1. The Current Gaming Landscape in Queensland
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The Current Gaming Landscape in Queensland
Market Changes in last 5 years:
General product trends
Changing Game Types
Changing market demographics
Managing RTH%
Dominant new feature style – hold n spin
All data from Maxgaming for Sept QLD Clubs, ABS 2016 Data and Australian Gambling Statistics 1991–92 to 2016–17, 34th edition
Justine Channing
Mob:

2. About me…
Education
BA (Hons) – University of Sydney BSc – Macquarie University Marketing Cert - UTS
Currently: 2nd Year MRes Macquarie University
Club Experience
Gaming Manager – Wests Illawarra, Balmain Leagues, Ramsgate RSL, Five Dock RSL, Cronulla RSL, Lantern Hotel Group, BBMG Hotel Group
Gaming/Marketing Manager – Blacktown Workers Club
Manufacturer Experience
Product Manager – Aristocrat (Europe: London-based 2 years and Australia 3 years)
Product Manager – IGT 2 years
Manager Gaming Analysis – IGT 4 years
Venue Experience
Casinos in Australia & Europe, Clubs – all Australia, Hotels and Hotel Groups – NSW, Qld, VIC
Other
Co-founder, content writer and director of The Drop – industry knowledge & news website
Gaming Specialist consulting to clubs and hotels in Australia (14 years)

3. Change in Gaming Machine Types

4. Regional Vs Metro

5. Change in Market: RTH% No great change despite industry impression
Standalone hold % reduction mainly numbers: drop from 26% to 6% of market

6. Hold n Spin games
Market filling up with clones – now 24.8% of all games (still highest earning product type as a group)

7. Player Choice meeting many markets in gaming
With the change to the base game percentage in current product now totally reversed compared to 5 years ago, how are you building interest for the regular players?
Reduced game variety – hold n spin games everywhere = 24.8% of games in market (diff art/same maths)
Reduced denomination mix in exchange for multidenom games
= time on device

8. Age Vs Game performance
Clear correlation between game age and game performance
You cannot expect an old IGT, SG etc to operate at the same levels as a new ARI – must update all or risk falling behind

9. Manufacturer Performance

10. NEW product

11. Median Vs Average (Mean)
Intro of Hold n Spin games are dominant
Mean/Average is skewing data and affecting purchase decisions and trades
Median is statistically more robust
gives you a true centre for data when looking at ranking reports
Excel does it for you: =MEDIAN(cell:cell)

12. Population – Generation Changes 2006-2016
Skill-based Gaming???
Most important factor for Millennials is the size of the demographic group

13. Population Growth % – ABS 2016

14. QLD Population % Growth Vs Gaming TO
ABS Data2016 & Australian Gambling Statistics 1991–92 to 2016–17, 34th edition

15. Player Choice meeting many markets in gaming
Segmenting gaming machine product on the floor
we used to do it with high denom (but this is reducing
smoking/non-smoking – but no product differentiation
Area for day players with appropriate product
Area for male/female players with different product and bank formation
Membership Tiering – bigger versions of the same offer for all tiers (not personal enough)

16. Rewards Programs
Most clubs now offer reward programs that are so similar that players can’t identify meaningful differences
Redevelop Programs
Look at fresh market segmentation
Create surprise and delight experiences - humanizes a program, adds personal/emotional connection

17. Problem: Data and Behaviour
Our main sources of data = social/demographic
They aren't good predictors of behaviour which is what gaming is all about
= IMPERSONAL
Recent studies are showing people focus more on:
symbols of belonging
experience is worth more than points
The value of a reward program is more than the points, it’s the better experience overall. eg VIP players prefer to be picked up by the club in an Uber than a get free meal – even if the value is the same
= PERSONAL

18. Tech vs Personal Current technology development focus is on:
Speed of service
Speed of play
Reduction of staff numbers – reducing costs
The customer providing their own service choices
Reduced personal interaction
Women/men – different reasons for gaming
Gaming host/specialist floor staff

19. Do loyalty programs help gaming?
Are we just rewarding players and members who would visit anyway?
On average – data confirms that rewards programs drive:
Members to buy/spend more (than non-members) – impacts gaming and food
Members to visit more frequently (than non-members) – largely impacts gaming
Can be monitored by:
Compare average spend of members to average spend of non- members
Increase in visit frequency of targeted members during promotional periods
If there is no change in either of these you are probably not off-setting the costs of the program

20. SUMMARY Data suggests:
Definitely include LINKS in purchase plans – still growth
Look for game variety – decline in hold n spin
Change/adjustment in manufacturer performance trends for new machines
Separate machine performance by product type
Segment the gaming floor by product/customer type
Refresh Rewards/Loyalty programs - personal

21. Justine Channing 0418 260 856 Available to complete:
Director and Gaming Specialist
Contact:
Director and Co-Founder
Contact:
Available to complete:
Gaming Floor Health Checks
Monthly Gaming Reports
Independent - Product purchase advice and planning