GRAND CASINO BEOGRAD GAMING HABITS AND

Transcription

REPORT FOR:
GRAND CASINO
BEOGRAD
GAMING HABITS AND
PATHOLOGICAL
GAMBLING 2011
BELGRADE, JANUARY - FEBRUARY 2011
CONTENTS
●
About the study
-
Research objectives
-
Research methodology
-
Sample structure
●
Results of the study
1.
Gaming Habits in General Population
-
Gaming Habits in General Population
1.1. Games of Chance
-
Gaming Habits – Games of Chance
-
Demographic Profile – Games of Chance Players
-
Lifestyle Profile – Games of Chance Players
-
Media consumption – Games of Chance Players
1.2. Sports Betting
-
Gaming Habits – Sports Betting
-
Demographic Profile – Sports Betting Players
-
Lifestyle Profile – Sports Betting Players
-
Media Consumption – Sports Betting Players
1.3. Slot Machines
-
Gaming Habits – Slot Machines
-
Demographic Profile – Slot Machines Players
-
Lifestyle Profile – Slot Machines Players
-
Media Consumption – Slot Machines Players
1.4. Poker Machines, Electronic Roulette and Similar Games
-
Gaming Habits – Poker Machines, Electronic Roulette and Similar Games
-
Demographic Profile – Poker Machines, Electronic Roulette and Similar Games Players
-
Lifestyle Profile – Poker Machines, Electronic Roulette and Similar Games Players
-
Media Consumption – Poker Machines, Electronic Roulette and Similar Games Players
2
CONTENTS
1.5. “Live” Games
2.
3.
4.
-
Gaming Habits – “Live” Games
-
Demographic Profile – “Live” Games Players
-
Lifestyle Profile – “Live” Games Players
-
Media Consumption – “Live” Games Players
Pathological Gambling
-
Incidence of Pathological Gambling in General Population
-
Pathological Gambling Incidence among Players of Different Types of Gambling Games
-
Cross-gaming (cross referenced gaming habits)
-
Demographic Profile of Pathological Gamblers
-
Lifestyle Profile of Pathological Gamblers
Casino Awareness and Visiting
-
Brand performance - Casino Awareness and Visiting in Total Population
-
Brand performance - Casino Awareness and Visiting among Target Customers
-
Brand Performance - Casino Awareness and Visiting among Slot Players
-
Brand Performance - Casino Awareness and Visiting among “Live” Games Players
Grand Casino Image Profile and Brand Performance
-
Image Attributes of Grand Casino
-
GCB Brand Performance in Total Population
-
GCB Brand Performance among Slot Players
-
GCB Brand Performance among “Live” Games Players
3
CONTENTS
3.
4.
Grand Casino Visitors
-
Incidence in General Population
-
Demographic Profile of GCB Visitors
-
Lifestyle Profile of GCB Visitors
-
Media Consumption of GCB Visitors
-
Gaming Habits of GCB Visitors
-
-
-
-
-
-
Brand performance - Casino awareness and Visiting among GCB Visitors
-
Image Attributes of Grand Casino among GCB Visitors
-
Evaluation of Grand Casino Experience
Potential visitors of Grand Casino
-
Incidence in general population
-
Demographic Profile of Potential GCB Visitors
-
Lifestyle Profile of Potential GCB Visitors
-
Media Consumption of Potential GCB Visitors
-
Gaming Habits of Potential GCB Visitors
-
-
-
-
-
-
Brand performance - Casino awareness and Visiting among Potential GCB Visitors
-
Casino Visiting Habits among Potential GCB Visitors
-
Brand performance – Grand Casino Image among Potential GCB Visitors
4
CONTENTS
3.
