Gaming Society, a betting education platform, and the University of Nevada, Las Vegas (UNLV) have joined forces to help shape the future of sports betting and gamification. The International Gaming Institute (IGI) is a non-profit academic center within UNLV, which offers research and educational programs tailored for the gaming industry.
Gaming Society and IGI will conduct research to establish an understanding of female sports bettors across a spectrum of data sets. These include female sports fans’ attitudes to betting, betting motivations and operator investment into the sponsorship of women's sports.
The research is intended to provide industry organizations with insight that holds the ultimate goal of deepening fan engagement, and making the gambling industry more accessible to women.
The two companies will also collaborate on betting education programs, including an expansion of modules for Gaming Society's ‘Betting Academy 101’ and responsible gambling education programs.
Additionally, Gaming Society will develop a mentorship program that will pair UNLV students with sports betting industry professionals. The goal here is to foster careers in the gambling industry for talented students at UNLV.
Gaming Society Co-Founder Jaymee Messler commented: “Market research and data on fan behavior is critical in driving future innovation within the sports betting industry.
“Over the past year, Gaming Society has partnered with leading leagues and brands to make sports betting more inclusive and deepen fan engagement, with a particular focus on women bettors and women’s sports.”
IGI Executive Director Brett Abarbanel reflected Messler’s sentiment, saying: “We are thrilled to join The Gaming Society in this collaboration to advance research, education, and innovation in women's sports and betting.”
UNLV Co-Director of Sports Research Nancy Lough added: “Collaboratively, we will increase awareness of the exciting business opportunities in women’s sport, while also establishing UNLV’s IGI and the Gaming Society as the go-to source for thought leadership and workforce development.”
