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‘GLOBAL ONLINE GAMBLER SURVEY’: An Exploratory Investigation into the Attitudes and Behaviours Internet Casino and Poker Players. COMMISSIONED BY ECOGRA (E-COMMERCE and ONLINE GAMING REGULATION AND ASSURANCE).

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Commissioned by ecogra e commerce and online gaming regulation and assurance

‘GLOBAL ONLINE GAMBLER SURVEY’:

An Exploratory Investigation into the Attitudes and

Behaviours Internet Casino and Poker Players

COMMISSIONED BY ECOGRA (E-COMMERCE and ONLINE GAMING REGULATION AND ASSURANCE)

AUTHORS: JONATHAN PARKE, JANE RIGBYE, ADRIAN PARKE, JACQUI SJENITZER; RICHARD WOOD; BELINDA WINDER; LEIGHTON VAUGHAN WILLIAMS


Introduction internet gambling behaviour
IntroductionInternet Gambling Behaviour

  • Despite the growth we know little about Internet gambling behaviour and who does it

    • Medium

    • Type of behaviour

  • Prevalence is difficult to estimate

    • Most have more than one account

    • There may be a reluctance to be identified (e.g. National Surveys)

  • Suggested profile of the Internet gambler so far:

    • Internet poker = 85% male (IGWB, 2004)

    • Internet poker = average age < 40 years old; females even younger


Introduction internet gambling behaviour1
IntroductionInternet Gambling Behaviour

  • There is a general lack of research

    • Biased samples (e.g. Ladd and Petry, 2002)

    • Focus on “pathological gambling”.

  • In a period consolidation, other means of competition is now necessary (i.e. trust and brand loyalty):

    • Confidence and need to offer a player “shortcut”

  • The aims include exploring the following:

    • Basic dynamics of Internet poker and casino behaviour

    • Player protection and social responsibility

    • Idiosyncratic and peripheral factors


Method survey
MethodSurvey

  • Internet Mediated Research (IMR) – 85 questions

  • Advantages and disadvantages of this approach

  • Collecting data on gamblers is a difficult task

  • Largest and most representative survey to date

  • Varied sources (e-mails; portals; media and eCOGRA)

  • Players targeted?

  • Ethical Clearance


Method focus groups
MethodFocus Groups

  • Key topics arising from survey – further exploration

  • Advertisements were placed in a variety of sources

  • Sessions usually lasted 90-120 minutes

  • Details of participants include:


Results forms of participation
ResultsForms of Participation


Results general information
ResultsGeneral Information

  • The majority of online play takes place at home

    • Most commonly in the evening, followed by late night,

    • women were significantly more likely to play work.

  • Just under half of players are influenced by the software provider when selecting sites.

    • Casino players were more likely

    • One in five players was unsure


Results message boards and forums
ResultsMessage Boards and Forums

Almost 40 per cent of respondents stated they visited message boards or forums.

  • mostly one to three times per day.


Results internet casino typical player profile
Results - Internet CasinoTypical Player Profile

The typical Internet casino player is likely to:

  • Be female (54.8%)

  • Aged 46-55 (29.5%)

  • Play 2-3 times per week (37%)

  • Have visited > 6 casinos in the preceding three months (25%)

  • Have played for 2-3 years (22.4%)

  • Play for between 1-2 hours per session (26.5%)

  • Wager between $30-$60 (18.1%) per session

  • Play video slots (80.9%) of which they consider bonus games to be the most important aspect of the game


Results internet casino estimated monthly financial performance
Results - Internet CasinoEstimated Monthly Financial Performance


Results internet casino motivation
Results - Internet CasinoMotivation

  • Although, money is considered to be important in making Internet casino play enjoyable,

    • It was often considered as a secondary intrinsic motivation

    • The least common motivation for gambling was to socialise

    • Gender differences in motivation were confirmed

  • Important factors in determining the where players choose to play:

    • Bonuses (76.6%)

    • Game Variety (62.1%)

    • Deposit Method (56.8%)


Results internet poker typical player profile
Results - Internet PokerTypical Player Profile

The typical Internet poker player is likely to:

  • Be male (73.8%)

  • Be aged 26-35 (26.9%)

  • Play 2-3 times per week (26.8%)

  • Have visited > 6 poker sites in the preceding three months (25%)

  • Have played for 2-3 years (23.6%)

