucasian male who is usually found around the high-stakes poker tables. Yet modern gambling, particularly when it comes to iGaming, could not be further from that stereotype. With titles ranging from live slots to crash gaming, the genre has diversified and so has its audience. Thus, the iGaming industry has adapted and has embraced multiculturalism not just to survive, but to help it thrive.
Recent surveys and studies have shown that the iGaming industry has worked hard to increase its inclusion and diversity policies, leaning towards a more multicultural society in its offerings and working practices. Figures from the American Gaming Association have revealed some positive results. 61% of employees in the gambling sector as a whole are from minority backgrounds. This is in contrast to the 42% average for the rest of the US workforce. This has risen by 20% since 2011, more than the hospitality industry and the rest of the workforce. When it comes to manufacturing, 45% of employees are minorities.
Diversity and inclusion have been hot topics in the gambling industry over the last few years, and one area it has focused on has been the inclusion of more women from a multicultural background in operations. This has been in response to an outcry at trade shows, which have been predominantly attended by a male audience.
MULTICULTURALISM IN GAMES
There has also been a huge shift to more multicultural themes in the games themselves. In many ways, the slot game staples of norse mythology, ancient Egypt, and Irish luck are still plundered for cultural references. Yet a much wider scope is now becoming prevalent, with cues taken from world cultures, literature and folklore.
An example of this can be found in how U.S. casinos have adapted to include games that better reflect local populations, such as that of the Hispanic community. Examples can be found in slot games such as “Muertos Multipliers Megaways” or “Taberna de los Muertos,” and even slots with a Mariachi-style like “Fiesta Senorita.” In areas where online casinos are still prohibited, many popular sweepstakes casinos sites have cropped up to provide these titles to those who want to game for prizes. This shows how willing the industry is to adapt to demographics based on areas as small as U.S. states and provinces.
Another change has been that casinos have started to include games that had previously been geographically specific. For example, many games like Teen Patti and Andar Bahar are finding their way into predominantly Western casinos, despite being games popular with people from the Indian subcontinent.
This has not just been a way for the iGaming community to venture into new markets. It has also allowed it to respond to changes in demographics on home soil, with a culturally fluid dynamic now prevailing in many North American and European countries. With remote working and the rise of the digital nomad, cross-cultural persons are now a large part of cities and towns. This provides reference touch points with which they can attract new players, who have experienced a range of cultures and feel safe and comfortable when they see something they’re familiar with.
THE BENEFITS OF DIVERSITY IN GAMING
There are plenty of benefits to diversity in workplaces and the gambling industry is no different. Multiculturalism in the workforce infuses new perspectives and ideas into discussions and decision-making. This can impact everything from the provision of games to the language and brand identity of a company.
This can also change how the company operates in many ways, heightening engagement and interaction. Diversity makes a company welcoming, improving staff retention and allowing organizations to attract the best talents.
WHAT CAN THE GAMING INDUSTRY DO TO FURTHER DIVERSITY?
To increase diversity, the industry must begin to adopt achievable goals for recruitment. While gender has been an important factor, the industry must now go beyond looking at the quota of males to females in a company and focus on people with diverse backgrounds, experiences, and voices. This can be a huge benefit to a company, greatly increasing their skill set.
One area it could look at is including more Hispanic and black employees in its recruitment. In the industry, 23% of employees are Hispanic, while 19% are black. While this figure seems low, it is still hugely above the national average. This suggests the industry is forging ahead, though, like the rest of the country, it may still have some catching up to do.