Grand Casino rejecters
-
Incidence in general population
-
Demographic Profile of GCB Rejecters
-
Lifestyle Profile of GCB Rejecters
-
Media Consumption of GCB Rejecters
-
Gaming Habits of GCB Rejecters
-
Brand performance - Casino awareness and Visiting among GCB Rejecters
-
Casino Visiting Habits of GCB Rejecters
-
Image Attributes of Grand Casino among GCB Rejecters
●
Key Findings and Recommendations
●
Appendix I
●
Appendix II
5
ABOUT THE STUDY
6
RESEARCH OBJECTIVES
●
To determine gaming incidence (games of chance such as lotto, bingo, scratch cards;
sports betting; slot machines; electronic poker, roulette and similar games; “live” games)
●
To analyze basic gaming habits
●
To identify main demographic and lifestyle characteristics of players of different games
●
To determine the general incidence of gambling addiction and provide demographic
profiles of vulnerable groups
●
To identify awareness of Grand Casino and competitors
●
To analyze Grand Casino image constituents
●
To analyze the potential (strengths to focus on and weaknesses to overcome) of Grand
Casino to draw new customers
●
To analyze sources of satisfaction/dissatisfaction with Grand Casino services among the
visitors
●
To identify main demographic characteristics/life style, gaming habits and Grand Casino
image among potential Grand Casino visitors and Grand Casino rejecters
●
To identify media consumption patterns
●
To compare awareness and visiting incidence of GCB, as well as evaluation of GCB
experience with 2008 data*
*Note: All comparisons will be done using comparable samples for 2008 and 2011. This will be obtained by including only respondents
between 20 and 50 years of age and with average household monthly income above 60.000 RSD from 2011 sample.
7
RESEARCH METHODOLOGY
Quantitative study
●
Technique 1: self-filling questionnaire for assessing gambling addiction risks (length app. 10
minutes).
●
Technique 2: F2F interviews within households (paired with self-filling questionnaire)
(questionnaire length app. 15 minutes).
Target group - 2011
●
general population of Belgrade inhabitants aged between 18 and 60 years
Total sample
●
1000 respondents
Place
●
10 main Belgrade municipalities (Cukarica, Novi Beograd, Palilula, Rakovica, Savski Venac,
Stari Grad, Vozdovac, Vracar, Zemun, Zvezdara)
8
RESEARCH METHODOLOGY
Target group - 2008
●
general population of Belgrade inhabitants aged between 20 and 50 years and with average
household monthly income above 60.000 RSD
Total sample
●
600 respondents
Place
●
Central Belgrade municipalities, New Belgrade and Zemun
9
SAMPLE STRUCTURE
Age
Gender
40.0
28.7
53.0
30.0
25.4
22.3
23.6
47.0
20.0
10.0
Male
0.0
Female
18-29 years 30-39 years 40-49 years 50-59 years
of age
of age
of age
of age
Occupation
Education (last level finished)
80.0
0.2
Private farmer
1.6
Housewife
63.7
11.1
Unemployed
60.0
7.0
Retired or unable to work
32.3
40.0
0.4
Business proprietor (large business)
3.7
Business proprietor (small business)
20.0
2.2
1.8
13.1
Student
6.5
Manual worker
0.0
Primary
school
Secondary
school
University
degree
(BSc/BA)
Postgraduate
(MA/MSc,
PhD)
32.7
Employed (primary/secondary educ.)
23.7
Employed (university degree)
0.0
Base: 1000 respondents
10.0
20.0
30.0
40.0
10
SAMPLE STRUCTURE
Personal monthly income
21.0
I'd rather not say
2.0
More than 100.000
2.6
80.001 - 100.000
8.6
50.001 - 80.000
Marital status
30.001 - 50.000
26.2
15.001 - 30.000
26.4
60.0
49.0
50.0
13.2
Less than 15.000
0.0
10.0
41.0
40.0
20.0
30.0
40.0
30.0
20.0
6.7
10.0
3.3
0.0
Married
Divorced
Widowed
Single
11
SAMPLE STRUCTURE
Household monthly income
16.7
I'd rather not say
4.5
More than 150.000
3.5
120.001-150.000
Self assessment of economic status
9.3
100.001-120.000
17.6
80.001-100.000
We can buy everything we need and we
don’t worry about money
21.8
60.001-80.000
20.8
30.001-60.000
We can buy everything we need and apart
from this to save for home appliances and
furniture
5.8
Less than 30.000
0.0
10.0
20.0
30.0
52.4
We manage to cover basic expenses, but
not to buy clothing and footwear
3.1
9.5
6.2
We hardly manage to cover basic expenses
5.8
Lives with friends
24.4
Lives with other family members
0.0
10.0 20.0 30.0 40.0 50.0 60.0
9.8
Multigeneration family
30.9
Couple with cihld / children
9.5
Couple without children
4.5
Single with children
12.0
Single, no children
0.0
26.3
We manage to cover basic expenses,
clothing and footwear, but not to buy home
appliances and furniture
40.0
Household structure
Other
5.6
10.0
20.0
30.0
40.0
12
RESULTS OF THE STUDY
13
1. GAMING HABITS IN
GENERAL POPULATION
14
GAMING HABITS IN GENERAL POPULATION
Games of chance and gambling games played
60.0
46.8
40.0
28.0
20.0
5.7
5.8
4.5
0.0
Multiple answers
Games of
chance
(Lotto, Bingo,
Scratch
cards...)
