Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
Summary of Key Report Findings
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- Gambling Bill set to shake up industry
- Market battling to stave off decline…
- …with fixed odds betting terminals the main threat
- Multi-player and multi-stake machines proving popular…
- …but technology struggles to make a real impact
- Playing numbers fall, consumer resistance rises
- Pubs still the most popular playing venues
- Typical players 25-44-year-old DE males
- An uncertain future
Market Factors
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- Economic climate
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- Figure 1: Trends in personal disposable income and consumer expenditure, 1998-2009
- Employment trends
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- Figure 2: UK labour force trends, 1999-2009
- Population trends
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- Figure 3: Trends in the age struture of the UK population, by gender, 1999-2009
- Legislation
- Technology
- Fashion and trends
- Currency and denomination
- Amusement Machine Licence Duty
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- Figure 4: Amusement Machine Licence Duty classification, April 2004
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- Figure 5: Amusement Machine Licence Duty revenues, 1992/93-2001/02
- Other forms of gambling
- Remote gambling
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- Figure 6: Top ten gambling entertainment websites, March 2004
Market Size and Segmentation
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- Figure 7: UK gaming machines estimated market size trends, 1999-2004
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- Figure 8: UK gaming machines, indices, 1999-2004
- Figure 9: Gaming machines installed base and average revenue per machine, 1999-2004
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- Figure 10: UK gaming machines installed base, by type, 1999-2003
- Figure 11: UK gaming machines new injections, by type, 1999-2003
- Gaming machines by location
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- Figure 12: UK gaming machines, by location, 2001 and 2003
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The Supply Structure
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- Gamestec
- IGT-UK Ltd
- Leisure Link Ltd
- Sega Europe Ltd
- Others
Advertising and Promotion
The Consumer
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- Figure 13: Venues in which gaming machines are most commonly played, 1999-2004
- Players and non-players by demographic profile
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- Figure 14: Demographic profile of players and non-players of gaming machines, by gender, age and socio-economic group, March 2004
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- Figure 15: Demographic profile of players and non-players of gaming machines, by detailed lifestage groups, March 2004
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- Figure 16: Demographic profile of players and non-players of gaming machines, by working and marital status, region and ACORN categories, March 2004
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- Figure 17: Demographic profile of players and non-players of gaming machines, by media, supermarket usage and commercial TV viewing, March 2004
- Venues played
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- Figure 18: Additional venues in which gaming machines are played, by consumers’ main venue, March 2004
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The Consumer – Detailed Demographics
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- Figure 19: Most popular venues for playing gaming machines, and levels of non-playing, by gender, age and socio-economic group, 2004
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- Figure 20: Most popular venues for playing gaming machines, and levels of non-playing, by detailed lifestage groups, 2004
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- Figure 21: Most popular venues for playing gaming machines, and levels of non-playing, by working and marital status, region and ACORN categories, March 2004
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- Figure 22: Most popular venues for playing gaming machines, and levels of non-playing, by media, supermarket usage and commercial TV viewing, March 2004
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Consumer Attitudes and Targeting Opportunities
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- Attitudes towards gaming machines
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- Figure 23: Consumer attitudes towards gaming machines, 1999-2004
- Most popular attitudes towards gaming machines by other attitudes
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- Figure 24: Most popular attitudes towards gaming machines, by other attitudes, 2004
- Less popular attitudes towards gaming machines by other attitudes
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- Figure 25: Less popular attitudes towards gaming machines, by main attitude, March 2004
- Attitudes towards gaming machines by location
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- Figure 26: Attitudes towards gaming machines, by favoured location and among non-playing groups, 2004
- Targeting opportunities
- Gamers (14% of sample or 6.8 million adults)
- The Unconvinced (20% of sample or 9.8 million adults)
- The Uninterested (44% of sample or 21.5 million adults)
- Anti-Gamers (22% of sample or 10.7 million adults)
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- Figure 27: Gaming machine target groups, by gender, age and socio-economic group, March 2004
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- Figure 28: Gaming machines target groups, by detailed lifestage groups, March 2004
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- Figure 29: Gaming machines target groups, by working and marital status, region and ACORN categories, March 2004
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- Figure 30: Gaming machines target groups, by media, supermarket usage and commercial TV viewing, March 2004
- Location of gaming machines by targeting opportunities
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- Figure 31: Most popular venues for playing gaming machines, by gaming machine target groups, March 2004
- Optimum target groups
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- Figure 32: Gaming machine target groups and relative penetration levels, March 2004
Consumer Attitudes and Targeting Opportunities – Detailed Demographics
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- Most popular attitudes towards gaming machines
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- Figure 33: Most popular attitudes towards gaming machines, by gender, age and socio-economic group, March 2004
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- Figure 34: Most popular attitudes towards gaming machines, by detailed lifestage groups, March 2004
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- Figure 35: Most popular attitudes towards gaming machines, by working and marital status, region and ACORN categories, March 2004
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- Figure 36: Most popular attitudes towards gaming machines, by media, supermarket usage and commercial TV viewing, 2004
- Next most popular attitudes towards gaming machines
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- Figure 37: Next most popular attitudes towards gaming machines, by gender, age and socio-economic group, March 2004
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- Figure 38: Next most popular attitudes towards gaming machines, by detailed lifestage groups, March 2004
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- Figure 39: Next most popular attitudes towards gaming machines, by working and marital status, region and ACORN categories, March 2004
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- Figure 40: Next most popular attitudes towards gaming machines, by media, supermarket usage and commercial TV viewing, 2004
The Future
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- Gambling Bill anything but a safe bet
- Pub sector under continued threat
- Technology and theming to be industry’s twin hopes…
- …but consumer resistance must be overcome
Forecast
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- Figure 41: Forecast of net consumer expenditure on gaming machines market, by value, 2004-09
- Figure 42: Forecast of the gaming machines market, by volume and average price, 2004-09
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