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Betting On Women For The Win In The Gaming Industry

24 April 2023

Although women have faced many challenges associated with gender discrimination in the workplace, I believe online gaming – an industry largely dominated by males – has been a leader in creating equity over the years, in more ways than one. However, even given this, there is still great opportunity for better female representation in the industry.

I recently sat on an inspiring panel focusing on the hidden talent of women in the African gaming industry at the latest Big Africa Summit, and from this discussion, it is safe to say there is certainly evidence that women are shaking up the online gaming industry. Being so agile and flexible in Africa, the opportunities available for women in the industry remain endless.


I began my 15-year stint in online gambling as an entry level digital marketer. When I started my career in online gambling back in 2007, there were not many females in the industry. A woman, who was then an executive in the company where I started my gaming career, recognized my talent and enthusiasm. I was fortunate to have received mentorship and training from her which set the tone for my movement within this industry.


Nobody comes off the boat and has a degree in online gaming. It takes years of learning, mentorship and moving between various roles before one can find their passion and niche.


I do not believe there is any role in this industry that is gender specific. Women can fill absolutely any position available in online gambling organisations, as long as they qualify as the right person for the job. Therefore, as senior management, male or female, we need to be active agents of change by adopting the mindset of hiring and promoting the right person for the job, and not the right man or woman. This will be a huge step towards gender equity in our fast paced and ever-growing industry and set a great example for other industries who may be battling to adopt a way forward

About 10bet:


10bet Africa is a betting and gaming company with a proud history. 10bet was established in 2003 and is home to millions of players. 10bet Africa offers bettors a wide selection of games and sports to bet on, and the company always has the bettor in mind.

We offer customers an easy sign-up process, 24/7 support, fast withdrawals and a secure sports betting and gaming environment. 10bet Africa offers exciting promotions so keep an eye out on our website and social media platforms for competitions and special announcements.

About Michelle Colborne:

Michelle Colborne is the Chief Revenue Officer at 10bet Africa. Her experience in the betting and gaming industry spans over fifteen years.  At 10bet, Michelle is responsible for overseeing the traditional marketing studio where she uses her knowledge and experience to take the 10bet brand to the next level as a powerhouse in the South African and African markets.

Michelle previously held the position of Marketing Operations Manager for Betway Africa for over seven years,  where she was responsible for strategizing and overseeing sponsorships, CSR initiatives, PR, budgets and relationship management of country managers throughout Africa. Michelle also worked for Piggs Peak Casino for 5 years as the trafficking and digital media manager.