For a long time, the igaming industry has been perceived as a male domain – in its products, its marketing and especially in its leadership structures. While the field has evolved rapidly in technology, regulation and consumer sophistication, its executive demographics have often lagged behind.
And while there have been positive developments in this area recently, there is still plenty of room for improvement – not for symbolic reasons, but for economic ones. The gambling sector is a significant and crisis-resilient growth market. Even in times of economic uncertainty, regulated online gambling has proven remarkably stable. Digitalisation, product innovation and expanding regulation across Europe continue to create opportunities. At the same time, expectations around consumer protection, ESG standards and governance are rising. Navigating this complexity requires leadership teams that reflect a broad range of experiences and viewpoints.
This International Women’s Day (IWD), we’re committed to driving stronger female representation in the gambling industry. Diversity is not a social add-on to business strategy. It is a driver of resilience, innovation and long-term value creation. In a market as dynamic and regulated as ours, those qualities are crucial.
Entering a male-dominated field
When I joined ZEAL in 2012, I stepped into a fast-growing but still strongly male-shaped environment. In finance – and even more so in the gambling market overall – meetings were often characterised by a noticeable gender imbalance. As a woman entering the field, it was easy to feel like “the only one in the room”.
That experience can be both challenging and motivating – because it also means bringing a perspective that is not yet represented. I learned that credibility in this sector – as in any other – is built through competence, consistency and clarity.
Numbers speak a universal language. Sound analysis and well-argued decisions transcend stereotypes. Still, we should not ignore that entering a male-dominated industry often requires an additional layer of resilience. It requires confidence to claim your seat at the table and persistence to ensure your voice is heard.
Why diversity strengthens decision making
It is widely acknowledged across industries that diverse teams make better decisions. They challenge assumptions, mitigate blind spots and approach risks more holistically. In a sector where regulatory compliance and reputational trust are paramount, this is particularly relevant. Different professional backgrounds, cultural perspectives and life experiences enrich discussions and strengthen outcomes.
A more representative business also better understands its diverse customer base. Customers are not a homogeneous group – and neither should the teams designing products, managing risks and shaping strategies be.
The question is, therefore, not whether igaming can afford to become more diverse. The question is whether it can afford not to.
An industry women should not shy away from
Too often, talented women hesitate to consider careers in igaming due to outdated stereotypes. The field is sometimes reduced to entertainment clichés rather than recognised for what it truly is: a highly regulated, technology-driven ecosystem that combines data science, legal expertise, financial governance and digital innovation.
This is precisely why women should not shy away from it. The industry offers complex challenges, international exposure and meaningful responsibility in a growing and professionalising market. It is a business that demands analytical strength, strategic thinking and adaptability – qualities not defined by gender.
My own career path was not linear. It was shaped by transformation, by regulatory shifts and by strategic repositioning. That dynamism creates space for individuals who think differently and are willing to challenge conventions.
For women considering this sector, my message is simple: do not let perception limit your ambition. The market needs your expertise, your perspective and your leadership.
A shared responsibility
At the same time, responsibility does not lie solely with women to “enter” the industry. Companies must create environments in which diverse talent can thrive. That includes transparent promotion processes, inclusive leadership cultures, flexible career models and active sponsorship of underrepresented talent.
Remaining a male-dominated domain is not a sign of strength; it is a limitation. If igaming wants to remain competitive, reputable and sustainable, it must broaden the perspectives shaping its future. At ZEAL, we have been working to strengthen diversity across leadership levels for several years. Female perspectives are included in both the supervisory board and executive board. Moreover, almost half of our employees and half of our people managers are female. And we continue to improve those numbers every day.
Diversity is not about replacing one group with another. It is about expanding the table – and making better decisions because of it. The igaming sector has repeatedly proven its ability to adapt – to technological disruption, to regulatory change and to shifting consumer expectations. Now it must apply that same adaptability to its own leadership structures. Not only on International Women’s Day, but 365 days of the year.
Andrea Behrendt is CFO at ZEAL and responsible for finance and investor relations. Prior to this, she had already been responsible for the business management of all organisational units of ZEAL and its subsidiary LOTTO24 AG as VP group controlling since 2018. Overall, she has already held various positions in the finance department of the ZEAL Group since 2012.
With a degree in business administration, Behrendt’s professional focus is on looking after and safeguarding all financial matters at ZEAL, as well as on financial management and financial reporting. In addition, she is responsible for the counselling and acquisition of investors.
Have Your Say
Take our short customer survey on EGR’s content and data offering for the chance to win a £100 Amazon voucher. It will take less than three minutes, with the findings used to inform our plans to improve the platform.
The post IWD: igaming always adapts and female leadership is the next step first appeared on EGR Intel.
Kicking off EGR’s International Women’s Day series, ZEAL CFO Andrea Behrendt says a sector steep in rapid change needs to recognise the importance of leadership shifts
The post IWD: igaming always adapts and female leadership is the next step first appeared on EGR Intel.