player trends study - oregonlivemedia.oregonlive.com/politics_impact/other/2011 vl...jun 11, 2009...

2011 Video LotterySM Player Trends Study

On-site Intercepts Findings Presentation September 12, 2011 Level 2 - Limited

• Overall objectives for the study:

• Video LotterySM players: quantify their play behavior and attitudes, and to establish the demographic profile of players

• Non-players of Video LotterySM: quantify their attitudes toward Video LotterySM and to establish demographic profiles of non-players

• New players of Video LotterySM: obtain an in-depth understanding of why they began to play and their attitudes toward Video LotterySM

• A Quant Card was distributed to all patrons. The objectives of the Quant Card were to:

• Establish the size of the player versus non-player segments for Video LotterySM

• Identify which non-Video LotterySM games are played by on-premise patrons

• A total of 355 player interviews, 356 non-player interviews and 2,323 quant cards were completed. Below is a table showing the breakdown of interviews by retailer sales volume.

Background

Background NOTE: Sample sizes in some of the graphs and tables are very small (less than 100) and should be considered directional only.

Sales Volume Desired Goal

High 208 59% 158 44% 1223 53% 45%Low 21 6% 83 23% 333 14% 16%Medium 126 35% 115 32% 767 33% 39%

Total 355 100% 356 100% 2323 100% 100%

Player Interviews

Non-player Interviews Quant Cards

Key Findings Player Trends / Game Preferences

Preferences in Play Environment

Non-Players: Awareness / Receptivity to Future Play

Platinum Spin Series Games

Interest in New Games / Features

Attitudes Toward Oregon Lottery / Video Lottery

Marketing / Advertising

Technology Trends

Player Trends / Game Preferences

Over half of on-premise patrons play Video Lottery.

• Fifty-eight percent of on-premise patrons are self-defined as current players.

• Among those who report they do not currently play, 25% have played Video Lottery in the past, and 17% have never played.

Key Findings

Current Players 58% Don’t Currently

Play 25%

Never Played 17%

On-premise Patrons

36% Weekly Players 17% Monthly Players 5% Less than Monthly Players

2011 (n = 2323)

Significant shifts in player type and game preference.

• 10-point decrease in the percentage of people who play Video Poker while the percentage of Line Game players remained consistent with 2009.

Key Findings

39%

56% 58%

46% 53%

58%

48% 53%

60%

48% 43%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Play Line Games Play Video Poker Games Overall Video LotterySM Players

Current Video LotterySM Players

2006 (n=2130) 2008 (n=2328) 2009 (n=1983) 2011 (n=2323)

Significant shifts in player type and game preference.

• Moreover, the percentage of people who only play Line Games increased by 14 points from 2009 and now accounts for the largest player segment.

Key Findings

10%

18%

18%

23%

32%

0% 10% 20% 30% 40% 50% 60%

Mainly Video Poker, Some Line Games

Play Both Equally

Video Poker Only

Mainly Line Games, Some Video Poker

Line Games Only

Distribution of Line and Poker play in the last 6 months 2011 (n=355) 2009

(n=348) 2008

(n=418) 2006

(n=423)

18% 13% 5%

19% 26% 19%

18% 20% 31%

25% 17% 18%

20% 25% 27%

High levels of cross-play among Video Lottery players.

• Approximately one third of Video LotterySM players also play Scratch-ItsSM, Keno, Megabucks, and Powerball at least once per month.

• Results between Line Game and Video Poker players were consistent across all other Oregon Lottery® games.

• Non-Video LotterySM players are much less likely to play other Oregon Lottery® games.

Key Findings

Play other Lottery games at least once per month

Video LotterySM

Players

Non-Video LotterySM

Players

Scratch-ItsSM 33% 11%

Keno 33% 9%

MegabucksSM 31% 14%

Powerball® 28% 13%

Mega Millions® 19% 7%

Win for LifeSM 9% 3%

Lucky LinesSM 4% 1%

Pick 4SM 3% 1%

Sample 1,348 975

Increase in frequency of play since 2009. • In 2011, 62% indicated they play Video LotterySM once per week or more compared to 54% in 2009.

