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Gaming Machines - UK - June 2004

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
SUMMARY OF KEY REPORT FINDINGS
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
Economic climate
Figure 1: Trends in personal disposable income and consumer expenditure, 1998-2009
Employment trends
Figure 2: UK labour force trends, 1999-2009
Population trends
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
Figure 4: Amusement Machine Licence Duty classification, April 2004
Figure 5: Amusement Machine Licence Duty revenues, 1992/93-2001/02
Other forms of gambling
Remote gambling
Figure 6: Top ten gambling entertainment websites, March 2004
MARKET SIZE AND SEGMENTATION
Figure 7: UK gaming machines estimated market size trends, 1999-2004
Figure 8: UK gaming machines, indices, 1999-2004
Figure 9: Gaming machines installed base and average revenue per machine, 1999-2004
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
Figure 12: UK gaming machines, by location, 2001 and 2003
THE SUPPLY STRUCTURE
Gamestec
IGT-UK Ltd
Leisure Link Ltd
Sega Europe Ltd
Others
ADVERTISING AND PROMOTION
THE CONSUMER
Figure 13: Venues in which gaming machines are most commonly played, 1999-2004
Players and non-players by demographic profile
Figure 14: Demographic profile of players and non-players of gaming machines, by gender, age and socio-economic group, March 2004
Figure 15: Demographic profile of players and non-players of gaming machines, by detailed lifestage groups, March 2004
Figure 16: Demographic profile of players and non-players of gaming machines, by working and marital status, region and ACORN categories, March 2004
Figure 17: Demographic profile of players and non-players of gaming machines, by media, supermarket usage and commercial TV viewing, March 2004
Venues played
Figure 18: Additional venues in which gaming machines are played, by consumers’ main venue, March 2004
THE CONSUMER – DETAILED DEMOGRAPHICS
Figure 19: Most popular venues for playing gaming machines, and levels of non-playing, by gender, age and socio-economic group, 2004
Figure 20: Most popular venues for playing gaming machines, and levels of non-playing, by detailed lifestage groups, 2004
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
Figure 22: Most popular venues for playing gaming machines, and levels of non-playing, by media, supermarket usage and commercial TV viewing, March 2004
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES
 ATTITUDES TOWARDS GAMING MACHINES
Figure 23: Consumer attitudes towards gaming machines, 1999-2004
Most popular attitudes towards gaming machines by other attitudes
Figure 24: Most popular attitudes towards gaming machines, by other attitudes, 2004
Less popular attitudes towards gaming machines by other attitudes
Figure 25: Less popular attitudes towards gaming machines, by main attitude, March 2004
Attitudes towards gaming machines by location
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)
Figure 27: Gaming machine target groups, by gender, age and socio-economic group, March 2004
Figure 28: Gaming machines target groups, by detailed lifestage groups, March 2004
Figure 29: Gaming machines target groups, by working and marital status, region and ACORN categories, March 2004
Figure 30: Gaming machines target groups, by media, supermarket usage and commercial TV viewing, March 2004
Location of gaming machines by targeting opportunities
Figure 31: Most popular venues for playing gaming machines, by gaming machine target groups, March 2004
Optimum target groups
Figure 32: Gaming machine target groups and relative penetration levels, March 2004
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES – DETAILED DEMOGRAPHICS
Most popular attitudes towards gaming machines
Figure 33: Most popular attitudes towards gaming machines, by gender, age and socio-economic group, March 2004
Figure 34: Most popular attitudes towards gaming machines, by detailed lifestage groups, March 2004
Figure 35: Most popular attitudes towards gaming machines, by working and marital status, region and ACORN categories, March 2004
Figure 36: Most popular attitudes towards gaming machines, by media, supermarket usage and commercial TV viewing, 2004
Next most popular attitudes towards gaming machines
Figure 37: Next most popular attitudes towards gaming machines, by gender, age and socio-economic group, March 2004
Figure 38: Next most popular attitudes towards gaming machines, by detailed lifestage groups, March 2004
Figure 39: Next most popular attitudes towards gaming machines, by working and marital status, region and ACORN categories, March 2004
Figure 40: Next most popular attitudes towards gaming machines, by media, supermarket usage and commercial TV viewing, 2004
THE FUTURE
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
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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