rsg Crayon Works charitable gaming consumer visioning presentation - - PowerPoint PPT Presentation

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rsg Crayon Works charitable gaming consumer visioning presentation

March 20, 2014

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agenda

1. background and objectives 2. study design 3. implications and recommendations 4. what Ontarians like to play 5. games and playing for money 6. creating their own game space 7. concept testing and iteration 8. the final product 9. game space marketing 10. a note on segmentation 11. insights from research methodologies

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background and objectives

• OLG is focusing on long term strategy to increase base of bingo customers

and to engage new generation of bingo customers who can, over time, replace those who age through industry.

• Strategy includes development of new products, improving customer

experience, and increasing player base.

• Research designed to evaluate OLG internal vision strategy among current

(to ensure acceptance, minimal alienation) and potential players to understand impact on growing the Bingo business.

• Crayon Works study provides understanding of needs and expectations of

fringe, dabbler and new customer base.

• Specific objectives are to:
• conduct deep qualitative exploration detailing consumer gaming

behavior, habits, etc.

• explore attitudes in category
• identify current gaming trends
• interact with community to develop category insights
• co-create ideas that OLG and earlier completed ideation groups

developed validate current OLG game concepts validate current OLG game enhancing concepts

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study design

• Crayon Works sample composition is shown below:

Crayon Works design

• nline community of Ontarians (English only)
• 5 weeks in length November 14 – December 19, 2013

sample construct

• recruited 90 for 45 active community members
• sample sourced from rsgCommunity and online database:
• 30 potentials
• 15 dabbler or fringe players

qualifications

• must currently live in Ontario
• 25-60 years of age
• must be very or somewhat open to visiting a “new” bingo hall in future
• must have household income of $50k or higher (unless a student)
• half must have minimum of some university/college education or higher
• must use Facebook at least once a week
• members must fall into one of following categories:
• potentials
• played at least one type of Bingo in past 12 months (once

every 3-6 months or less often) OR

• have not played in past 12 months
• dabbler or fringe players
• played at least one type of Bingo (hall or electronic centre
• r BOT bingo) in past 12 months and play at least once

every 2 months

• not employed in sensitive occupation (marketing, PR, gaming provider, etc.)

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implications & recommendations

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implications & recommendations

implication recommendation

People who play games are interested in challenge that involves skill, strategy. Like to feel in charge of winning versus computer

• r luck, but nice to have luck-based games for

balance. Do not overload game space with lottery games or those based on chance. Make players feel like they are in-charge

• f winning.

Game space appears to cater to a hybrid of the needs hierarchy for gambling, Bingo and gaming. Overall experience key. Entertainment, food, beverage, look, feel must be done well, with touch of class to be venue players want to revisit. Will need to verify psychoanalytic hybrid. Game space perceived as inclusive venue where tradition and new-age co-exist. Traditional games like Bingo well-received and need to be included in game space. Can be part of mix with newer game ideas by updating game structure and look, feel. Concept of game space new, but charities not. Marketing should focus on getting players into game space for unique experience rather than focusing on charity. Public needs to be aware of space first.

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implications & recommendations

implication recommendation

Members want loyalty program. By having good program, players feel rewarded for being loyal and active within game space. Incents them to visit, play, experience game space. Affordable, fun, exciting game spaces are on rise. Venues like The Underground Rebel Bingo Club, Snakes & Lagers Board Game Bar, Dave & Busters or Andy Poolhall main competitors. Competition experience-focused and game space should be also. Focus on all-inclusive space that serves high quality, trendy food, offers live entertainment, great games to play individually, against others or with friends. Many of competition offer alcoholic beverages while there. Members expect to drink while playing with friends. Offer alcohol on site. Game space different from casino. Emphasize differences in purpose, food, entertainment, games, atmosphere.

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what do Ontarians like to play?

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key findings

setting the stage

Relationships, food, health/exercising important to Ontarians. Games provide way to challenge their mind, stimulate their social side and entertain them. Games provide outlet to escape, compete against others. When describing themselves as games, members associate themselves with elements such as:

• fun
• challenge
• an adrenaline rush/thrill of winning (sometimes

money)

• social/ability to socialize

Specific examples of games mentioned are, Trivial Pursuit, Monopoly, Sorry, Clue, Twister, Risk, Battleship, sports, Poker, Cribbage and SimCity.

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key findings

Considerations in choosing game depend on:

• length of play
• type of game (i.e., skill, knowledge, strategy, humour,

action, relaxed, etc.)