• Six percent of players are new to playing Video LotterySM (started playing in the past year).

• The typical Video LotterySM play session remained consistent with previous waves:

• 75% reported playing for less than one hour.

• 74% reported spending $50 or less – $25 median spend per session.

• Twenty-one percent reported spending more time playing in the past year (5 point increase).

Key Findings

Play 1+/Week

LG VP

64% 56%

57% 51%

53% 51% 54%

54%

62%

20%

21%

18%

12%

13%

11%

15%

13%

9%

0% 20% 40% 60% 80% 100%

2008 (n=1238)

2009 (n=1158)

2011 (n=1348)

Level of Play: Video LotterySM

1+/Week 2+/Month Once/Month Less than once/Month

43%

38%

7%

4%

8%

21%

50%

11%

14%

3%

0% 10% 20% 30% 40% 50% 60% 70%

1 to 2 games

3 to 5 games

6 to 9 games

10 or more games

Does not play gamecategory at least once per

month

Number of games played in a typical month

Videp Poker (n=242) Line Games (n=285)

Number of games played in a month differs by game type.

• Seventy-five percent of Line Game players play 3 or more games in a typical month compared to only 49% Video Poker players.

• Among Video Poker players, 43% play 1 to 2 games per month and only 4% play 10 games or more.

Key Findings NOTE: This question was added in the 2011 wave.

Free spin bonus continues to be the most important element.

• Consistent with previous waves, free spin bonus round had the highest top 2 box percentage.

• The price of the game and interactive bonus rounds had scores close to 80%.

Key Findings

42%

45%

59%

65%

71%

71%

78%

78%

94%

0% 20% 40% 60% 80% 100%

Name/theme of the game

Sound effects of the game

Colors and graphics of the game

Animation in the game

Number of paylines

Ease of understanding why you won

Interactive bonus rounds

Price of the game (i.e., Penny)

Free spin bonus round

Importance of Line Game elements Top 2 Box %

2011 (n=286)2009

(n=289) 2008

(n=338)

90% 81%

83% 72%

84% 76%

71% 70%

77% 73%

N/A N/A

64% 59%

45% 45%

41% 34%

Nickel continues to be the denomination played most often.

• Nickel games are still the most popular; however, findings showed a 10-point decrease from 2009.

• Penny games had the largest increase from previous waves with 36% of the participants saying they play Penny games most often.

• Unlike findings from previous waves, games with more than 25 paylines was the most selected answer in 2011.

• It should be noted that there are more high line count and penny games available now than in previous waves.

Additional Findings

34%

13%

48%

25%

16%

57%

16%

36%

47%

0% 20% 40% 60% 80% 100%

Quarter Games

Penny Games

Nickel Games

Denomination played most often

2011 (n=288)

2009 (n=276)

2008 (n=332)

23%

16%

41%

20%

13%

24%

40%

22%

18%

20%

28%

35%

0% 20% 40% 60% 80% 100%

Less Than 9 Paylines

20 To 25 Paylines

9 To 15 Paylines

More Than 25 Paylines

Preferred number of paylines

2011 (n=287)

2009 (n=286)

2008 (n=332)

Friends or other VL players impact trial. • Among new players, seeing friends or current Video LotterySM players play a game was

mentioned as one of the primary reasons for starting to play.

• Moreover, seeing others play Video LotterySM was the primary reason that motivates players to start playing when they are at an establishment.

• In addition to noticing new games on the machine, “friends or family members” was also mentioned as one of the primary ways players learn about new games.

Key Findings

9%

9%

17%

35%

0% 20% 40% 60% 80%

Entertaining/fun

Turned 21

The opportunity to win

I saw friends/others play

Reason for starting to play Video Lottery among NEW PLAYERS. (Those who have been playing for

less than one year)

2011 (n=23)3%

4%

5%

6%

18%

58%

0% 20% 40% 60% 80%

Other

Don't pay attention/notice new games

Bartenders/establishment employees

Posters/signage at the retailer

Friends or family members tell meabout them

I notice it on the machine

Ways players become aware of new Video LotterySM games

2011 (n=355)

Video LotterySM is currently a solitary experience. • Four in ten players indicated playing Video LotterySM by themselves. This was an increase of 10

points from 2009 findings.

