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Gamblification

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.

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Gamblification

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  1. Gamblification The intersection of social games and gambling June 2014

  2. The biggest threat/opportunity in 40 years

  3. Smartphones: #1 starting place for anything online 65%63%65%47%59%66%56% Smartphone Startedon asmartphone More media interactions occur on a smartphone than on any other device 38% of our daily media interactions Google – “The New Multi-screen World”

  4. What do people do on mobile?Mostly, they play games. 80% 80% 67% (40%) 64% 69% 33% 87% 80% 146 million Number with mobile device who play games 50% 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 27.4% = 6.70% = All games 3.30% = 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. Who are mobile gamers? Owners who play every day 66% 30 (2012- 2013) 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

  8. 66% Who is your consumer? = 1/2 46 Likelihood of Gen Y & Z to play slots vs. Boomers Casino Social Casino Player 40 Lottery 52 50% 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”

  9. Propensity to play mobile lottery in next 30 days UK Lottery Player Profile by Age LottoInteractive/Chatter Mobile Lottery Research – Q4-Q10, Camelot

  10. What about the Industry? Adapt or die. Today Draw products = flat to decliningsales All growth is in low margin Instants Jackpot fatigue = rising price points. Higher prices ≠ younger players Tomorrow Utilize internet and mobile channels Provide gamespeople want to play (and already are) Incorporate features that will drive engagement and retention

  11. What are the risks? Problem Gambling Current Retail • Cash-based • Anonymous • Unenforceable procedures • Unaudited performance • Average convenience store clerk Tenure=34days 85% failure rate of age verification in Maryland 25%of under-age adolescents report buying a lottery ticket Forensic Marketing LLC, Maryland State Lottery, National Council on Problem Gambling

  12. What are the risks? Problem Gambling Protections not available at retail • 100% age verification • Monetary restrictions • Limit setting • Self-exclusions • Time outs • Enforcement • Reinstatement protocols • Personalized information • Clock visibility • Spend to date/cash balance Land-based Sales Impact Online lottery jurisdictions include Illinois (2012) Georgia (2013) Canada (2004) UK (2002) and many European countries In every jurisdiction with online lottery products, retail sales have continued to grow

  13. Don’t be these people

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