Sports
betting
Slot
machines
Electronic "Live" games
poker,
(Roulette,
roulette and Poker, Black
similar games Jack...)
Close to half of the adult urban Belgrade population (around 47%) plays various games of chance (Lotto,
Bingo, scratch cards…) - which indicates that there is approximately 400.000 of games of chance players
between 18 and 60 years of age.
Sports betting plays close to 1/3 of the population (around 28%), suggesting that approximately 225.000
of adults in Belgrade (urban) play sports betting.
Between 5-6% of Belgrade urban population plays slot machines, poker machines, electronic roulette and
similar games as well as “live” games (Roulette, Poker, Black Jack…) – indicating that between 40.000 and
50.000 of adults in Belgrade play each of these types of games.
15
*Note: Red Circle Mark denotes highest values,
Blue Circle Mark denotes values that follow
Every fourth games of chance player plays sports betting, while around 45% of sports betting players play
games of chance.
Between 60%-70% of slot machines players also play poker machines, electronic roulette and similar
games, and vice versa.
Around two thirds of “live” games players play sports betting, while close to half play slot machines and
other electronic games.
16
Percentage of players of electronic games (slot
machines, poker machines, electronic poker…)
60.0
46.8
40.0
In total around 8% of adult urban Belgrade
population plays some type of electronic
games, indicating approximate number of
65.000 players of these type of games.
28.0
20.0
8.2
4.5
0.0
Games of
chance (Lotto,
Bingo, Scratch
cards...)
Sports
betting
Slot machines
"Live" games
and other
(Roulette, Poker,
electronic games Black Jack...)
Multiple answers
I only play my game
Among games of chance players majority (around 70%)
play only this type of game (indicating the number of
around 280.000 players). Sports betting players follow,
with around 45% of them playing only sports betting
games (around 100.000 players).
On the other hand, among electronic and “live” games
players majority is playing other types of gambling
games - around 95% (indicating that app. 2.000 – 3.000
players play only electronic games, and similar number
playing only “live” games).
I play more than one game
100.0
80.0
30.3
56.1
60.0
40.0
20.0
95.1
95.6
69.7
43.9
4.9
4.4
0.0
Multiple answers
Games of
Sports
Electronic
"Live" games
chance players betting players games players
players
17
Games of chance and gambling games played in
Male and Female population
54.9*
60.0
Male
51.1
N = 470
37.7
40.0
20.0
7.5*
9.4
2.5*
9.4
2.6*
Female
N = 530
7.7
1.7 *
While various games of chance are
more popular among Female residents
(around 55%), Male find sports betting
more interesting (around 50%
compared to around 8% among
Female).
0.0
Games of
chance
(Lotto, Bingo,
Scratch
cards...)
Sports
betting
Slot
machines
poker,
(Roulette,
similar
Jack...)
games
Male are also more attracted to slot
machines and other electronic games,
as well as “live” games (between 8-9%
compared to 2-3% among Female).
*Note: Red Asterisk denotes statistically significant difference compared to Male
Multiple answers
18
Electronic games played in
Male and Female population
54.9*
60.0
Male
51.1
Female
N = 470
N = 530
37.7
40.0
20.0
7.5*
13.2
3.8*
7.7
1.7
*
Around 13 % of Male are playing some
type of electronic games, compared to
around 4% among Female.
