If you are in the sports betting industry and don’t know Sue Schnieder, well then you have either been living under a rock or simply not paid attention! Sue is an entrepreneur who has been working in the gaming space since 90s. Today she serves as VP of Growth and Strategy at SBC America.
I got the chance to ask Sue a few questions about her experience in the betting space. Sue is a legend and I hope you will enjoy this interview as much as I did!
You had a stellar career in the Industry. Can you tell us about your experience working in a male-dominated industry, and how have you observed the progress and evolution of women’s roles in the sports betting industry throughout your extensive career?
Sue. I fell into this industry in ’93 when I began editing a print riverboat gaming publication in the St. Louis area. In ’95, that publisher and I started Rolling Good Times Online which was likely one of the first affiliate sites in the business. I co-founded a online gaming trade association in’96 which is when I realized how few women were in the business. We’d have meetings with 100+ folks in the room and there would be 3-4 women. It has improved over the years but we still have a long way to go in achieving equity in upper management.
What do you think are some of the biggest challenges facing women in the sports betting industry, and how can these be addressed?
Sue. Equitable pay is an issue as studies such as All In Diversity Project has shown. The same with women reaching senior positions. There are in-roads being made. For example, trading rooms at operator companies used to be the “boys room” but more women are moving into trading roles.
How important do you think it is for women to have role models and mentors in the sports betting industry, and have you had any in your career?
Sue. It’s critical. There were so few women business owners in our industry but one who really stood out was Ruth Parasol who started Party Poker and moved it forward until it went public. She was an amazing businesswoman. I do think that those of us who are veterans in the industry do have an obligation to become mentors to younger women. It’s fun to watch some of these folks grow in their careers.
How do you see the role of women changing in the sports betting industry in the coming years, and what opportunities and challenges do you anticipate?
Sue. Positions are beginning to open up more for women in C Level positions. And we’re beginning to see more women in Board positions also. Many times, they’re veterans like Jan Jones or Virginia McDowell who have so much expertise and experience to offer.
If you’re considering working with a company, be sure to look at their senior management and their boards to see if diversity seems important to the company. If it doesn’t seem to be, it’s not necessarily a deal breaker… it actually may be an opportunity to help the company open those doors.
What steps do you think need to be taken to encourage more women to pursue careers in sports betting and related fields?
Sue. There are several groups such as Global Gaming Women and Women in Gaming (Malta-based) which offer training, support and networking opportunities. SBC is beginning a series aimed at building your personal brand which I think will offer some substantive suggestions. I’m a big believer of getting involved in industry associations as a way to advance your career. It certainly worked for me and for many others I know.
What do you think are some of the most important skills and qualities for success in the sports betting industry?
Sue. Flexibility is #1 in my book. Learning to be nimble and flowing with the punches is critical. And being bold enough to put your ideas forward is also key. And, of course, being able to choose your battles. In spite of the Me Too movement, we still see behaviors that are pretty disturbing. Speak up when you think it will help and don’t be afraid to foster male “allies” who are getting more plentiful and vocal.
Looking back on your career in the sports betting industry, what advice would you give to your younger self, and to other professionals looking to build successful and fulfilling careers in this field?
Sue. This is more for entrepreneurs like I was. If you can, start your business with as few partners and/or investors as possible. Bootstrap if you can. The investment community may be even worse than sports betting when it comes to diversity at VC firms etc.
One start-up CEO recently showed me an article that a mere 4% of VC investments go to women which horrified me. So my advice is difficult but if you’re able to minimize the number of “cooks” in the kitchen, the better you’ll be in the long run.
Do you think women sports bettors are here to stay (and grow)?
Sue. A British friend who was living in the US was shocked by how many women were in the stadiums and arenas in the US as sports fans. And given the growth in the popularity of women’s professional sports, seeing women gravitate to sports betting is a natural next step. So sites like yours that help to demystify and educate women on how to bet on sports are great additions to the ecosystem.
Is there anything missing to address the needs of women in sports betting?
Sue. Making sure there is good “product” out there is the infrastructure we need. Given the popularity of the women’s March Madness events this spring, the Women’s World Cup and other pro sports now recognizing the demand for women’s sports will do nothing but help women sport betting grow. Long overdue.
What do women want?
If we’re speaking from a sports betting perspective, I think user experience is key. Make it simple, fast and as intuitive as possible. Add a glossary of terms since this is likely new territory. And having a social interactivity would be good so that women users can get questions answered or share experiences would be good. I’m a fan of community-building especially when you have a unique audience.