• Solitary play was also the most selected method when asked specifically about Line Games (47% prefer to play alone) and Video Poker (49% prefer to play alone).

• Although the largest segment of players are playing alone, qualitative findings indicate there is a strong interest in new types of games or features that would allow greater interaction with others.

Key Findings

2009 (n=348)

2008 (n=418)

2006 (n=423)

31% 33% 29%

26% 27% 29%

22% 19% 19%

18% 18% 18%

41%

22%

21%

14%

20%

20%

34%

24%

0% 20% 40% 60% 80%

I come to play by myself

Partner or spouse comes with me

One or more friends comes with me

I meet/visit friends who come/workhere

Social vs. Solitary Play of Video LotterySM / Visiting Age-Controlled Venues

Players (n=354) Non-players (n=353)*

Players

*Question for non-players added in 2011.

Players satisfied with availability of machines. • The majority of players (84%) said they are satisfied with the availability of machines at

establishments.

• Of those dissatisfied, slightly over half (54%) said it is because there are not enough machines in each establishment.

Key Findings

54%

46%

0% 20% 40% 60% 80% 100%

They are usually occupiedbecause there are not

enough

While some machines areavailable, the ones with myfavorite games are usually

occupied

Reason for dissatisfaction with availability of machines

2011 (n=57)5%

12%

28%

55%

7%

12%

51%

30%

3%

14%

49%

34%

2%

15%

50%

34%

0% 20% 40% 60% 80% 100%

Very Dissatisfied

Somewhat Dissatisfied

Somewhat Satisfied

Very Satisfied

Satisfaction with the availability of terminals

2011 (n=355)

2009 (n=346

2008 (n=416)

2006 (n=423)

Players satisfied with availability of machines.

Key Findings

• Of those dissatisfied, the majority said they spend less than 10% of the time waiting for a machine to become available.

• If a machine is taken, 37% said they play on another machine until their favorite becomes available. Thirty-five percent said they wait and do not play another game.

28%

28%

14%

12%

9%

9%

0% 10% 20% 30% 40% 50%

0%

1-10%

11-20%

21-30%

31-50%

51% or more

Percentage of time spent waiting for a machine to become available

2011 (n=57)

5%

11%

48%

36%

9%

9%

38%

43%

4%

13%

9%

35%

39%

5%

5%

8%

10%

35%

37%

0% 20% 40% 60% 80%

Play Keno*

Leave But Not Play LotteryGames Someplace Else

Stay at the same location andnot play VL games at all

Go To Another Lottery VenueTo See If It Is Available

Wait For My Favorite Not PlayAnother Game

Play Another Until My FavoriteIs Available

Outcome of waiting for machine

2011 (n=355)

2009 (n=344)

2008 (n=415)

2006 (n=423)

Question asked to those who are dissatisfied with terminal availability (17% of total respondents).

Running out of money primary reason for ending a VL session.

• “I run out of money” was the primary reason for ending a play session followed by “I have reached my budget.”

• These results are consistent with qualitative feedback during focus groups.

Key Findings

7%

8%

15%

31%

38%

0% 20% 40% 60% 80%

I run out of time/have other obligations

I had a big win

I'm feeling unlucky/not winning anything

I have reached my set budget

I run out of money

Primary reason for ending a Video LotterySM play session

2011 (n=355)

NOTE: The chart does not include response categories that are less than 3%.

Preferences in Play Environment

Importance of environment and service increased.

• Importance of General Cleanliness (86%) and Customer Service (85%) have both been increasing since 2008.

• Importance for Physical Comfort remained consistent with 2009.

Key Findings

73%

90%

88%

69%

71%

71%

66%

79%

81%

66%

85%

86%

0% 20% 40% 60% 80% 100%

Physical Comfort

Customer Service

General Cleanliness

Importance of physical environment and service at establishments Top 2 Box Percentages

2011 (n=355)

2009 (n=348)

2008 (n=419)

2006 (n=423)

VLTs in a more visible location preferred. • Findings from the in-depth focus groups revealed that the physical isolation of Video LotterySM games was

a contributing factor as to why some lapsed/non-players discontinued playing.

