40 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 LEGER – PLAYER VALUE GAMING 2023 A large majority (85%) of the adult US Population has played at least one of the 6 main gaming/ gambling products (this includes video and social games) within the past year, with three-quarters having played in the past month. Think about that for a second. This is among everyone into their eighth decade. For Gen Z, these numbers are even higher, with 90% having played a video or social game in the past year. Whomever coined the phrase “Take your life in your own hands”, probably didn’t realize that an iPhone or Android device would do just that to a majority of the first world population in 2023. Social games and video games are the most played type of game, with more than half of the U.S. population playing either type of game in the past year. However, Lottery games closely follow, with around 50% of Americans having played at least one type of Lottery game within the past year. Sports betting and fantasy sports are up and comers, with a quarter of the population playing in the past year, leaving room for growth as legalization grows (at least on the sports betting side). But for now, Lottery commands a huge lead over sports betting. Ever since mobile sports betting was legalized (it is now legal in 26 states as of March ‘23, up from 18 in January ‘22), gaming and gambling organizations, including North American State lotteries, have tried to understand what drives player value in the post-COVID era. This is so they can respond to changing behaviors and inform their planning decisions with insights about which other gaming categories provide the biggest competitive threat and adjust for this strategically. Leger’s team thought long and hard about this quandary, and devised its own Gaming Player Value Score, which captures and assigns values to a wide variety of what we call “dimensions”: functional, social, monetary, and psychological factors, including the experience of winning and losing, routine play, pace of play, relevance or perception of odds, risk vs reward, convenience, and much more. The Player Value Score (PVS) allows for benchmarking and comparisons between these gaming dimensions to understand differences, similarities, and opportunities. The key aspect of the research, conducted in October 2022 among 3,692 Americans from all states, focuses on what drives value for players across five key gaming categories: lottery (split by draw game and scratch games), sports betting, casino gambling, online gambling, and video/social gaming. Leger’s Analytics team has derived how value from play leads to players’ behaviors such as frequency and spending, and how it will also affect future intention to play. These vital insights can guide the ways we shape game development, brand messaging, and promotional strategy. So, what is Leger’s Player Value Score composed of? Nine components make up how much value players derive from the gaming categories they play, and how those aspects will drive their decision to play in the future. Please note that while these are ranked in order of overall importance to gaming and gambling, they affect all six gaming categories very differently. #1 Convenience How convenient the game is to play. Convenience is a mission-critical variable. It is not only the #1 driver across the entire range of gaming, but it is a top 3 driver across five of the six gaming categories. #2 Time Spent How much time players spend playing. This is the #2 key driver for Casino Gamers, Sports Bettors and Video/Social Gamers. WHAT CAUSES US TO CHOOSE ONE GAME-OF-CHANCE OVER ANOTHER? UNDERSTANDING THE MOTIVATIONAL DRIVERS OF EACH GENERATION OF CONSUMERS … Simon Jaworski, Executive Vice President Lottery & Gaming, Leger USA
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