More Women Gamble; Clinicians Urge Awareness, RPPs

Gambling participation among women has risen, and clinicians and researchers say education, awareness and individualized relapse-prevention plans are needed to reduce harm. Increased marketing aimed at women and the popularity of slot machines and online casinos are cited as factors that expand exposure.

A 2024 meta-analysis found 46.2% of adults worldwide gambled in the previous year, including 37.4% of women. The analysis reported 8.7% of adults showed risky gambling behavior and 1.4% met criteria for problematic gambling. Problem rates were higher among people who play slot machines or use online casinos, activities that data show are common among female players. A 2023 state-level study found more than half of women there had gambled in the past year, illustrating a local example of the wider trend.

Clinicians on the front lines report that research, policy and treatment have historically focused on men, and many women do not see their experiences reflected in services. Kurinn Wright, a problem-gambling coach at Kindbridge Behavioral Health, noted in a late-May interview that education and awareness often help women recognize a problem and take action. “Education plays a huge role in helping women get a grip on the addiction,” she said, adding that understanding the condition often empowers clients: “If I can understand it, I can do it.”

Sportsbooks and gambling companies have increased marketing directed at women, using mainstream advertising, influencer partnerships and links to women’s sport. Digital ads appearing on shopping, entertainment and lifestyle sites create frequent exposure for women who try to limit access. A 2026 study of more than 500 Australian women aged 18 to 40 found that influencer partnerships and connections to women’s sports are reshaping how women view betting and may normalize gambling, prompting researchers to call for stronger regulation and targeted public health responses.

Clinicians recommend a personalized relapse-prevention plan, or RPP, as a central tool in recovery. Typical elements include identification of individual triggers, a list of coping strategies, contact information for support people and services, clear situational and relationship boundaries, and steps for short-term and worst-case scenarios. Wright emphasized including an emergency plan and noted plans often address goal setting, new routines and, where appropriate, making amends. “We need to know what triggers you,” she added.

Research indicates gender differences in gambling motives: women often use gambling to cope with internal stress, while men more often show outward risk-taking behavior. Clinicians report that women in treatment commonly have co-occurring mental health conditions. In Kindbridge client data from 2024, women made up about 23.7% of clients; roughly half of those women met criteria for depression and suicidality. Clinicians also report obsessive-compulsive behaviors, insomnia and post-traumatic stress among female clients.

Stigma and shame remain barriers to treatment. Some women fear that a relapse ends recovery; clinicians advise viewing relapses as information that can refine a recovery plan rather than a final failure. Programs available vary in format and accessibility; clinicians promote ongoing planning and support networks to help women manage urges and reduce harm over time.