How do machine gamblers feel about tracked play?
As part of its review of machine stakes and prizes, the Government asked us to advise on the costs and benefits of introducing tracked play on category B1, B2 and B3 machines.
We have published the report and dataset in full, but the headline findings were:
- When asked to select words associated with tracked play, machine gamblers felt tracked play was “useful” and “trustworthy”. They also felt it was “intrusive” but they were slower to select this description showing they were less certain of this.
- Machine gamblers were asked about what machine characteristics were appealing to them when choosing a gambling machine. Tracked play was fairly mid-ranking, suggesting it would neither act as an attraction nor be too off-putting in the context of other machine characteristics.
- Machine gamblers are concerned about the registration process and whether it will be a hassle, and have concerns about how their personal data will be stored and used by operators.
- Machine players across different sectors did not have significantly differing views on tracked play.