Casino Enterprise Management

WMS Survey Reveals Major Shifts in Gambler Preferences

By Rob Bone

In today’s challenging economy, WMS remains committed to leading our industry into the future with exciting, next-generation gaming experiences. Our clear vision of “The Casino Evolved” concept continues to drive us to create robust networked technologies and player personalization that deliver new levels of entertainment. In pursuing this mission, WMS has always believed those armed with solid research and insight will ultimately provide the most successful product solutions.

As part of our commitment to market research and player-driven innovation, WMS is proud to share with CEM readers the summary results of the inaugural WMS Active Gambler Profile™ survey.

This pioneering work is the first of an ongoing annual survey shedding new light on the main forces shaping casino player behavior. The WMS Active Gambler Profile survey provides an in-depth look at the lifestyles, gaming preferences and overall perspectives of active gamblers. This report will serve as a definitive resource for our industry partners on the dominant trends shaping today’s ever-changing marketplace.

We undertook the WMS Active Gambler Profile survey to broaden our strategic business approach, as multiple forces continue to change consumers and society in general. Insights from this report have assisted in bolstering our strategic planning and development plans. Now in partnership with CEM, WMS is proud to share our summary findings in a series of columns throughout the coming months.

Conducted during the summer/fall of 2008, the WMS Active Gambler Profile survey is based on a nationally representative sample of more than 2,000 active American gamblers. This breakthrough survey was done in conjunction with Ypartnership, a premier international research, advertising and public relations agency specializing in the travel, leisure and entertainment industries. The agency is acclaimed for its Ypartnership/Yankelovich Inc., National Leisure Travel MONITORSM. Now in its 17th year, this report is one of the foremost research instruments on the preferences and intentions of American leisure travelers.

As you will see, the initial WMS Active Gambler Profile survey findings rest on four key insights: Time Poverty, demography, technology and lifestyle/social values. In the coming months, this column will present summary findings with an aim of providing a better understanding of our most important constituents—the players. You’ll learn how building upon the report’s implications will lead the way to enhanced product offerings, customer loyalty and increased returns. This month’s column looks at Time Poverty.

Trend Watch 1: Time Poverty
Many people will agree the pace of work in contemporary life can feel frenetic. For a lot of us, this sense of Time Poverty has increased to such a degree that booking a simple getaway can feel like a Herculean challenge.

While numerous leisure travelers say they feel pressed for time, the WMS Active Gambler Profile survey found active gamblers experience an even greater sense of Time Poverty. Nearly half (48 percent) of active gamblers agreed with the statement, “I feel like I don’t have enough time.” By comparison, 41 percent of leisure travelers expressed this sentiment, according to the 2008 National Travel MONITOR.

Nearly half (45 percent) of active gamblers also said they feel they don’t have enough vacation time, while almost as many (42 percent) agreed they don’t have enough personal time, or time just for themselves.  The sense of “vacation deprivation” is not without foundation. Americans average 13 vacation days annually despite having 18 available to them, according to research conducted in 2007 by the World Tourism Organization (WTO). By comparison, Italy's vacation day average is 42 days; Germany's 35; and Japan's 25, WTO found.

Implications
Time Poverty will significantly alter the types and locations of gaming experiences players seek. The big winners will be time-efficient products and services that provide a seamless experience and adhere to players’  “zero tolerance” evaluation criteria. Efficiency will take shape by offering tremendous variety and accessibility in the content offerings players have available to them. High player-appeal products will merge a flair for entertainment with the technologies that allow gamblers to change their gaming experiences at their discretion.

In the next few issues of CEM and in an upcoming dedicated website, WMS will explore all aspects of the WMS Active Gambler Profile survey. You’ll see how paying attention to these key forces can tilt the odds in your favor and help you enhance the experiences you offer players. Are you prepared?  WMS—Max Your Edge®.

Rob Bone is the Vice President of Marketing for WMS Gaming Inc.