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Campaign for Fairer Gambling
FOBT Research Report
18th June 2013
Campaign for Fairer Gambling
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Methodology and Sample
Face to face interviews were conducted near to betting shops within the London Borough of Newham
Respondents were recruited at random upon exiting the betting shops across various locations in Newham and asked about their typical engagement with betting shop services
Respondents were asked to participate in a 7 min survey containing questions on the awareness and usage of betting shop services, with a focus on casino style games on gambling machines
Fieldwork was conducted between 24th May and 3rd June 2013
501 interviews were conducted in total
18-24 29%25-34 38%35-54 22%
55+ 10%
97%
ABC1 25%C2DE 75%
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Considerably higher awareness and use of casino style games on gambling machines than other betting services
% Aware% Have ever
played% Regularly play
Betting on racing73% 38% 27%
Betting on football75% 49% 34%
Betting on other events68% 19% 9%
Casino style games on gambling machines
90% 59% 51%
Slot games on gambling machines(>£2 stake)
62% 9% 3%
Slot games on gambling machines(>£20 stake)
61% 8% 4%
Q2. Which of the following betting shop services and products have you heard of? Q3. Which have you ever used? Q4. Which do you use regularly? Base: All respondents (501)
Awareness and use of betting services
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57%
38%
32%
7% 6%
Casino style games ongambling machines
Betting on racing Betting on football Slot games on gamblingmachines (£2 Stake)
Slot games on gamblingmachines (£20 Stake)
There is a relationship between regular betting shop customers and the usage of casino style games on machines
Betting services regularly used among most frequent customers (every day / most days)
Q4. Which do you use regularly? Most frequent customers (every day / most days) (133)
Casino style games on machines are the main way to gamble among those who visit betting shops most frequently
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57% of those aware of casino style games convert to regular play showcasing the addictive nature of play
High conversion from trial to regular usage highlights need for intervention to target initial engagement
Aware
Ever played
Regularly play
100%
66%
57%
90%
59%
51%
66%
86%
Current awareness funnel(present)
Prospective future funnel (if full awareness)
Q2. Which of the following betting shop services and products have you heard of? Q3. Which have you ever used? Q4. Which do you use regularly? Base: All respondents (501)
Awareness and use of casino style games on gambling machines
57%
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39%
20%
41%
Only play casino games Ever played casino gamesDon't play casino games
Casino style games have considerable pull on betting shop customers; 66% of users play these machines exclusive of other betting services
59% Ever played
Every/Most days 22%
2-3 times a week 23%
At least once a week
18%
At least once amonth
28%
Less often 9%
Frequency of play for casino games on gambling machines (all betting shop customers)
Q3. Which have you ever used? Base: All respondents (501) Q5 How often do you tend to play gambling machines with roulette in betting shops ? Base: All Casino Game on FOBT players (298)
Addictive nature of casino style games on gambling machines evident in frequency of use; over a fifth of players engage with the machines on a near daily basis
63% weekly or more
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Nat Rep (UK)Total sample
(501)All casino game
playersOnly play casino
games
Male 48% 97% 98% 100%
18-24 16% 29% 36% 46%
25-34 16% 38% 41% 40%
35-54 18% 22% 21% 12%
55+ 50% 10% 2% 2%
AB 22% 5% 4% 5%
C1/C2 48% 47% 47% 39%
DE 30% 48% 49% 56%
Casino style games on gambling machines attracting a particularly young crowd of regular players
Demographic ProfilesDemographic profile of casino style games on gambling machines players
Q3. Which have do you regularly use? Base:: All respondents (501)
Those aged 18-34 and DE are more likely to only play casino style games on gambling machines
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More frequent players taking larger financial risks, gambling more money on more machines
Q6 On average, how much cash do you put into a gambling machines with roulette each time you play? Q7 On average, how much do you bet per spin? Q8a On average, how many different machines do you play in a day? Q8b How many different shops do you play at in a day? ? Base: All Casino Game on FOBT players (298)
Average Every/most day
2-3 times a week
At least once a week
Gambled per Spin £17 £25 £15 £17
Risked per Session £55 £80 £50 £36
Amount gambled & risked by frequency of play
Significant difference
Average number of machines used per day
Average Every/most day
2-3 times a week
At least once a week
Just 1 65% 42% 60% 79%
2 or more 35% 58% 40% 21%