• format (solo, group or role-playing)
• era/theme
• portability

Games they play usually involve:

• interactive elements (social)
• skill
• knowledge
• challenge
• board games
• strategy games
• sports
• card
• video games

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key findings

When members go out for fun, usually partake in following activities:

• consume alcohol, mainly beer
• consume food, i.e., dinner, potluck, etc.
• do an activity, i.e., play online games, board

games, etc. All activities skew to affordable/budget-friendly and hassle-free. Average spend per person on night out is $40 (not all estimates provided accounted for food or alcohol). Travel distance and time also important when going

• ut.
• Those who live in suburbs, consider anything outside a 30

minute drive too far and urbanites have even lower tolerance for distance and time spent traveling.

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games and playing for money

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key findings

Main drivers to playing for money centre on anticipation, thrill/excitement, competition and hope for reward. Appeal for playing slots, Bingo, video/smartphone games similar – but opportunity to play for money not as common for video/smartphone games. All three types of games provide (in varying degrees) following reasons to play:

• escape from mundane lives (immersed in different

world, storylines, etc.)

• interaction or opportunity to socialize with others
• challenge to either beat odds or test/challenge skill
• hope or possibility of winning – sometimes winning big

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key findings

Reasons not to play slots, Bingo, video/smartphone games similar, but some notable differences. slots bingo video/smartphone

• no skill involved
• addiction potential
• computerized
• lack of social interaction
• hag culture
• boring
• time (takes long time)
• not aware of places to play
• monetary investment
• time-wasting
• lack of face-to-face social

interaction

• can be too challenging
• can be too violent
• negative perceptions
• use up data on phone plan

reasons not to play

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key findings

the psychoanalytic perspective

Appeal for playing slots, Bingo and video/smartphone games are similar in nature and reflect motivations of becoming a winner, and at times, may even reflect the Hero’s Journey archetype. However within the new game space, the 3 needs hierarchy constructs will become a hybrid of each other; where gambling games are no longer casino games, Bingo will be an updated version of itself and gaming will now have an element of “gambling”. A proper psychoanalytic analysis will have to verify the degree of hybrid. gambling games

least motivating most motivating

money money feeling alive escape from mundane world

h ’ j ) hero’s journey (becoming a winner)

fun fun skill solidarity through competition

escape from reality

gaming Bingo money money tradition peer group bonding

becoming a winner

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key findings

the psychoanalytic perspective

game space must be a unique experience. first time people do something it is often powerful and pleasant experience. When imprinting is positive, there is tendency to repeat it. means if OLG can attract new visitors into game space just once, many will return in future if the imprinting is positive

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creating their own game space

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key findings

Members envision their game space as place reflecting unique and modern design. Multi-leveled or space organized into different areas dedicated to specific game types.

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key findings

Game space furnished with clean, modern, functional furniture.

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key findings

Participants want mood lighting or lighting appropriate/functional to games or activities in particular area. Exterior should reflect stand alone entertainment complex with modern design that is easily accessible. Game space located in busy, visible area, or somewhere more rural with sufficient signage.

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key findings

Game space will offer eclectic food – gourmet/gastro pub fare, tapas-styled finger foods, snack shacks, buffet. Would be differentiated from casino; accommodate many; focus more on entertainment; become a place for those seeking entertainment in one place.

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key findings

Space will be divided into sections where similar games grouped together with separate areas for dining, lounging/socializing. Game space suitable for all types of people, however should be positioned to attract younger, adventurous and social group. Overall atmosphere, vibe casual, fun, sophisticated – grown-up playground.

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key findings

distinguishing game space from casino

Game space should focus on overall experience – food, entertainment and games. Members feel casino emphasizes “gambling games”, whereas game space will be more than “gambling” – a place that offers skill, group-based games; socializing; great food; great entertainment; intimate places to relax and have conversation. Difference is in atmosphere and purpose.

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concept testing

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key findings

Reactions to game concepts can be categorized into 3 tiers. Tiers “rated” based on interest in concept and overall appeal among members.

