rsg Crayon Works charitable gaming consumer visioning presentation March 20, 2014 1
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 2
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 3
study design Crayon Works sample composition is shown below: � Crayon Works online community of Ontarians (English only) � design 5 weeks in length November 14 – December 19, 2013 � recruited 90 for 45 active community members � sample sample sourced from rsgCommunity and online database: � 30 potentials construct � 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 � or BOT bingo) in past 12 months and play at least once every 2 months not employed in sensitive occupation (marketing, PR, gaming provider, etc.) � 4
5 implications & recommendations
implications & recommendations implication recommendation People who play games are interested in Do not overload game space with lottery challenge that involves skill, strategy. games or those based on chance. Like to feel in charge of winning versus computer Make players feel like they are in-charge or luck, but nice to have luck-based games for of winning. balance. Game space appears to cater to a hybrid of the Overall experience key. needs hierarchy for gambling, Bingo and gaming. 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 Traditional games like Bingo well-received tradition and new-age co-exist. 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. 6
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 Competition experience-focused and rise. game space should be also. Venues like The Underground Rebel Bingo Club, Focus on all-inclusive space that serves Snakes & Lagers Board Game Bar, Dave & high quality, trendy food, offers live Busters or Andy Poolhall main competitors. entertainment, great games to play individually, against others or with friends. Many of competition offer alcoholic beverages Members expect to drink while playing while there. with friends. Offer alcohol on site. Game space different from casino. Emphasize differences in purpose, food, entertainment, games, atmosphere. 7
8 what do Ontarians like to play?
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. 9
key findings Games they play usually involve: interactive elements (social) � � skill knowledge � challenge � board games � strategy games � � sports card � video games � 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 � 10
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 out. � 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. 11
12 games and playing for money
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 � 13
key findings Reasons not to play slots, Bingo, video/smartphone games similar, but some notable differences. reasons not to play slots bingo video/smartphone no skill involved hag culture monetary investment � � � � addiction potential � boring � time-wasting computerized time (takes long time) lack of face-to-face social � � � lack of social interaction not aware of places to play interaction � � can be too challenging � can be too violent � � negative perceptions � use up data on phone plan 14
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. least gambling games Bingo gaming motivating money money money money fun fun feeling tradition skill alive escape from solidarity peer group mundane through bonding world competition hero’s journey h ’ j becoming a escape from (becoming a most winner reality winner) ) motivating 15
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 16
17 creating their own game space
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. 18
key findings Game space furnished with clean, modern, functional furniture. 19
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. 20
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