Women are reaching out for help with problem gambling in growing numbers, yet the support infrastructure designed to meet their needs remains woefully inadequate. That disconnect is prompting advocates and industry experts to push for a fundamental shift in how we address women's gambling harm.

The Data Gap

According to the National Problem Gambling Hotline, women now account for 29% of callers in 2025. But that headline figure masks a more troubling reality. Christina Cook, who runs The Broke Girl Society podcast as a dedicated space for women struggling with problem gambling, argues the data itself is misleading. Women experience the consequences of problem gambling faster than men, she contends, yet researchers and policymakers often focus narrowly on young male sports bettors.

"When there's no funding for research, there's no real fundamental information," Cook told USA Today. "They're using helpline data, but how many younger people are even calling those lines?"

Cook knows this terrain intimately. She gambled for 15 years before finally seeking help. What she found was almost nothing designed for her. "I wasn't seeing myself in the rooms, I wasn't seeing my story in the conversations," she explained. That absence prompted her to build something different.

A Different Driver

Why women gamble matters. Cook has identified a pattern that differs markedly from typical narratives: women often turn to gambling as escape. "I'm finding women who are just grinding, trying to keep the bills on, taking care of kids, taking care of family, and they're losing themselves," she notes. For many, gambling offers temporary relief from the relentless pressure of juggling multiple responsibilities.

This insight shapes how effective support should work. Cook's 12-step recovery model shows real promise, particularly when delivered in spaces specifically created for women to feel safe and speak openly.

Broadening the Conversation

Jody Bechtold, CEO of Better Institute of Pittsburgh, echoes the call for wider focus. The industry's fixation on young male sports bettors has left other struggling populations starved of attention. Women deserve better. They deserve proper research funding, tailored interventions, and visibility in policy discussions.

As gambling becomes increasingly embedded in entertainment and daily life, addressing the specific needs of vulnerable groups isn't optional. It's essential.