Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- GMI
- Abbreviations
Premier Insight
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- More fun, less consumer resistance
- Caught on the Web?
- Smart link between mobiles and machines
- If you can’t beat ’em, don’t join ’em
- Place your products, place your bets
Summary of Key Report Findings
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- Market value heads for £3 billion mark…
- …with gaming machines familiar to millions…
- …but headline figures masking difficult times
- No vote of thanks for the government…
- …as uncertainty and stagnation discourage growth
- Section 16/21 machines take fight to FOBTs…
- …but best of enemies to make uncomfortable bedfellows
- Machines most commonly played in pubs
- Machine players are male and under 45
- Strong consumer resistance to gaming machine play
- The future: more of the same uncertainty
Market Factors
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- Economic factors
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- Figure 1: Trends in personal disposable income and consumer expenditure, 2001-11
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- Figure 2: UK labour force trends, 2001-11
- Demographic factors
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- Figure 3: Trends in the age structure of the UK population, by gender, 2001-11
- Figure 4: Forecast adult population trends, by lifestage, 2001-11
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- Figure 5: Forecast adult population trends, by socio-economic group, 2001-11
- The smoking ban
- Currency and denomination
- Technology and innovation
- Competition from other forms of gambling
Legislation and Regulation
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- Gambling Act
- Licensing
- Machine classification
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- Figure 6: New gaming machine classifications, March 2006
- Stakes and prizes
- Sections 16 and 21
- Social responsibility costs
- Duty and taxation
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- Figure 7: Amusement Machine Licence Duty, classification and annual rates, 2006
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- Figure 8: Amusement Machine Licence Duty revenues, 1995/96-2004/05
Market Size & Segmentation
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- Figure 9: UK gaming machines estimated market size, 2001-06
- Figure 10: Gaming machines installed base and average revenue per machine, 2001-05
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- Figure 11: UK gaming machines installed base, by type, 2001-05
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- Figure 12: UK gaming machines new injections, by type, 2001-05
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- Figure 13: UK gaming machines, by location, 2001-05
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The Supply Structure
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- Figure 14: Gaming machines manufactured in UK, 1999-05
- IGT-UK
- Danoptra Holdings
- Leisure Link Group
- Others
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Marketing, Advertising and Promotion
The Internet Consumer
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- Figure 15: Venues in which gaming machines are most commonly played by Internet users, 2006
- Mean ages of gaming machine players
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- Figure 16: Mean age of Internet using gaming machine players, January 2006
- Demographic analysis of gaming machine players who are Internet users
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- Figure 17: Demographic analysis of Internet using gaming machine gamblers, by gender, age and employment and marital status, January 2006
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- Figure 18: Demographic analysis of Internet using gaming machine gamblers, by region, age of children in household and household income, January 2006
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- Figure 19: Demographic analysis of Internet using gaming machine gamblers, by type of home Internet connection and level of usage, television reception and viewing habits, and mobile phone network, January 2006
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- Figure 20: Demographic analysis of Internet using gaming machine gamblers, by newspaper and supermarket preference, January 2006
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- Figure 21: Demographic analysis of Internet using gaming machine gamblers, by personality trait, January 2006
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The Internet Consumer – Detailed Demographics
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- Demographic analysis of gaming machine players and non-players
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- Figure 22: Demographic analysis of Internet using gaming machine players and non-players, by gender, age , employment and marital status, January 2006
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- Figure 23: Demographic analysis of Internet using gaming machine players and non-players, by region, age of children in household and annual household income, January 2006
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- Figure 24: Demographic analysis of Internet using gaming machine players and non-players, by type of home Internet connection and level of usage, television reception and viewing habits and mobile phone network, January 2006
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- Figure 25: Demographic analysis of Internet using gaming machine players and non-players, by newspaper and supermarket preference, January 2006
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- Figure 26: Demographic analysis of Internet using gaming machine players and non-players, by personality trait, January 2006
Internet Users – Attitudes and Targeting Opportunities
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- Attitudes towards gaming machines
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- Figure 27: Internet users strength of agreement/disagreement with attitudinal statements towards gaming machines, January 2006
- Attitudes towards gaming machines by personality trait
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- Figure 28: Most commonly held attitudes of Internet users towards gaming machines, by personality trait, January 2006
- Figure 29: Next most commonly held attitudes of Internet users towards gaming machines, by personality trait, January 2006
- Number of venues played in
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- Figure 30: Most popular venues for Internet users gaming machine play, by number of locations played in, January 2006
- Motivation for gambling
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- Figure 31: Most popular venues among gamblers for gaming machine play, by motivation for playing, January 2006
- Optimum targeting
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- Figure 32: Optimum targeting of Internet using gambling machine players, January 2006
Internet Users Attitudes and Targeting Opportunities – Detailed Demographics
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- Most commonly held attitudes of Internet users towards gaming machines
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- Figure 33: Most commonly held attitudes of Internet users towards gaming machines, by gender, age working and marital status, January 2006
- Figure 34: Most commonly held attitudes of Internet users towards gaming machines, by region, age of children in household and household income, January 2006
- Figure 35: Most commonly held attitudes of Internet users towards gaming machines, by type of home Internet connection and level of usage, television reception and viewing habits, and mobile phone network, January 2006
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- Figure 36: Most commonly held attitudes of Internet users towards gaming machines, by newspaper and supermarket preference, January 2006
- Next most commonly held attitudes of Internet users towards gaming machines
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- Figure 37: Next most commonly-held attitudes of Internet users towards gaming machines, by gender, age and employment and marital status, January 2006
- Figure 38: Next most commonly-held attitudes of Internet users towards gaming machines, by region, age of children in household and household income, January 2006
- Figure 39: Next most commonly-held attitudes of Internet users towards gaming machines, by type of home Internet connection and level of usage, television reception and viewing habits, and mobile phone network, January 2006
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- Figure 40: Next most commonly-held attitudes of Internet users towards gaming machines, by newspaper and supermarket preference, January 2006
The Future
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- Economic and demographic outlook broadly positive
- Uncertainty of the Gambling Act certain to persist
- Stakes and prizes to remain the other key issue…
- …leaving machines sector with a fight to thrive…
- …although market growth expected to continue
- 16/21 sector reaching maturity
- Renewed focus on entertainment
Forecast
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- Positive outlook for gaming machines
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- Figure 41: Forecast of net consumer expenditure on gaming machines market, by value, 2006-11
- Installed based in decline, although revenue on the up
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- Figure 42: Forecast of the gaming machines market, by volume and average revenue, 2006-11
- Factors used in the forecast
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