The gambling consumer

Author: Countries and Consumers

Date published: 23 Jan 2008

Euromonitor International's latest Strategy Briefing "Gaming: Implications of Growth for Global Marketing Strategies" examines the drivers and key trends in the gaming industry. Economic growth, changing attitudes towards debt, mobile phone and internet usage and the influence of the media are all credited with the strong growth of the gaming market.

The type of consumer that undertakes gambling activities has changed considerably in recent years, as the pastime has become a more mainstream form of entertainment. Gaming has shifted from being a luxury recreation for the rich, to being part of a largely male world with an unsavoury image, to finally becoming a mass-market entertainment product accessible to all.

Although gambling still attracts a hard core of professional or compulsive gamblers, many people are now just seeking a flutter simply for relaxation or fun, or as part of an overall holiday experience.

Consumers are attracted to gambling for a variety of reasons, including:

The excitement: the chance to “get rich quick” by winning a life-changing jackpot, and the thrill of the risk;

Social aspects: the casino (or bingo hall/pachinko parlour/dog track etc) can often become a traditional element of a night on the town, a get together with family and friends, or a holiday trip. People are increasingly playing for fun and to take in the atmosphere;

The challenge: for games of skill such as poker, gaming represents a challenge, as in any other game or sport;

The chance to gain status and reputation.

Gaming Implications of Growth for Global Marketing Strategies