This research allows us to uncover contemporary insights into the preferences of North American gamblers by expanding on learning derived from the 2009 and 2010 WMS
Think like your players.
OVERVIEW
The 2011 Active Gambler Profile™ Report is an in-depth exploration of the lifestyles, leisure-time habits and gaming preferences of the North American Active Gambler.
Unique. Connected. Informed.
Three of the words that define the Active Gambler of today and tomorrow. Understanding players is a strategic imperative for casino operators in today’s environment; we operate in a world of unprecedented change, and failure to recognize and respond to our changing environment could see you falling behind your competition.
At WMS, we are determined to stay ahead of this change, and are committed to helping casino operators stay ahead as well. We encourage all casino industry professionals to think how the Active Gambler of today and tomorrow will behave. We have identified five key forces shaping player attitudes and behaviors, outlined in this year’s Active Gambler Profile Report, providing you with timely and relevant insights from which to build informed marketing strategies and communications.
Social & Traditional Media
Emphasizing the influence of social media and decline of traditional media usage among Active Gamblers
Online Gaming & Gambling
Looking at online gaming preferences and habits of the Active Gambler, and the impact of those preferences on leisure time and gaming behavior
Economic Environment
Highlighting the economy’s impact on the daily life and gambling behavior of the Active Gambler, including gambling trip frequency, spending and related preferences
Social Values & Lifestyle
Examining issues such as time poverty,
personalization, control and pleasure-
seeking behavior as they impact
preferences and behavior for the
Technology
Exploring attitudes, behaviors and technology use of the Active Gambler
