Issue link: https://maltatoday.uberflip.com/i/958047
maltatoday SUNDAY 25 MARCH 2018 Gaming V Women's dignity in need of a game changer in iGaming FIRST things first … strictly speaking with facts at hand the iGaming industry is still a "man's world", and that's a bold fact. Male top managers amount to over 85%, and with hindsight that would probably get a nod of approval, or recognition, to have most key positions in the indus- try occupied by the male gender. And where does that leave us women? Actually, the horizon is not that bleak at all. Woman participation in the industry is increasing on a plethora of lev- els, and that's a sign to behold. Does that mean that we should strike the issue of diversity as a thing of the past? Definitely not, however in recent years the industry has definitely changed its stance and started embracing women amongst its fold, even though it comes without saying that the environment may not be suitable for everyone due to its cut-throat tendencies. However, one may argue, and rightly so, that this all boils down to various characterial traits. History has always proven to be a case study of industries being dominated by men with women always rising to the occa- sion. And it is with this in mind that the iGaming industry must strive to ensure a better balance in gender diversity. Having said that, however, in a world where the woman's dignity and role in society is be- ing put at the forefront of many worldwide agendas, the time is ripe for the iGaming industry to truly tackle what I consider to be its Achilles' heel. Look at it from which per- spective you may, the truth is blatant. You go to conventions, worldwide, and you are still confronted with a sense of feel- ing that the woman's role, more often than not, is segregated to an attention-grabbing appear- ance for marketing's sake. And it is sadly with this in mind that the industry must stop in its tracks and truly determine its way forward. It is a source of perplexity to a wide spectrum of people how the iGaming com- munity as a whole continues to showcase women as a sexual object for promotional means. The recent manifestation of idolising the sexual element during the recent ICE Totally Gaming event in London is truly a cause of concern. In my humble opinion as a woman who has built a career in such a male-oriented industry, there must be a well-established, pre-defined line, of what is con- sidered as acceptable, and what is deemed – by most I should add – as downright vulgar and offendable to one's dignity and morality. Naked women, Playboy- themed strip shows, skimpy out- fits, pole-dancers, allegations of sexual harassment from women working as hostesses … this is the situation that the organisers managed to concoct at was is widely considered as THE lead- ing gaming event globally. Is this what the industry envis- ages for itself? Is this truly what we understand by diversity? I'd rather think not. In fact, I would go one step further and state that this is not what one would normally consider as a healthy environment. The importance of these conventions should not be downplayed. They should serve as a point of reference for global operators in the iGaming sector. An event that brings together a fusion of ideas, innovations, and opportunities under the same roof. Such conventions should and must not be downgraded into an attention-seeking match amongst operators, because none better than the operators themselves are in a position to assess and know that they are ultimately judged on their end product and services, and not by the shows put up at such global events. The barrage of criticism, from key figures in the industry and the international media alike, is a strong statement in itself. What remains to be deter- mined is how the industry will react, whether it will rise up and act accordingly to correct its attitudinal mistakes, or whether next year we will still be here witnessing yet another nail in dignity's coffin whilst yearning for a strongly sought change with diversity, and ultimately dignity at its core. Sabrina Solda' BtoBet CMO