0.0
Games of
chance (Lotto,
Bingo, Scratch
cards...)
Sports betting
Slot machines
and other
electronic
games
"Live" games
Multiple answers
19
Games of chance and gambling games played in age groups
Base: Respective age groups
Multiple answers
60.0
Games of chance (Lotto,
Bingo, Scratch cards...)
50.0
Sports betting
40.0
Slot machines
30.0
Poker machines,
electronic roulette and
similar games
"Live" games (Roulette,
Poker, Black Jack...)
20.0
10.0
While interest for games of chance
increases with age, appeal of sports
betting decreases.
Slot machines and electronic games
are more popular in population up to
35 years of age compared to older age
groups, while population up to 50
years of age shows similar interest for
“live” games.
0.0
18-29
years of age
30-39
years of age
40-49
years of age
50-59
years of age
20
Electronic games played in age groups
Base: Respective age groups
Multiple answers
60.0
Games of chance (Lotto,
Bingo, Scratch cards...)
50.0
40.0
Sports betting
30.0
20.0
Slot machines and other
electronic games
10.0
"Live" games
Electronic games in general are the
most appealing for population up to 35
years of age.
0.0
18-29
years of age
30-39
years of age
40-49
years of age
50-59
years of age
21
1.1. GAMES OF CHANCE
22
GAMING HABITS – GAMES OF CHANCE
Frequency of playing games of chance
(Lotto, Bingo, Scratch cards…)
19.4
Less than once a month
17.5
Once a month
26.5
2-3 times a month
30.1
1-2 times a week
Money spent monthly on games of chance
(Lotto, Bingo, Scratch cards…)
More than 20.000 RSD
0.0
10.001-20.000 RSD
0.2
5.001- 10.000 RSD
0.0
2.001-5.000 RSD
0.4
3.8
1.001-2.000 RSD
5.6
3-4 times a week
5-6 times a week
0.6
Every day
0.2
0.0
17.7
501-1.000 RSD
39.7
201 - 500 RSD
38.0
Less than 200 RSD
10.0
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Games of chance are most often played on a weekly to biweekly bases (around 56%).
Majority of games of chance players are spending up to 500 RSD a month (around 80%).
23
DEMOGRAPHIC PROFILE – GAMES OF CHANCE
PLAYERS
Gender
Age
50.0
62.2
40.0
30.0
37.8
25.0
28.0
26.1
20.9
20.0
10.0
0.0
Male
18-29 years
of age
Female
Occupation
30-39 years
of age
40-49 years
of age
50-59 years
of age
0.4
Private farmer
2.8
Housewife
9.8
Unemployed
1.1
More than 100.000
8.1
Retired or unable to work through illness
22.9
I'd rather not say
2.8
80.001 - 100.000
0.4
37.0
18.6
0.0
10.0
26.7
15.001 - 30.000
8.1
28.4
30.001 - 50.000
11.1
Student
Manual worker
7.5
50.001 - 80.000
3.6
20.0
10.7
Less than 15.000
0.0
30.0
10.0
20.0
30.0
40.0
40.0
24
DEMOGRAPHIC PROFILE – GAMES OF CHANCE
PLAYERS
Marital Status
Household structure
80.0
60.0
2.1
Other
55.6
4.1
Lives with friends
40.0
24.4
34.4
9.0
34.8
20.0
6.0
4.1
Divorced
Widowed
0.0
Married
10.0
5.1
Single
10.5
Single, no children
0.0
More than 150.000
2.8
120.001-150.000
2.8
20.0
30.0
We can buy everything we need and we don’t worry
about money
4.7
We can buy everything we need and apart from this
to save for home appliances/furniture
9.8
100.001-120.000
54.3
We manage to cover basic expenses, but not to buy
clothing/footwear
22.9
60.001-80.000
28.0
We manage to cover basic expenses, clothing
/footwear, but not to buy home appliances/furniture
17.3
80.001-100.000
40.0
17.9
I'd rather not say
10.0
8.3
22.0
30.001-60.000
0.0
10.0
4.7
4.5
Less than 30.000
20.0
30.0
40.0
0.0
20.0
40.0
60.0
25
LIFESTYLE PROFILE – GAMES OF CHANCE
PLAYERS
Life style
Shopping and
window-shopping
Playing video
games
Watching television
Playing cards,
chess, dominos…
Walking
3.47
2.80
3.10
Surfing Internet
Reading books
2.12
Listening to music
2.37
3.07
Watching movies/
series at home
2.69
1.74
Engaging in
competing or
recreational sports
1.99
2.71
Going out on family
picnics, lunches,
diners
2.40
Spending time with 3.57
family/friends at
home
2.09
Going out to the
movies
1.94
2.79
1.84
Listening to radio
2.77
Reading magazines
/ journals
3.33
Reading daily
newspapers
Visiting private
parties / gatherings
1.99
Going out to
theaters
2.17
2.31
Going out to
restaurants
2.42
Going out for
concerts
Going out to clubs /
discos
Going out to cafés /
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
26
LIFESTYLE PROFILE – GAMES OF CHANCE
PLAYERS
Life style
Two thirds of games of chance players
are Female of all ages.