• When asked about their preferred play environment, both players and non-players selected “VLTs in a location more visible to where patrons are gathered within the current retail establishment” as their first choice.

• Receptive non-players also express an interest in dedicated gaming rooms offering Video Lottery and other activities.

Key Findings

39% 43%

11%

34% 35% 37% 32%

50%

23% 26%

15% 19%

39% 31%

21%

10% 5% 13%

20%

0%

20%

40%

60%

80%

100%

Weekly (n=259) Monthly (n=77) Less than Monthly(n=18)

Receptive (n=167) Unreceptive(n=180)

Percent Selecting 1st Choice

VLTs more visible to other patrons Dedicated gaming room - ONLY VLDedicated gaming room - VL + activities Standalone gaming center

Non-Players: Awareness and Receptivity

One-third of non-players unaware of VL products offered.

• There are still many non-players who are not aware of specifics about Video LotterySM games with 30% not knowing the Lottery offers games similar to slot machines and 40% not knowing the Lottery offers penny games.

• Of those who were not aware, less than one-third said this would make them more likely to play Video LotterySM games.

Key Findings

25%(n=106)

Does this make you more likely to play Video LotterySM games?

Yes

70%

30%

(n=356)

Aware that the Lottery offers games similar to slot machines

available at casinos

No

Yes

60%

40%

(n=356)

Are you aware that bets can be as low as 1 cent?

Yes

No 29%(n=143)

Does this make you more likely to play Video LotterySM games?

Yes

Receptivity to future play grows. • The percentage of non-players who would consider playing Video LotterySM in the future

increased 17 points from 2009.

Key Findings

Receptive Unreceptive • Never played, but I may try it sometime • I have played before and I will probably play again

• Never played, and will definitely not play it in the future • Never played, and probably will not try it in the future • I have played before, but I probably will not play again

35%

65%

18%

82%

29%

71%

0%

20%

40%

60%

80%

100%

Receptive Unreceptive

Current non-players of Video LotterySM

2011 (n=2323)

2009 (n=1983)

2008 (n=2328)

Platinum Spin Series

Low awareness of PSS games.

Key Findings

• Despite strong sales performance, less than half (41%) of players are aware of Platinum Spin Series games.

• The majority (73%) of players who are aware of PSS also play the games.

• Among non-players, only 7% said they were aware of these games.

• The majority of players became aware from either a sign on the side of the machine or the PSS logo on the game menu screen.

• Non-players most frequently found out from friends or family and/or posters/displays.

3%

2%

5%

6%

18%

31%

34%

12%

4%

24%

24%

20%

16%

0% 10% 20% 30% 40% 50% 60% 70%

Other

I found out from retailer staff

I saw information on the Oregon Lottery website

Saw posters/displays on the wall at the retailerestablishment

I found out from friends/family

Saw the Platinum Spin Series logo on the game menuscreen of a Video Lottery machine

Saw a sign on the side of a Video Lottery machine

Ways they learned about Platinum Spin Series games

Non-players (n=25)Players (n=144)

Low awareness of PSS jackpot prizes offered. • The majority of both players and non-players indicated that they were not aware of Platinum

Spin Series games or that they offer single jackpot wins of over $600 and as high as $10,000.

• Those who do play these games said they do so primarily because of the opportunity to win large jackpot amounts.

• Overall, the large majority said they would like the Lottery to continue to offer these games.

Key Findings

33%

67%

Interest in Platinum Spin Series games among non-players (n=356)

Interested

Not interested

New Games / Features

Awareness of changes in VL products increased among non-players.

• Non-players were more aware of changes in 2011, particularly changes in the physical machines, and in the Line Games and Video Poker games available.

• This could coincide with the increase in receptive players in the non-player segment.

• When compared to findings from 2009, players indicated being less aware of changes in Video LotterySM products in 2011.