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key findings

play on demand group style game device with variety of games bingo likes

• similar

to smartphone, tablet, computer games

• involves skill
• attractive

to younger generation

• social aspect
• large

groups can play together

• brings

together skill, chance

• affordable
• multiple games on single

device

• customization of games
• decreases boredom
• perceived cost savings
• great for those who like

bingo

• low cost decreases risk
• many wins per game

dislikes

• may not appeal to older

generation

• jackpots too low
• graphics cannot compare to

smartphone, tablets, computer games

• wait

time for required number of players to join

• may not look/feel modern
• complexity, technology
• decreases social aspect
• players who would have

favourite spots

• too many games
• may be too analog for

younger players

• chance game – no skill
• length of game long
• appearance
• f

numbers decreases attention

sugges

• tions
• untimed option at higher

price point or different price structure

• special tournament option
• time

limit for required number of players to join

• computer fills empty spots
• increase prize amounts
• adding chat room option
• creating app for game
• better game descriptions
• easy cash-out methods
• include

analog input devices

• more technology i.e., with

cards

• add bonus rounds
• ffer more than cash prizes
• ffer high priced cards with

more free spaces, more/higher winnings

• build your own card

rating

• ut of 5

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key findings

environment style game skill game add-on game play device station likes

• engaging, new, social, can

play with large groups

• fast pace
• more winners
• skill-based game
• ability to adjust own wagers
• strategic
• price per play
• increases hope of winning
• value-add
• convenience
• ffers control for player

dislikes

• game description vague
• similar to Bingo
• too simple
• game of chance
• decreased

chances

• f

winning

• computer/bot player
• low prize for long play
• cost
• like “encore” - still requires

luck

• touch screens may not be

tactile

• lack of nostalgia in games
• familiarity with using device

suggest

• ions
• longer game (5 minutes)
• expand to include other

types of games

• include bonus rounds
• provide easier levels or

“training” tutorial for potential players

• signage or reassurance of

fairness of game

• lower wage options
• ption to play or challenge
• thers
• cost, chances need to be

explicitly described

• stress it is an option
• must be easy to understand
• strategies to increase trial
• create app
• include social aspect

rating

• ut of 5

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key findings

closed circuit games (CCGs) linked game lottery style game likes

• “brings casino home”
• convenient
• saves time and money
• play with others around province
• reasonable cost
• volume discount
• competition
• price per play
• for large groups of people

dislikes

• danger of bringing gambling into home
• addiction a concern
• lack of tech sophistication
• nline privacy/security
• concept
• length of time per game
• low odds in winning
• too simple
• requires no skill
• game of chance

sugges

• tions
• have good customer support
• n-demand options
• excellent tech behind games/system
• add social networking/interaction
• include skill-based games
• “build your own Bingo card” option
• include smaller prizes to make people

feel like they’re winning

• include live feed from other locations
• more casino-like
• smaller group sizes
• include smaller prizes to make people

feel like they are winning

• shorten progressive
• have comfortable seating
• “quick pick” option

rating

• ut of 5

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key findings

thoughts on more social features

Social features such as leader boards, chat rooms seen as possible enhancements to game space. Leader board received positive feedback. Members feel will encourage more gameplay through gamification. Chat rooms create camaraderie, encourage social interactions, gameplay; but fear it can become place for trash-talking. Chat rooms judged to be of minimal interest because too much effort socializing with others (distracting from game), and additional effort for chat room moderators.

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key findings

concept U concept A likes

• verall concept
• best reflects game space vision
• establishment offers versatility, opportunity for outings

both day and night

• second most preferred concept
• close representation of game space vision
• ambiance and features
• look and feel

suggestions

• none
• add loyalty program
• free Wi-Fi access points
• more lounge seating
• beverage service on gaming floor/bar on gaming floor
• add loyalty program
• availability of more comfortable, intimate seating areas
• more variety of gaming options

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the final product

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key findings

For final game space, members want it to be balanced with game options that will appeal to largest number of people, an atmosphere that will attract large audience, foster gaming culture, provide great experience, encourage repeat visits. Below is iterated version of game space concept:

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key findings

Within game space, best combination of game concepts should be mix of traditional chance-based games such as Bingo, lottery-style games, as well as, selection of interactive, skill-based and social games. environment-style games skill-based games lottery-style games bingo group-style games variety of games on one device

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key findings

who will come?

Game space will attract wider audience than traditional Bingo outlet – notably, younger patrons interested in combination of dinner, gaming and/or show/live entertainment. Game space will attract people of varying ages, gender and even large groups. Different times of day will attract more of certain type of player. For example, more retirees during day on weekdays; younger to middle-aged players weekend nights.

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key findings

how will they use it?

Game space perceived to be versatile, one-stop venue. A place appropriate for night out, meal, for regular or bi-weekly experiences, with group or significant other. Can be for quiet, relaxed outing or high energy, fun, exciting group event.

what is mood?

Game space will attract more high energy and

• utgoing group looking for fun time and place

where they can be social with friends. Will also be areas for those who prefer more peaceful setting for games requiring more concentration, i.e., skill games.

