“Who are our users anyway?”
Subject: Understanding Casino Slots Players (as opposed to table games players) 🎰 vs. 🎲
Role: Lead Researcher
Business Context
Research Goals
Approach & Methodology
Approach ➡️
Key Takeaways
Impact
Slots players account for most of our Casino revenue. On top of that we expect slots to be our largest growth area. Our challenge though is that we don’t understand these players as a distinct set apart from other users with different game preferences.
What motivates slots players specifically? How do their needs differ from table game players?
Generative Research
Effort 🧠
In-game Experience 🎮
Methods
Lit Review
Interviews
Contextual Inquiry
Survey
6. Game interruptions are more painful on slots than on other games.
1. Despite perceptions of simplicity, slots can take time to learn and following along can be difficult at first.
5. Older users are a big growth area (in person casinos) but we lack appropriate messaging for them.
3. Slots are an opportunity table players to “downshift” their brain from tables and take a breather on slots.
Acceptance & Audience 👂
2. Cognitive lift for Slots play is more than other short form entertainment e.g. Social Media. — “Not as bite sized as Tik Tok”
4. Table players consider slots “low status” gaming.
7. Big moments in games deserve more excitement .
Awareness of several key motivations led to ideation sessions to deliver on these needs which brought about few major initiatives and features.
Multiple product features that instruct users on game rules and mechanics.
Targeted promotions of age demographics.
Product effort to inject slots into the table game flow as a break or rest game.
Redesign of our border that surrounds our partners’ games as a way to amplify the experience.