Key Findings

66%

64%

44%

56%

24%

17%

14%

17%

0% 20% 40% 60% 80% 100%

Changes in physicalmachine

Changes in Line Gamesavailable

Changes in Video Pokergames available

Changes in denominationavailable

Changes in the jackpotamounts available

2008

Players(n=413)

Non-Players(n=360)

65%

75%

45%

63%

15%

11%

9%

7%

0% 20% 40% 60% 80% 100%

2009

Players(n=346)

Non-Players(n=339)

50%

68%

34%

50%

56%

30%

20%

18%

12%

17%

0% 20% 40% 60% 80% 100%

2011

Players(n=355)

Non-Players(n=356)

34%

31%

27%

16%

16%

14%

14%

13%

12%

11%

8%

0% 10% 20% 30% 40% 50% 60%

Games with progressive jackpots

Non-Progressive games with jackpots above$10,000

New Line games

Bar Top VLT's

Player Loyalty Programs

Hold 'Em Poker style games

New Video Poker games

Multi-Player games

Nintendo/Arcade-Style games

Games based on popular cultural themes

Hand-held devices

Appeal of proposed game features among players – Top 2 Box % 2011 (n=340)

Progressive games most appealing feature in 2011 among players. • New Line Games and non-progressive games with jackpots above $10,000 continue to be appealing features.

• However, games with progressive jackpots was the most appealing feature in 2011.

• Bar Top machines, Player Loyalty Programs, New Video Poker Games and Multi-player Games, although appealing, were selected by less than one-fifth of the participants as their top two favorite.

Key Findings

2009 (n=339)

2008 (n=329)

- -

33% 34%

43% 41%

20% -

27% -

17% 18%

37% 40%

20% -

16% 17%

17% 17%

- -

Nearly two-thirds (61%) of players would like new line games every 3 or 6 months.

Almost half (47%) of players are satisfied with the current poker games and have no desire for more.

31%

29%

25%

24%

21%

19%

13%

11%

8%

7%

5%

0% 10% 20% 30% 40% 50% 60%

Non-Progressive games with jackpots above$10,000

Nintendo/Arcade-Style games

Multi-Player games

Bar Top VLT's

Games based on popular cultural themes

Games with progressive jackpots

Hold 'Em Poker style games

Hand-held devices

Player Loyalty Programs

New Video Poker games

New Line games

Appeal of proposed game features among non-players - Top 2 Box % 2011 (n=264)

• Among non-players, non-progressive games with jackpots above $10,000 was the most appealing in 2011.

• Nintendo/Arcade-Style games, Bar Top machines, and Multi-Player games were also selected as appealing features among non-players.

Non-progressive games most appealing feature among non-players

Key Findings

2009 (n=339)

2008 (n=180)

25% 27%

46% 46%

30% -

13% -

40% 31%

- -

30% 30%

- -

20% -

16% 17%

10% 13%

Perceptions and Attitudes Toward Oregon Lottery® / Video LotterySM

Perceptions about OSL and VL continue to improve.

• The percentage of individuals who agree that the Oregon Lottery® is operated fairly and honestly (61%) and that the Lottery makes a significant contribution to the state (62%) increased in 2011 (11 and 5 point increases since 2009).

• Fewer non-players are considering Video LotterySM a non-social behavior – 56% in 2011 compared to 69% in 2009.

Key Findings

79%

62%

61%

56%

56%

55%

38%

32%

0% 20% 40% 60% 80% 100%

I Will Not Spend My Money To Learn A VideoLotterySM Game

Lottery Profits Make A Significant Contribution ToThe State Of Oregon

Oregon Lottery® Is Operated Fairly And Honestly

I am different from the kinds of people who playVideo LotterySM

Playing Video Lottery Is Not A Social Thing To Do

I Will Not Spend My Money On Gambling

I Don't Know Games Well Enough To Know If OrWhen I'm Winning

Oregon Video LotterySM Games Are Boring

Perceptions of Oregon/Video LotterySM among non-players - Top 2 Box % 2011 (n=356) 2009

(n=344) 2008

(n=371)

78% 81%

57% 48%

50% 51%

na na

69% 73%

58% 71%

46% 50%

43% 59%

Marketing / Advertising

Recall of Video LotterySM advertising messages is low.

• While 30% of players were able to recall Video LotterySM advertising messages, only 20% of non-players indicated being able to recall a message.