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key findings

suggested names

Main theme and message conveyed in name is “gaming complex entertainment centre”. Members want others to perceive game space as place they can have an experience – not only games, but food, beverage, live entertainment. Escape Centre Dream Play [city name] Gaming Experience Centre (i.e., Oakville Gaming Experience Centre) GAMEing Social The Social Experience The Entertainment Point Game Lounge Gamopoly The Playhouse Replay The Cove Social’s The Gaming Room Play! Game Zone Player’s Club

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game space marketing

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key findings

marketing charities as beneficiaries

Overall reaction and receptivity to having charities as beneficiaries largely positive – a win-win/feel good scenario. But many quick to point out marketing for game space should focus largely on game space. Marketing efforts should focus on:

space – game spaces new, charities and donations are not. Get people to game

space.

experience – what is offered at game space? How is it different from “traditional”

gaming outlets?

charity as component – subtle messages that proceeds go toward charity – should

not be main focus.

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key findings

Loyalty program well received by members – in fact, they highly recommend one be in place for game space. Provides rewards for those who frequent space

• ften

and VIP rewards make them feel appreciated. Estimated average spend for night out at game space including food, beverages and games ranges from $50 to $130 per person – generally higher than what currently spend for night out. Games anticipated to account for majority of spend.

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key findings

• ther entertainment competition

Typically night out:

• consume alcohol, mainly beer
• consume food, i.e., dinner, potluck, etc.
• do an activity, i.e., play online games, board

games, etc. New Bingo and game experiences that are trending focus on overall experience of player/patron rather than solely on game itself. Two examples would be The Underground Rebel Bingo Club and Snakes & Lagers Board Game Bar.

The Underground Rebel Bingo Club Snakes & Lagers Board Game Bar

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a note on segmentation

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charitable gaming segmentation

• 600 interviews with current and potential players will be used to produce the segments
• Once the segments have been finalized we will be able to show:
• size of the potential market for the new gaming centre
• size of the segments within this potential market
• potential lift from current to potential market size
• For each segment we will profile by:
• game characteristic drivers
• frequency of current bingo play
• interest in the new gaming centre concept, frequency of play and spend
• types of bingo currently played
• entertainment, media and social media activities
• demographics

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total market: likelihood of playing at Bingo hall/new destination Bingo Centre in next 12 months

• Q8. How likely are you to play Bingo or other games at a Bingo Hall in the next 12 months?
• Q9. In thinking about what you know or how you perceive Bingo Halls today, imagine the experience being transformed to a destination Gaming Centre

with Bingo being only one of the many gaming products offered (as described below), how likely would you be to visit in the next 12 months?

• Likelihood to play Bingo at the new destination increases among the total sample.

19 25 total market - random sample weighted likelihood to visit in next 12 months top two box (definitely/probably), % current Bingo hall new Gaming Centre

base: total sample (606)

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total market: average frequency/expected frequency of playing games per year

• Expected frequency of play also increases.
• Q6. And how often do you generally play Bingo or other games at a Bingo Hall?
• G2. When you think about the new Gaming Centre as it is described above, how often do you think you would play Bingo or other games here?

base: total sample (606)

6 12 total market - random sample average frequency/expected frequency of playing games per year, (number of times) current Bingo hall new Gaming Centre

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total market: average spend/expected spend per visit – on games

15 62 total market - random sample average spend/expected spend/visit – on games ($) current Bingo hall new Gaming Centre

• Average expected spend on games increases.
• A10. On this most recent visit to the Bingo Hall, how much money did you spend on ….?
• G3. When you think about the new Gaming Centre as it is described above, how much money would you be likely to spend at the new Gaming

Centre on games, food and beverages per visit?

base: total sample (606)

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total market: average spend/expected spend per visit – on f&b

5 30 total market - random sample average spend/expected spend/visit – on f&b($) current Bingo hall new Gaming Centre

• Average expected spend on f&b increases.
• A10. On this most recent visit to the Bingo Hall, how much money did you spend on ….?
• G3. When you think about the new Gaming Centre as it is described above, how much money would you be likely to spend at the new Gaming

Centre on games, food and beverages per visit?

base: total sample (606)

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total market: average spend/expected spend per visit – on games and f&b

21 92 total market - random sample average spend/expected spend/visit – on games and f&b($) current Bingo hall new Gaming Centre

• Average expected spend on games and f&b increases.
• A10. On this most recent visit to the Bingo Hall, how much money did you spend on ….?
• G3. When you think about the new Gaming Centre as it is described above, how much money would you be likely to spend at the new Gaming

Centre on games, food and beverages per visit?

base: total sample (606)

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