2. introduction
maslow‟s hierarchy of needs in the context of life changing jackpots
a cause outside oneself; a calling or raison d‟etre; music, art;
greatness; abstraction; moral and spiritual uplifting
stable, based sense of self respect and respect from
others; status; niche in social & family unit; education
love; affection; friendship; family; community;
organized religion; culture; escape from loneliness
safety; shelter; organization; structure;
protection against intruders or endangerment
necessities of life; food; air; water;
warmth
2
3. introduction
OLG conducted major needs based segmentation of current customers in
its 3 lines of business – lottery, OLG slots and casinos, and resort casinos
the gaming segmentation yielded 5 segments all defined by their needs
basis for segments came out of psychoanalytic focus groups conducted
with past 12 month gamblers in Canada and US
groups designed to uncover deep-seated needs of gamblers, which in
turn were incorporated into a questionnaire used to create the
segments
3
5. psychoanalytic approach
conscious
information which is available
to be used immediately
EGO feelings and experiences
ego which are repressed but
accessible with some effort
CULTURAL
UNCONSCIOUS
imprinted norms and
cultural/social values, cultural
COLLECTIVE archetypes
UNCONSCIOUS
myths, magic,
archetypal
PRIMITIVE symbols
unconscious
5
6. unconscious need - being alive
When people gamble, they are buying
more than a game. There is a set of
emotional benefits which satisfy
unconscious needs and desires.
a feeling of being alive
getting a rush, thrill, adrenaline flow
being active, a participant in life rather
than an observer
6
7. unconscious need – escape
escape from the mundane
world
to be lucky; to find your luck; to be
in control
to experience a state of flow, to be
“in the zone”
to get caught up in the energy of the
group
7
8. unconscious need – “bubble world”
visitors to a resort casino are also buying a “bubble world”
experience
exotic, romantic
treated as special
try new things, many choices
slightly unreal
excess, luxury, royal treatment
fine food and drink
play like a child but in
adult world, doing adult things
non-judgmental
8
9. unconscious need – hero‟s journey
deep archetypal significance to
gambling and being a winner
the hero’s journey
the Hero is about an ordinary
person who does extraordinary
things
invoking this archetype allows a
person to see meaning in their
lives and get in touch with the
divine aspects of themselves –
that part which is not of the
mundane world
highly gratifying, fulfilling,
self-affirming, and pleasing
9
10. steps of the hero‟s journey
These steps are part of the imprinting of casino gambling. They constitute the
structure of the experience which must be followed and reinforced.
hero‟s journey
the Hero
it’s about must share
winning, not his winnings
the Hero the winnings
portrays player is
virtues of transformed
the Hero faith, hope, to the Hero
must perseverance, through
overcome focus and winning
obstacles charity
the Hero
plays
alone
10
11. other side of gaming
online-gamblers
dominance, anonymity, play on-line for practice
challenge gamblers
bonding experience with friends and family
the shadow side of gambling is addiction, and for many there are very
few stops along the way. When you become addicted, you are more
dead than alive
gamblers perceive that persistently chasing the thrill can easily lead to
gambling addiction
11
12. other market opportunities
non-gamblers
“don‟t get it”, “do the math”, realists & pragmatists
video gamers
bond through competition, status in skill/high scores, no real world consequences
at the present time, these groups represent a challenge
in fact, non-gamblers actually present a slightly less challenging target
for casino visits, especially if the main purpose of the visit was dining or
seeing a show
issue for video gamers: is there any way for casino/slots products to
catch up with video technology?
12
14. vegas north
OLG resort casinos
active
gym Vegas
OLG Slots / Casinos
mundane archetypal
(special)
movies
spa
passive
Participants accept that Ontario casinos will never be Las Vegas. They are what they are and
that is okay.
They do not compete directly with Vegas or other exotic locations most of the time, but people
still want to feel that they are leaving the mundane world and becoming special.
14
15. the challenge
The challenge is not to make Ontario casinos like Las Vegas casinos. Rather, it
is to make people feel the way they feel when they‟re in Las Vegas.
me
mundane
world archetypal world
How do we take a customer from their everyday, mundane world through a
transformative experience into the archetypal world?
15
16. casino & resort needs hierarchy
least
motivational
to have a pleasant
evening or holiday
conscious
unconscious
to feel alive, experience
ego state of flow
to escape the mundane
cultural/social world and/or enter a
bubble world
to experience the
archetypal hero‟s journey
most
motivational
16
17. implications & growth opportunities
technology
internet and mobile technology, trust issues, channel opportunity
youth
casino as „old school‟, new generation skilled in technology
video gaming
large time & money expenditure, compelling graphics
non-gamers
challenge, opportunity in non-gaming attractions.
cross-border
border crossing hassle, Vegas “North”
responsible gaming
17
19. summary of gaming segments
status seekers social interactives value seekers fun seekers independent
gamblers
15% 35% 25% 20% 5%
needs: needs: needs: needs: needs:
More programs/events for Don‟t consider myself a More giveaways Get a thrill gambling Feel bad when spend too
young people gambler Double bonus points Love the casino much
More table games/high limit Don‟t know how to play Casino more entertainment Lights and sounds create Easy to lose track of money/
table games table games than gambling excitement time when gambling
An area for younger people Want fewer problem If luck not with you, walk Casino has energy Want faster payouts on floor
Competitive when gamblers at casino away Staff treat me well Want more staff
gambling More interactive games Special rates at local hotels Feel special when I win Play alone
Believe can make a lot of More DJs with latest music Accept used lottery tickets Like challenge of Gambling is a waste of
money gambling More games like video for WC points gambling money
Special winners/VIP lounge games Use WC points to buy lottery Casino makes me feel Don‟t like people close to
High denomination slots More activities aimed at Point sharing between OLG alive me when gambling
VIP area younger people & resort casinos
demos: demos: demos: demos: demos:
mainly male Male & female Mainly female Male & female Skewed female
52% 25-44 61% 25-54 54%. 55 and older 65% 35-64 67% 45-64
$108,000 $82,400 $69,900 $77,200 $81,100
Canadian/Asian Canadian/European Canadian/European Canadian/European Canadian/European
play behaviour: play behaviour: 19
play behaviour: play behaviour: play behaviour:
Slots, table games, poker Slots Slots Slots mainly, table games Slots
20. take home points
If first-time visitors to the casino can be imprinted with a positive experience, they
are likely to return to repeat the experience.
People who go to a casino to gamble are looking for a transformative experience.
They want to feel alive, to experience Flow, to escape the mundane world, and
possibly to take the Hero‟s Journey.
The Hero‟s Journey is an archetypal dimension to motivate trial. The structure of this
experience must be respected and reinforced by the casino.
Resort casinos represent a Bubble World – a non-judgmental adult world where they
can discover the exotic and romantic, be treated as special, try new things, play like
a child and feel slightly unreal.
20
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