• This was consistent with findings from the qualitative portion which revealed that most participants (players and non-players) were unaware of any advertising specific to Video LotterySM games.

• Responsible gambling messaging was mentioned most frequently among players, followed by Oregon Lottery® gives back.

• Among non-players, Oregon Lottery® gives back was the most frequently mentioned followed by responsible gambling and “Knight of Fun.”

• The majority of players and non-players indicated having seen these messages on television.

Key Findings NOTE: The table does not include response categories that are less than 3% for both players and non-players.

Message recalled Players (n=108)

Non-players (n=69)

Responsible gambling/entertainment only/counseling 19% 10%Oregon Lottery gives back 17% 14%Zeus 10% 3%Cleopatra 9% 4%General Oregon/Video Lottery or logo (unspecified) 7% 9%Various games (unspecified message) 6% -Pharaoh 5% -New/extra jackpot/winnings 4% -TV ad (unspecified) 3% -Rogue River ad 3% 7%Don't remember 3% 10%Knight of Fun 2% 10%Leprechaun 2% 7%On bar signs/window signs - 6%Other 23% 32%Participants were able to provide multiple responses.

Television is the most preferred way to hear more about VL. • Results showed that television was selected by both players and non-players as the most preferred

method to hear more about Video LotterySM.

• However, while television is the most preferred method from media communication channels, the majority of participants said they currently learn about new games by noticing what is new on the machines.

Key Findings

25%

5%

6%

8%

10%

10%

11%

15%

20%

21%

34%

36%

4%

5%

13%

10%

7%

9%

17%

16%

14%

30%

0% 10% 20% 30% 40% 50% 60%

Don't know

Text messages

Email

Newspaper/print publications

Social media such as Facebook or Twitter

Mail

Internet

Radio

Billboards

Poster at the establishment

Television

Preferred way to hear more about Video LotterySM

Non-players (n=356)

Players (n=355)

2011 (n=356)

2009 (n=87)

2008 n=NA

2006 n=NA

Receptive (n=169)

Unreceptive (n=187)

Coupons for free play 73% 83% 77% 72% 77% 72%

Recommendations from a friend/current Video Lottery player

30% 40% 21%

Instructions that show me how to play games

29% 41% 18%

Signage directing me toward the machine

10% 29% 32% 16% 32% 16%

Top 2 Box % 2011 Top 2 Box %

Coupons and Free Play might impact trial among non-players.

• Similar to findings from previous waves, Coupons for Free Play was selected by over 70% of non-players as the reason they might try a game/machine.

• A third of non-players agreed that recommendations from a friend/current Video LotterySM

player or play instructions would encourage them to try a game – four in ten among receptive non-players.

• Signage directing them to the machine was only selected by 10% of non-players.

Key Findings

Technology

Technology Usage – Types of games played on any device

• Roughly a third of players and non-players play Internet games on their PC or laptop.

• Facebook games were the most frequently mentioned games played on any device for both players and non-players.

• Non-players were more likely to indicate they play Yahoo, Pogo and MSN games.

• A quarter (24%) of players currently use a smartphone compared to a third (34%) of non-players.

Key Findings

63%

13%

3%

7%

9%

12%

17%

67%

5%

3%

3%

3%

3%

5%

8%

17%

0% 20% 40% 60% 80% 100%

None/Do not play games online

Other

Puzzle/Word/Number games

Card games

Various Video Poker/gambling games

MSN games

Pogo games

Yahoo games

Facebook games

Types of Internet games played using any device

Non-players (n=355)

Players (n=353)

NOTE: Respondents were asked to select all that apply.

Interest in online gaming increasing slightly. • Nearly a quarter (23%) of players are interested in legal Internet gambling – up three points from 2009.

• Convenience was the primary reason selected by both players and non-players for being interested in Internet gambling.

• Results for convenience increased particularly among non-players (8 point increase from 2009).

