How do machine gamblers feel about tracked play?
Additional data sets in this series
- Consumer voice - Exploring online staking (2020 research)
- Consumer attitudes towards gambling advertising (2019 research)
- Exploring the information needs of gambling consumers (2019 research)
- Behaviours and attitudes towards gambling with credit cards (2019 research)
- Understanding why people gamble and typologies
- Consumer experiences and attitudes to Free Bets & Bonuses
- Consumer views on cashless payments in land-based gambling
- Gambling participation in 2019: behaviour, awareness and attitudes
- How the consumer engages with safer gambling opportunities
- Prohibition of gambling on credit cards
- Taking a more in-depth look at online gambling
- Understanding consumer complaints
- Understanding how consumers engaged with gambling advertising in 2020
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.