28 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2026 It has been six full years since COVID-19 reshaped the world. Many aspects of daily life changed permanently—shopping habits, screen time, social behavior, and attendance at live events. Yet one subject rarely discussed is what has happened to the female gambler since March 2020. Examining data from the past five years reveals important shifts in what women are doing, what they plan to do, and how these changes may affect the lottery industry in both the short and medium term. A Post-Pandemic Bounce—and Pullback Between 2021 and 2023, the percentage of women who purchased Scratch tickets in the past year rose above 50%—a meaningful jump as in-person shopping patterns returned, and people resumed more regular routines. In 2025, however, female participation in Scratch-offs dropped sharply to 44%. At the same time, informal games of chance—such as card games with friends and social games played for entertainment rather than money—appeared to on the rise. Recency has also declined. Just over one quarter of women report playing any lottery game in the past week, compared with more than one-third two years ago. Past-week Scratch play as an individual purchase has also fallen, mirroring broader national sales trends. The $3/$5 Sweet Spot There is some encouraging news within Scratch price points. Among women who do play Scratch, a higher percentage are purchasing $3 tickets (26%, up from 24% in 2023) and $5 tickets (51%, up from 50%). However, declines are evident across other price tiers. The $1 and $2 tickets remain popular but are each down roughly five points in participation. Higher-priced tickets—$10 and above—have also experienced modest declines. When asked about preference, the $5 ticket ranks highest, but only 31% of female players name it as their favorite. More than half still prefer a $1, $2, or $3 ticket. Value remains central to the female Scratch player. First Impressions and Trial Matters Why is it so important to ensure women in the U.S. try Scratch tickets at least once? Because Scratch games remain the primary trial product. For decades, more than two-thirds of women report that Scratch tickets were their first experience with lottery games. If Scratch participation erodes, the onboarding pipeline may weaken. Shifts Across Gambling Categories Spending patterns offer further insight. Significantly more female Scratch players report spending less on Scratch in 2025 than spending more—a net decline of 10%. In contrast, female spending on sports betting has increased sharply, with a net gain of 20% versus the prior year. More than one-third of female sports bettors now wager multiple times per week. Average monthly spend on sports betting and casino slots is nearly four times that of their average Scratch spend. Responsible Play Considerations Women demonstrate a stronger grasp of gambling’s pitfalls than men. Female lottery players are significantly less likely to agree with problematic statements such as: • “It’s okay to buy lottery tickets for kids.” • “If the odds are 1 in 4 and I buy five tickets, I’m sure to win.” • “Problem gambling is only an issue for lowincome people.” At the same time, when asked whether they fully understand lottery odds or probability, only 23% of women say they “completely or mostly” understand—compared to 45% of men. Women appear more cautious in interpretating odds. Evolving motivations and friction points Nearly two-thirds of female lottery players cite “to win money” as their primary motivation. Just under half say they play for entertainment. Yet the percentage citing “to win money” as their main reason has declined by 10% over the past four years. Even more striking, entertainment as a motivator has also declined significantly over the past two years. If women are less motivated by winning—and less motivated by entertainment—what is filling that recreational space? Notably, the same pattern appears among men, suggesting a broader shift in how lottery competes for attention. Implications for the Industry Fewer than one quarter of U.S. women view gambling as a very or somewhat important recreational activity—significantly lower than men. That lower prioritization also correlates with women being less likely to engage in high-intensity lottery play. Women currently represent a higher proportion of safe and reliable gamblers than men, yet participation is softening. That presents both a warning and an opportunity. There is an opportunity to better understand how female players in the U.S. engage with lottery products and ensure that offerings align with their expectations and comfort levels. However, the first step is not promotion—it is understanding motivations and friction points for female players. State lotteries should focus on maintaining appropriate engagement standards, delving into what female players actually want from their lottery experience, potentially through qualitative research, ethnographic study, or deeper secondary analysis. What emotional benefit are they seeking? What price sensitivity matters most? What friction points discourage frequency? What alternatives are capturing their time? What is their definition of value? How can we responsibly enhance their play experience? How can we, as an industry, keep them engaged? Without those answers, re-engagement strategies risk missing the mark. Women have historically been the biggest fans of Scratch games, but their behavior is evolving. The industry would be wise to pay attention. Trust me, I’m a researcher. Simon Jaworski, Founder & CEO, Lotto Research. *Data referenced in this article come from research conducted by Scientific Games. Interpretations expressed are those of the author. Women, Wagering, and the Post-Pandemic Shift* Simon Jaworski, Chief Executive Officer, Lotto Research
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