Gaming operators need new, attractive, social skill-based games to win over younger customers

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Online Gaming

May 14, 2019 – Our recent study on Canadian participation in traditional and emerging gaming and gambling activities has revealed some significant behaviour patterns and intentions among differing age cohorts.  As lottery and gaming operators look to the future for gaming options to generate continued revenue streams, more of the same does not seem to be the answer. 

While government and privately run online sites for traditional gaming products have delivered some reward, more work will need to be undertaken to attract younger players to these sites.  Some strategic implications from our preliminary research are as follows:

  • Traditional gaming products and delivery methods are less attractive to younger age cohorts (under 30 years of age) while current game offerings made available online are most attractive to the 30-39 year-old age group and then drop off progressively through the older age groups.
  • Younger gamers are more likely to play online multiplayer games, Fortnite, and Minecraft as well as other online social games. However, they also participate to some degree in traditional games both online and offline, just not a rate that will sustain current gaming revenues.
  • Gaming operators and government lottery enterprises will need to develop new, attractive, social skill-based games if they are to win over younger customers to the degree that the current game offering attract entrenched older players.

These are just some of the findings from a recent national survey conducted by Pollara. For additional research findings, see our report excerpt.

Pollara will be launching three new subscription-based syndicated studies in the next few months:

The Future of Gaming in Canada– our groundbreaking research study which will illuminate how player behaviour will change in the future. It highlights which new technology-driven gaming opportunities will succeed and fail – and among which player segments.

iGaming in Canada syndicated study – the country’s definitive study of online gaming will measure and track the size of the current and potential online gaming market, provide online player segment profiles, and identify online player preferences, demands, and areas of growth.  

Moment of Truth: Gaming Establishments – our real-time feedback tool that measures the experience and satisfaction of casino, racetrack, and bingo hall customers via their smartphone when they are on-site or as they depart.

Sign-up for the Pollara e-newsletter to stay up-to-date on our latest insights.

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