  • Play for between 1-2 hours per session (33.3%)

  • Play one (24.1%) or two (24%) tables at a time

  • Play both cash games and tournaments (34%)

  • Play at big-blind (minimum stake) levels of $0.50 to $2.00 (61.2%)

  • Play with 6-10% of their bankroll at a table at anyone time (23%)


Results - Internet PokerEstimated Monthly Financial Performance


Results internet poker bankroll management and profitability
Results - Internet PokerBankroll Management and Profitability


Results internet poker multi tabling and profitability
Results - Internet PokerMulti-tabling and Profitability


Results internet poker other findings
Results - Internet PokerOther Findings

  • Men - more likely to

    • play more frequently,

    • have longer sessions,

    • play with a larger percentage of their bankroll,

    • play higher stakes,

    • play at more than one table simultaneously, and

    • use the chat function.

  • Around 12% of Internet poker players gender swap

    • Those who “always” perform significantly worse financially

  • Winning money was reported as most important motivator - however, when exploring this further in focus groups,

    • makes the game meaningful,

    • money was a secondary motivator and that

    • many would still continue to play if losing long term


Results – International DifferencesMonthly Financial Performance (Casino)


Results – International DifferencesMonthly Financial Performance (Casino)


Results luck skill and superstition
ResultsLuck, Skill and Superstition

  • 41% of respondents reported to have a lucky number,

    • more likely to be female and younger players

  • Women and Internet casino players were more likely have a lucky charm

  • Internet poker players - lucky items of clothing.


Results cognitive biases
ResultsCognitive Biases


Results player protection and fairness
ResultsPlayer Protection and Fairness

  • Over a third had a dispute

    • Most likely older or casino

    • No differences

  • The most common problems experienced by players were being disconnected or software malfunctions.

    • Non-payment was the least common concern among players.

  • Players felt that there was a need for regulation in most areas including: transparency, uniformity and responsiveness.

  • Around half of all respondents felt that online gambling software was fair and random.


Results player protection and fairness1
ResultsPlayer Protection and Fairness

  • Customer service of this industry was marginally better than other industries

    • women being more positive

  • The majority of players take action

    • to avoid being subjected to cheating (87%)

    • 88% to 91% consider 3rd party reports on payout percentage and randomness to be at least somewhat important

  • The body which was reported most frequently to have resolved disputes was eCOGRA (49.7%)

  • eCOGRA – interesting case study for importance of awareness

    • From 28% awareness to only 4.6% who would not look for seal


Results responsible gambling
ResultsResponsible Gambling

The players take:

  • Hospitality E-mails

  • Information Sharing

  • Limits

  • Affordability Checks

  • Youth Protection

  • Financial Statements

  • Source of Income

  • Nothing can be done

Between 51% to 75% (across all five features) of players stated that they would consider some responsible gaming elements at least “quite useful”.

  • Regular financial statements (75%)

  • Self-set time limit (51%)

    Focus Groups:

    • “players own responsibility” but

    • “improve trust and brand”


Discussion
Discussion

  • Gender differences

    • Growth in acceptance as a bona fide pastime

    • Differences in motivation

    • Locus of control

  • Age differences

    • A cohort or age effect?

    • A result of:

      • Social networks;Time;Media coverage

  • Internet casino

    • Draw of the bonus

    • Financial performance (hard to predict)

      • Resistant to chasing; unbiased style of betting; motivations


Discussion1
Discussion

  • Internet poker

    • Forums – outside of play but important to the game

    • Bankroll Management – less is more

    • Multi-tabling – more is more

    • Financial Performance: (in addition to the above)

      • Resistant to chasing;

      • More sites;

      • Music;

      • Boredom is costly

  • Responsible Gambling

    • Players do not favour restriction

    • Several ideas suggested for protection

      • Difficult to implement

      • Future research needed (protective but not affecting enjoyment)


Discussion2
Discussion

  • Fairness and Player Protection

    • Players characterised buy uncertainty, mistrust and a lack of understanding

    • till important to players nevertheless!

    • Evidence suggest a need to develop and maintain standards

      • Few bodies

      • Identifiable

      • eCOGRA as a case study

    • Customer service performing well

  • Future Research

    • Examine motivation further

    • Strategic play

    • Problem gambling and protective features

    • Prevalence


Conclusion

Conclusion


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