Active Gambler 2013
Sales Enablement Presentation
Active Gambler Profile (AGP) is Back
• Newest edition since book was last published in 2011• Focus of 2013 AGP is Convergence
Confidential and Proprietary to WMSFOR INTERNAL USE ONLY
Active Gambler Profile Distribution
• Printed copy sent to high-profile customers• Printed copies will be limited• Surplus copies will likely be available for additional
customers upon request• Downloadable electronic copy available for the first
time
Confidential and Proprietary to WMSFOR INTERNAL USE ONLY
AGP Key Rollout Dates
• Customer Advisory Board (CAB) = April 10 • Las Vegas Customer Luncheon = April 17• Book Distribution = Late June• Canadian Gaming Summit = June 17–19• Microsite and Electronic Copy = TBD
Confidential and Proprietary to WMSFOR INTERNAL USE ONLY
MethodologyThe industry’s most comprehensive study of Active Gamblers in the United States, Canada, and Mexico
Sample Participation Requirements
Survey & Analysis
4,373USA participants
1,429Canadian participants
507Mexican participants
Onlinesurvey
36minutes
Gambled in a casino in past 12 months
Recruited from general population panel
Active Gamblers make up 32% of US population
October/November2012
USA Participants
Confidential and Proprietary to WMSFOR INTERNAL USE ONLY
31%
52%
17%
Casual Gamblers = spend less than $500/year
Frequent Gamblers = spend $500-$2500/year
Avid Gamblers = spend $2500+/year
Gender
58%male
42%female
Age
17%
25%
58% 50+ Years Old
35-49 Years Old
21-34 Years Old
AgeAnnual Gambling Spend
The Active Gambler of 2012 is…
ConnectedInvolved
Interactive
A product of the dynamic environment of the 21st century, influenced by new technology and economic circumstances
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Active Gamblers are Connected on Mobile Devices
The Active Gambler of 2012 is Connected
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Active Online Not Active Online
95%are Active Online
iPhone Other Smartphone/PDA
Regular Cell Phone with Internet Access
iPad/Tablet Regular Cell Phone without Internet
Access
No Mobile Device
8%16%
23%
52%
6%
19%
27%
18%22%
38%
6%
2010 2012Ownership of mobile
devices connected to the Internet has increased significantly since 2010
Active Gamblers are Connected Online
The Active Gambler of 2012 is Involved
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Visit on Own Visit with Others
84%visit the casino with others
Active Gamblers are Socialat the Casino
Most Active Gamblers visit the casino in a group –
they want to socialize and
interact with others in the casino environmentI visit the casino primarily for enter-
tainment
I am focusing more on controlling what I can and worrying less about things
outside my control
I prefer to become more involved in my community than spend more time on
entertainment
84%
63%
52%
53%
34%
Active Gamblers Want to BeMore Involved
2012 2010
*Chart shows % of participants who agreed to statements listed
The Active Gambler of 2012 is Interactive
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I like to experiment with the latest technology
I prefer to go places that are more than just entertainment where I can also get a sense of
participation
To truly understand something, I need to experience it myself
33%
26%
41%
36%
38%
57%
Active Gamblers are More Interactive than in the Past
2012 2010
Active Gamblers increasingly
want to participate,
rather than be spectators
*Chart shows % of participants who strongly agreed or somewhat agreed to statements listed
The Active Gambler of 2012 is Interactive
Facebook LinkedIn Twitter YouTube Pinterest MySpace Instagram Yelp Flickr Blogger Stumpleupon Digg Delicious Metacafe
67%
18% 16% 15%10% 9%
4% 3% 3% 2% 2% 1% 1% 0%
67%
22%25% 26%
10%13%
6% 7% 7% 5% 3% 3% 3% 2%
US Active Gamblers US Avid Gamblers
91% of Active Gamblers aged 21-34 years old have at least
one social media account
73% of all Active Gamblers in the US have at least one social
media account
65% of Facebook users log in at
least once per day
Active Gamblers are Interactive on Social Media
High Engagement on Facebook, yet Limited Involvement with Casinos
45%
20%
18%
10%8%
Frequency ofFacebook Visits
Multiple Times a DayOnce a DayEvery Few DaysSeveral Times a MonthOnce a Month or Less
