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Gamblification. The intersection of social games and gambling. June 2014. The biggest threat / opportunity in 40 years. S m a r tphon es : #1 sta rti n g pla c e f o r anything online. 65% 63% 65% 47% 59% 66% 56 %. S m a r tphone. Sta r ted o n a s m a r tphone. - PowerPoint PPT Presentation
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Gamblification
June 2014
The intersection of social games and gambling
2
The biggest threat/opportunity in 40 years
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Smartphones: #1 starting place for anything online
Smartphone 65% 63% 65% 47% 59% 66% 56%
Searching Browsing Shopping Planning Managing Social Watching an for info The internet Online a Trip Finances Networking Online Video
Started on a smartphone
More media interactions occur on a smartphone than on any other device
38%of our daily media interactions
Google – “The New Multi-screen World”
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80% 80% 67% (40%) 64% 69% 33%
Mobile Mobile Time Spent on Apps Used vs. 2012 vs. 2012Downloads Revenue Tablets (phones) Daily
What do people do on mobile?
Mostly, they play games.
50%146 million 87%80%
Number with mobile device who play games
Socialnomics – “Social Gaming Infographic: 81 Million Play Each Day + More Stats, Wired – “Mobile Kills the Console But Advances the Gaming Industry”, DigitalBuzz – ”infographic: Mobile Gaming Statistics 2011”, FactBrowser – “Mobile Game Fact Feed”
5
Mobile is crushing it. Annual growth rates =
Mobile games
6.70% =
3.30% =
27.4% =
All games
Lotteries
2.05% = Operating Income
Newzoo Data Explorer 2013, LaFleur’s 2014 World Lottery Almanac
6
Social Casino
Lottery[Candy Crush Saga = 62M Daily Active Users,1B games played per day]
7
33
67
Over 45
Under 45
Who are mobile gamers?
5248
30
66%
Owners who play every day
53%
Superdataresearch.com/blog/f2p-mobile-gamers-spend, iqu.com/blog/mobile-game-stats-you-need, Socialnomics – “Social Gaming Infographic: 81 Million Play Each Day + More Stats, Wired – “Mobile Kills the Console But Advances the Gaming Industry”, DigitalBuzz – “Infographic: Mobile Gaming Statistics 2011”, FactBrowser – “Mobile Game Fact Feed”, 2012 Newzoo Data Explorer
(2012- 2013)
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Who is your consumer?
Casino
Lottery
46
52
18-24 25-34 35-44 45-54 55-64 65+0%
500%
1000%
1500%
2000%
2500%
6
14 17 20 2319
Lottery player profile by age (US)
50%
40
66%
Social Casino Player
Likelihood of Gen Y & Z to play slots vs. Boomers = 1/2
Fewer 18-34s since 1995
Casual Games Association “Social Casino Gaming 2012”, John Welte Gambling Participation in the US, 2002”, “Zmags: Meet the Connected Consumer, Harrah’s Survey “Profile of the American Casino Gambler, 2006”
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Propensity to play mobile lottery in next 30 days
All 18-34s
Lottery players
Non-lottery players
0 25 50 75 100
80%
97%
65%
LottoInteractive/Chatter Mobile Lottery Research – Q4-Q10, Camelot
16-18 19-24 25-34 35-44 45-54 55-64 65-74 75+0
5
10
15
20
25
30
InteractiveRetail
UK Lottery Player Profile by Age
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What about the Industry? Adapt or die.
TomorrowUtilize internet and mobile channels
Provide games people want to play (and already are)
Incorporate features that will drive engagement and retention
TodayDraw products = flat to declining sales
All growth is in low margin Instants
Jackpot fatigue = rising price points. Higher prices ≠ younger players
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What are the risks?
Current Retail • Cash-based• Anonymous• Unenforceable procedures• Unaudited performance• Average convenience store clerk
Tenure = 34 days
85% failure rate of age verification in Maryland
25% of under-age adolescents report buying a lottery ticket
Problem Gambling
Forensic Marketing LLC, Maryland State Lottery, National Council on Problem Gambling
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What are the risks?
Land-based Sales ImpactOnline lottery jurisdictions includeIllinois (2012)Georgia (2013)Canada (2004)UK (2002)and many European countries
In every jurisdiction with online lottery products, retail sales have continued to grow
Problem GamblingProtections not available at retail1. 100% age verification2. Monetary restrictions3. Limit setting4. Self-exclusions5. Time outs6. Enforcement7. Reinstatement protocols8. Personalized information9. Clock visibility10. Spend to date/cash balance
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Don’t be these people