Project: Slots Player Discovery
“Who are our users anyway?”
Business Context
Research Goal
Approach
Methodology
Key Takeaways
Outcome
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.
Users who play slots account for most of our gross gaming revenue and we expect slots to be our largest growth area. The challenge is that we don’t understand these players as distinct from users with other game preferences.
Generative Research
Interviews | Contextual Inquiry | Secondary Research | Survey
Despite perceptions of simplicity, slots can be very confusing.
Not all short form content is consumable in bite sizes: Users can’t jump into slots as easily as they can Instagram or TikTok
When considering the attention required to play slots - it falls further up the attention bandwidth scale than any most short form entertainment.
We’re not messaging to older users despite their proclivity to play in person slots.
Slots are an opportunity for users who also play table games to “downshift” their brain from table games and take a breather.
Game interruptions are more painful on slots than on other games.
Slots are seen as “low status.”
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 ampliofy the experience.