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Gaming Emerging Market Syndicated Study 2013 USA

One of the biggest challenges facing gaming entities today is how to grow market share – something that is especially difficult in light of the current and prolonged economic slump in North America.

As marketers grapple with this issue, it becomes clear that one approach is to focus on consumer groups that have the potential to grow and become loyal customers down the road. For most, this means a focus on consumers in the 18-34 year old demographic.

Gaining an understanding of this group as an existing and potential consumer takes on even greater importance given the recent decision by the U.S. Department of Justice in reversing the federal government’s long-held opposition to Internet gambling. This decision has implications for all gaming entities but one thing is certain: Internet gaming in the U.S. is building momentum and it is likely that this age cohort will be one of the first to jump on board. It has never been more important to understand both what the existing competition is as well as what the potential for legalized and regulated i-gaming is among this group.

Now entering its fifth year of publication, the Gaming Emerging Market Syndicated study will examine a variety of topics related to all forms of gaming behaviors and preferences, technology usage and social networking. Marketers can expect to get answers to the following questions:

• What types of gaming products are most appealing?
• What are the barriers to participation in various gaming categories?
• What are the general play behaviors and preferences for lottery? Casinos? Internet gaming?
• What is internet gaming penetration in our current environment and where do future opportunities lie for gaming organizations?
• What differences exist within the group of 18-34 year olds?

Topic Areas

Specific topic areas for the study include:

• Lottery play
• Casinos
• Internet gaming
• Technology usage
• Social media usage and applications for gaming

The 2013 version of the study will have a strong focus on all aspects of gaming and technology and will explore how intertwined these two categories have become.

Methodology

Web-based Internet Study: A 25 minute survey will be conducted with respondents on the Internet using Ipsos’ proprietary online panel in the U.S.

• n=1,000 surveys completed in the U.S.

Clients have the option to purchase booster samples if they subscribe prior to fielding. Booster samples can be collected on any desired criteria and will be priced on an ad-hoc basis, provided they are feasible to obtain.

Timing

Please note that this timeline is tentative and subject to change, primarily pending client response.

 

Deliverables

We will provide the following deliverables:

• Detailed tables with essential crosstabs; and
• A detailed presentation report in PowerPoint format

For booster samples purchased:

• Additional PowerPoint report and crosstabs with booster sample

Cost

 

Contact

Paul Lauzon SVP, Managing Director Ipsos Reid West Work+1.403.294.7386 paul.lauzon@ipsos.com