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High annual amounts risked by regular players
Proportion of casino game
players
Average cash risked per
session
Estimated minimum
annual sessions(Based on only 1 session per day)
Estimated Minimum
Annual Cash Risked
Every/most day
22% £80 286 £22,880
2-3 times a week
23% £50 130 £6,500
Those who play every/most days are risking at least £22,880 in cash per year on casino games[This is based on 1 session of play per day. Does not account for multiple daily sessions of play & includes cash winnings re-invested]
Q6 On average, how much cash do you put into a gambling machines with roulette each time you play? / Q5 How often do you tend to play gambling machines with roulette in betting shops ? Base: All Casino Game on FOBT players (298)
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This lack of control over spending, particularly in more regular players has a hugely detrimental effect on their finances
”
“Sometimes I spend more than I had planned to on
gambling machines
77% agree
”
“”
“I have gambled until all of money has gone
62% agree
I need to bet more money per spin to get the same
kind of enjoyment
44% agree
Significantly higher in those
who play weekly or more
Significantly higher in those who play daily
Base: All Casino Game on FOBT players (298)
% of Casino style games on gambling machines players agree/strongly agree
”
“87% of FOBT users agree that the machines
are addictive
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Players trapped in a cycle of loss; profits are rare and often re-invested into machines
74%re-invest any extra
cash
Q9 How often would you say that you end up with more cash than you started with, in a day when playing on gambling machines with roulette? Q10 When you end up with extra cash, what do you typically do with that extra cash? ? Base: All Casino Game on FOBT players (298)
27%
6%
38%
30%
Wins saved for somethingelse
Wins used for anotherbetting activity
Wins put back into amachine
All wins put back into amachine
68%re-invest
Winnings in machines
How Often Players Win38%
Of daily players
0
10
20
30
40
50
60
Not often Half thetime
Often
% of players
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This need to chase losses and urge to keep playing when winning creates a cycle of gambling
”“If I lose I’ll chase my losses
68% agree
”
“
”
“Whatever I win I put back into the gambling machine
59% agree
When I win I want to keep on gambling
69% agree
Significantly higher in those
who play weekly or more
Base: All Casino Game on FOBT players (298)
”
“The longer I play the more I resent not winning
78% agree
% of Casino style games on gambling machines players agree/strongly agree
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While removing Roulette would potentially eliminate 70% of players, 47% would continue to play if a maximum £2 stake was imposed
I would still play the machines if the maximum stake was £2
47% agree
I would still play the machines if roulette wasn’t on it
30% agree
% Casino style games on gambling machines players agree/strongly agree
Base: All Casino Game on FOBT players (298)
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Younger gamblers would still play Casino games if a £2 maximum stake was enforced
98%
18-24 32%25-34 40%35-54 22%
55+ 5%
Play at least most days 26%
100%
18-24 26%25-34 35%35-54 22%
55+ 16%
Play at least most days 18%
Disagree with £2 maximum stake(204)
Agree with £2 maximum stake (205)
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Those at highest financial risk are more likely to be playing casino style games on gambling machines
52%51%
49%51%
47%
63% 63% 63%
67%68%
Worried aboutspend in betting
shops
Sometimes chaselosses
Sometimes gamblefor longer than
planned
Need to increasestakes each time to
get enjoyment
Have gambled untilmoney has gone
Regularly Place Bets Regularly Play Casino Games on Gambling Machines
Usage of betting shop services among those who strongly agree / agree statements
Q4. Which do you use regularly? Base: All respondents (501)
+21%+16%+14%+12%+11%
Casino games are considerably more likely to drive high risk gambling behaviour, than traditional betting shop services
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Who are 2CV?
2CV Research is a global, talent-led, consumer research agency working with some of the world’s biggest brands in some of the world’s most accelerated markets. We were established in 1998, and now have over 100 full time staff across offices in London, Hong Kong, Singapore, Los Angeles and San Francisco, all sharing a passion for asking people questions and making sense out of the world around us. We offer large agency capability but with the added benefit of boutique agency thinking, meaning we think very hard about each project and the implications of the findings on the client’s business.
2CV are also corporate members of the Market Research Society (MRS) and adhere to their code of conduct at all times.
London | San Francisco | Los Angeles | New York | Singapore | Hong Kong
www.2cv.com
