Stigma to strength: The power of community in iGaming

It’s such a simple question. One weve all been asked at dinner parties, picking the kids up from school, or just on a social night out. Most people answer without a second thought. But for me, there’s always a split-second pause.

I work in gaming, I’ll say. Sometimes I’ll add “computer games” and hope they don’t ask more. It’s not dishonesty, it’s self-preservation. The moment you say “gambling” or “betting,” you see it: the shift in expression, the awkward pause, the slight recalibration of how they see you.

Believing in what you build

I understand that reaction. However, heres what people outside of the industry dont see. iGaming has given me extraordinary opportunities. It has allowed me to travel the world, meet people from diverse cultures, contribute to causes I genuinely care about, and, perhaps most importantly, give other people the opportunity to do the same. This is something that I am learning to be incredibly proud of.

We are not nave enough to bury our heads in the sand and pretend that the industry doesnt carry a certain degree of social stigma. However, there is so much to celebrate, not least of which is the incredible community of women that exists within the industry.

One of the most rewarding aspects of my role at BettingJobs has been the opportunity to challenge assumptions and open doors for people entering the industry. My role has allowed me to champion people I believe in, time and time again.

My experience within the industry has taught me the strength of speaking up when I need to. There have been many times when I’ve been on a call with a client and they have said something like “when we hire him”. I’m quick to call it out, and nine times out of ten, I see an instant correction.

This is a key reason I have become such an advocate for women within the industry. The industry has come a long way, and while it is still not perfect, I believe it is a place that can offer equal opportunities for men and women, and this is something I will continue to advocate for.

I am also constantly inspired and blown away by the women who operate within the space. The various women in iGaming groups, WhatsApp chats, and conference meet-ups are not just networking opportunities; they provide a genuine support network that bolsters us, allows us to share our experiences, and, when needed, guides us through a difficult time.

Inspired by these communities, I wanted to create something similar closer to home. As such, Ive not just joined networks, I have also started my own, the AyeGaming Group. I started this alongside Elaine Gardiner, the managing director of TAG Media, with the intent of connecting people in the industry who were based in Scotland. There were a lot more Scots in the industry than I’d anticipated, and finding them has been invaluable.

What started as something small has grown into a thriving network and a place where I have met many fantastic people. This has become another source of pride that I have within what I do.

Championing the next generation of iGaming

In the two decades since I started in this industry, I’ve watched it transform into a more inclusive space that provides opportunities for ambitious people.

I am now in the incredible position where I can help shape what comes next. To ensure that opportunities are easily accessible and that the industry continues to improve its efforts to be a diverse and welcoming place that champions innovation and success, no matter your gender, nationality, or background. So that the next generation doesnt have to have that split-second calculation when someone asks what they do.

Reframing the conversation

When someone asks what I do now, I hold my head high and I tell them. This industry has given me a platform to advocate for women, to challenge bias, and to create meaningful opportunities. It has allowed me to build a team and a network I’m proud of and be part of a community that I constantly feel inspired and amazed by. And that, well, that is something to be proud of.

After joining as the first female hire in 2006, Jennifer is now CEO of BettingJobs, leading the companys global vision and strategy with a deep understanding of the iGaming industry and its evolving talent needs. Since taking on the leadership role, she has overseen significant international growth, strengthening partnerships with major operators and emerging brands across key global markets.

With a strong focus on quality, innovation and long-term relationships, Jennifer is known for her clear leadership, industry expertise and commitment to delivering outstanding recruitment solutions at every level.