Key Findings

12%

6%

13%

15%

28%

9%

10%

10%

15%

32%

0% 10% 20% 30% 40% 50%

Ease of Accessibility

To Win Money

Something to Do/Just to Try It

For Fun/Entertainment

More Convenient

Players 2011 (n=104) 2009 (n=67)

12%

2%

14%

14%

21%

5%

13%

12%

9%

29%

0% 10% 20% 30% 40% 50%

Non-players 2011 (n=86) 2009 (n=42)

Conclusions & Recommendations

Conclusions and Recommendations


Video Poker players are moving to line games. • While the overall percentage of Line Game players remains unchanged, the percentage of people who

only play line games nearly doubled since the last wave. Indicators for frequency of play and the number of new players within the last year continue to be positive.

• Three-quarters (75%) of line game players play 3 or more games per month, versus 43% of poker players who play only 1-2 games.

• The percentage of players who play Video Poker decreased significantly (by 10 points) and individuals who identify themselves as primarily Video Poker players continues to decrease.

The Oregon Lottery® has an opportunity to convert many non-players into players. • The percentage of non-players (35%) who indicated they might someday play Video LotterySM is at its

highest level. • Many non-players are unaware of key characteristics of Video LotterySM games, such as the availability of

slot machine style games and penny denomination games, and indicate that these features might make them more likely to play.

Recommendation: The Oregon Lottery® should evaluate its current game mix to determine if it might be necessary to decrease the number of video poker games per terminal to create space for the more popular line games (or potential other game categories).

Recommendation: In addition to advertising game themes and new games, the Oregon Lottery® needs to develop an informational campaign to make non-players aware of the types of games available, how they work and the different features. Look for opportunities to advertise outside of on-premise locations.


Offering more social interaction as part of Video LotterySM play is becoming increasingly important. • Seeing other people play is a key motivator for people who start playing Video LotterySM and is also one of

the main reasons players will start playing while at a retailer establishment. • More than half of non-players believe playing Video LotterySM is a non-social activity and multi-player

games was one of the most popular ideas for a new game feature.

The concept of placing VLTs in a more visible location is appealing to both players and non-players. • Both players and non-players would like to have the terminals placed in a location more visible to where

patrons are gathered within the current retailer establishment. A dedicated gaming room was a second choice across most player and non-player segments.

• A standalone gaming center operated by Oregon Lottery® staff was consistently the least popular option.

Recommendation: The Oregon Lottery® should develop marketing communications which focus on the social nature of Video LotterySM as this might increase overall play levels. New games and game types which allow for greater interaction with other players might also stimulate trial / play.


Recommendation: The Oregon Lottery® should explore opportunities to position terminals in more visible locations within the establishments.


Larger jackpots continue to be very appealing. • While awareness is still very low, the Platinum Spin Series games are very popular with players who are

aware of it and almost one third of non-players expressed an interest in playing these games once they understood the jackpot amounts.

• Non-Progressive games with jackpots above $10,000 was the most popular proposed game feature among non-players and players. Players also liked games with progressive jackpots.

New Line Game products have been very successful since the last wave. • Higher line count games and penny denomination games have both grown in popularity since the last

wave • The perception that “Video LotterySM games are boring” is at an all time low • While still one of the top proposed features, the desire for more new line games is significantly lower

compared to previous waves

Recommendation: The Oregon Lottery® should continue to introduce new games with larger progressive and non-progressive jackpots and support it with a marketing communications effort to help create awareness.


Recommendation: The Oregon Lottery® appears to be meeting market demand in terms of frequency and variety of new product launches and should continue with its current product launch strategy.

Refinements for Next Wave


Respondents self-define their playership of Video Lottery. • Respondents define themselves as a player/non-player regardless of the last time they have played Video

LotterySM. While this has been the method used for understanding playership in the Player Trends Study, it is not consistent with other studies currently being conducted by the OSL. Other studies (including the Tracking Study) define a player as someone who has played within the past 12 months, a lapsed player as someone who hasn’t played within the past 12 months, and a non-player as someone who has never played.

• Using the existing method, 39% of those that defined themselves as non-players, have played within the past 12 months.

Recommendation: Align the playership definitions of the Player Trends Study with other studies being conducted by the OSL. This would involve modifying the quant card to allow for consistent questions about respondents playership status and behavior (similar to the Tracking Study).


player trends study - oregonlivemedia.oregonlive.com/politics_impact/other/2011 vl...jun 11, 2009...

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