Reached out to Customer Service via Facebook
Exchanged Coins from Casino with Facebook Friends
Uploaded Pictures/Videos to Casino/Player's Club Page
Posted Comment on Casino/Player's Club Page
Posted Comment about Casino for Friends to Read
Fan/Follower of Casino or Player's Club
Visited Facebook Page of Casino or Player's Club
Any Activity on Casino's Facebook Page
Facebook Member
10%
9%
10%
16%
21%
20%
23%
45%
67%
3%
3%
4%
6%
9%
11%
12%
26%
67%
Active Gamblers’ Facebook Activities
Active Gamblers Avid Gamblers
Avid Gamblers are much more active
than other segments on casinos’
Facebook pages, yet overall engagement on Facebook is still
very low
In 2010, 52% of Active Gamblers with Facebook visited at least every few days
In 2012, that number rose to 83%
Download/Watch Videos Online
YouTube Members
43%
15%
46%
26%
US Active Gamblers US Avid Gamblers
YouTube is the Future for Finding New Games
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Despite filming generally being prohibited in casinos, videotaping happens covertly, and videos of wins and jackpots have
cumulatively drawn millions of views online
over 5,000channels dedicated to slots
over 300,000videos showing slot play/wins
over 100,000views of single videos showing slot wins
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Views per Month Cumulative Views
WMS YouTube Views Have Grown Exponentially
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0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Views per Month
Spikes around G2E
Over 2 million cumulative views
at the end of January 2013
In February 2013, the WMS Gaming YouTube channel had 134,651 views in one
month – more than 6 times the number of views in the same month 2 years earlier
Casual Gaming is Very Popular
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Any Casual Game Social Games Solo Games
64%
45%54%
74%
54%64%
83%72% 70%
Casual Gamblers Frequent Gamblers Avid Gamblers
Avid Gamblers are more likely than
other gamblers to play any casual game, whether it be social or solo
72%play any casual
game
54%play social
games
62%play sologames
48%of solo game players
play casino-type games
44%of social game players
play casino-type games
Interest in Online Gambling Has Room to Grow
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82%believe online gambling should be
legal
24%
26%50%
Interest in Gambling Online if Legal
Would Gamble Online
Might or Might Not Gamble Online
Would Not Gamble Online
24% of all Active Gamblers would gamble
online if legal
53% of Avid Gamblers would gamble online if
legal
Avids Most Interested in Online Gambling
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Active Gamblers who are more interested in Online Gambling tend to be:
Avid Gamblers/Higher SpendersMale
YoungerMore EducatedHigher Income
Already Playing & Spending $ on Casual Games
Casual Game Players Who Have Paid for Virtual Currency
60%would gamble online if legal
Casual Game Players Who Have Not Paid for Virtual Currency
23%would gamble online if legal
Operators Should Embrace Convergence to Remain Competitive
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Land-Based Casino
Social/Casual/Mobile
Online Gaming
There is potential for online gambling to drive more visits by current patrons and new
audiences, through incentives and rewards
incorporated in online casino
To prepare for online gambling, casinos must cultivate a loyal audience now, through social engagement on Facebook and casual games
Casino experience moving beyond the physical casino, to
sharing experiences and connecting with casinos and other players on online, on YouTube, Facebook, online
communities
Increased social engagement online may drive players to
visit a casino
Conclusions• Active Gamblers of 2012 are more connected, involved, and interactive
than ever before• Convergence occurring between land-based, casual, and online gambling –
customers must embrace and prepare now for evolving marketplace• Casinos need to be more engaged on Facebook• YouTube is the future for finding and learning about games• Players are frequently playing casual games
• Any questions?
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