The behaviors and preferences of today’s active gambler continue to evolve, and understanding these shifts is crucial to the development of great new WMS games, products and technologies. Aligning our product development road map with contemporary player trends allows us to provide casino operators with games that deliver measurable benefits and attract the newest generation of players while being at the forefront of innovation on the casino floor.
WMS actively listens to the voice of the player and invites you to join us as we collectively work to understand today’s active gamblers. We are pleased to share with CEM readers a series of columns that will provide you with a summary of the 2011 WMS Active Gambler Profile™, the third edition of our widely recognized in-depth report that samples more than 3,800 active adult gamblers in the U.S., Canada and Mexico. Over the next several months, we’ll uncover contemporary insights into the active gambler’s emerging lifestyles and preferences.
Last month, we reviewed key trends that define the active gambler of tomorrow to help you better understand players’ interests today and what might influence changes in the future. This month, we will provide key insights into the general gambling behaviors of today’s active gamblers, how active gamblers view the casino experience and take a look at their gaming preferences.
There are stark differences in the gambling and leisure preferences between the four core demographic groups we evaluated in the report—Millennials (ages 18-30), Xers (ages 31-44), Boomers (ages 45-63) and Matures (ages 64-plus)—and these differences clearly shape the way active gamblers interact with the casino environment. In particular, Boomers (57 percent of U.S. active gamblers), the largest segment of the active gambler population, have more time, money and energy for all types of experiences, including gaming experiences, than any other group. They tend to be more brand-loyal, and when visiting the casino, Boomers value the expertise of hosts who help shape the entertainment experience and add to the excitement of the visit.
This contrasts with the characteristics of Millennials (6 percent of U.S. active gamblers), and to a lesser extent Xers (10 percent of U.S. active gamblers), who are more impetuous, more tech-savvy and less brand- loyal. Both groups tend to expect casinos—and other businesses with whom they interact and patronize—to provide them with rewards for their business. In addition, Millennials and Xers are more likely than the other demographic groups to try new things, including new games on a casino floor. While their need for instant gratification does not necessarily imply that they are impatient, Millennials are accustomed to immediate access to information and products.
One of the most encouraging findings noted in the 2011 WMS Active Gambler Profile is that spending among U.S. active gamblers for overnight and day gambling trips reached its highest level in the three-year history of the report. While the challenging economic times persist and a “new normal” continues to evolve among casino patrons, the overriding sense of caution among U.S. active gamblers is beginning to wane.
The proportion of day trips to overnight trips is increasing, as active gamblers increase their visitation rates, but in ways that keep their overall costs down. In 2010, active gamblers took an average of 10 day trips to play in a casino, compared to eight in 2009, while the number of overnight trips to casinos by active gamblers remained relatively steady at nearly four per year.
When taking overnight trips, U.S. active gamblers spent approximately 32 percent more in 2010 compared to 2009, with the gambling-related portion of their spending up nearly 40 percent. Compared to 2008, spending was up nearly 54 percent on the entire trip and up more than 114 percent on the gambling-related portion of the total. Interestingly, when compared to 2009, active gamblers spent more in 2010 on all facets of their overnight trips as well, including lodging (up 29 percent), food/beverage (up 31 percent), entertainment (up 23 percent) and shopping (up 17 percent).
Total spending and gambling-related spending for day gambling trips rose 14 percent and 27 percent, respectively, in 2010 compared to 2009 levels, although the improvement on day gambling trips was not nearly as significant, as these trips remain somewhat more budget constrained. Within total spending on day trips, food/beverage spending actually fell year-over-year by nearly 60 percent, compared to spending on entertainment (up 72 percent) and shopping (up 54 percent). Over a two-year period, total spending and gambling-related spending on day gambling trips increased 57 percent and 79 percent, respectively.
An overwhelming majority of U.S. active gamblers (84 percent) prefer less volatility and “smaller wins” in their slot and table game interactions as they seek to spend more time in the casino. Casual gamblers (players with annual gaming value of less than $500) in particular (90 percent), and to a slightly lesser extent Frequent gamblers (players with an annual gaming value of $500-$2,500) and Avid gamblers (players with an annual gaming value of $2,501 or more) or 84 percent and 74 percent, respectively, would rather leave the casino with their money or win a little than lose all their budgeted gambling funds in pursuit of the “big win.”
U.S. active gamblers are placing an increased emphasis on access to their favorite slot machines and the size of slot jackpot payoffs when selecting their preferred casino destination. In 2010, 77 percent and 74 percent of U.S. active gamblers placed these two attributes, respectively, as the most important reasons they visit a casino compared to 73 percent and 70 percent in 2009. Additionally, Avids and Frequents place only security (and friendly employees in the case of Frequents) ahead of these attributes as the primary reason they choose a casino (87 percent and 86 percent for Avids and 81 percent and 81 percent for Frequents), while Casuals place a greater emphasis on free parking and service.
Slot machines remain the overwhelming favorite casino game among U.S. active gamblers. According to the 2011 WMS Active Gambler Profile, 90 percent of respondents pointed to slots as their favorite casino game, compared to 45 percent for video poker and 36 percent for table games.
The 2011 WMS Active Gambler Profile found that Avids, Frequents and Casuals show remarkably different preferences when choosing a slot machine on a casino floor. While Casuals tend to play both 3-reel and 5-reel mechanical slot games (50 percent and 42 percent, respectively) most often, Frequents are more likely to play a wider array of slot games, including 3-reel mechanical slots as well as 5-reel video and progressive games (51 percent for all three categories). Avids are similar to Frequents in their preferences but tend to more often seek out 5-reel video slots and slot games with progressive jackpots (64 percent and 57 percent, respectively).
At WMS, we understand that today’s active gamblers have a wide range of game preferences and have become increasingly comfortable with the latest technology and innovations. We are dedicated to listening to players and customers, leveraging our insights to guide product development and providing casino operators with the slot games they need to meet the needs and preferences of both today’s active gambler and the active gambler of tomorrow.
The continued commitment from WMS to listen to today’s slot player and the voice of the customer informs our game, product and technology development. Many of our newest products and technologies, including Transmissive Reels® technology and Sensory Immersion games, are the result of this commitment as well as the findings of earlier editions of this survey—just as the 2011 WMS Active Gambler Profile will shape both our products and our customers’ casino floors of the future.
For more insights on the 2011 WMS Active Gambler Profile, visit our dedicated website at www.wms.com/cemagp and return next month as we will continue to explore the active gambler. We’re staying in touch and listening to the voice of the player, because helping you to do the same is our most critical mission. Are you prepared?
Product and service names mentioned in this article are trademarks of WMS.
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