More contemporary / more
modern leisure time activities
TV, daily newspapers and
social games
Reading books and going for
walks
More conservative / more
traditional leisure time
activities
Listening to music and talking
*Note: Factor Analysis of Image Attributes extracted 5 underlying factors:
Factor 1 – More contemporary / more modern leisure time activities (grouped items: Going out to
clubs/discos, Going out to cafés/pubs, Visiting private parties/gatherings, Surfing Internet, Playing video
games, Engaging in competing or recreational sports, Watching movies/series at home)
Factor 2 - More conservative / more traditional leisure time activities (grouped items : Going out on family
picnics, lunches, diners, Going out to restaurants, Going out to theaters, Shopping and window-shopping)
Factor 3 - Listening to music and talking (grouped items : Listening to radio, Listening to music, Spending
time with family or friends at home)
Factor 4 - Reading books and going for walks (grouped items : Going for walks, Reading books)
Factor 5 - TV, daily newspapers and social games (grouped items : Watching television, Reading daily
newspapers, Playing cards, chess, dominos…)
**Note: Items Going out to the movies, Going out for concerts and Reading magazines / journals were
excluded due to lower correlation with factors or higher correlation with more than one factor
Players of games of chance are
somewhat more than average Belgrade
population married (around 55%) and
somewhat less single (around 1/3), with
total personal and household income as
well as self assessed household
economic situation at parity with
Belgrade general population.
On average games of chance players
interests are mainly oriented towards
watching TV, reading daily newspapers
or listening to music. They rarely go out
(in general) or engage in sports, mainly
spending free time with family or
friends at home.
Most popular TV stations are Prva TV,
RTS 1 and Pink. Most popular radio
station is Radio S, while most visited
Internet sites are YouTube and
Facebook (Wikipedia, Blic and B92
follow).
27
MEDIA CONSUMPTION – GAMES OF CHANCE
PLAYERS
Most often watched TV stations
Prva TV
62.4
RTS 1
62.0
Most often visited Internet sites
56.8
TV Pink
45.9
TV B92
36.5
Other
23.3
TV Avala
18.6
RTS 2
8.5
Happy TV
2.1
RT Vojvodina 1
RT Vojvodina 2
0.9
Don't know
0.0
1.1
Do not watch TV
0.0
10.0
20.0
30.0
40.0
50.0
70.0
41.5
Other
28.8
Radio S
15.6
Radio B92
Radio Index
11.1
Roadstar Radio
10.7
23.3
15.4
13.7
11.3
9.2
6.2
4.9
3.8
3.6
3.2
3.2
3.0
3.0
3.0
2.4
2.4
1.3
39.1
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Most often listened Radio stations
8.3
Radio Beograd I program
5.8
Beograd 202
4.7
Radio Fokus
2.1
Do not know
1.1
Radio Beograd II program
22.2
Do not listen to Radio
Multiple answers
60.0
39.1
37.0
YouTube
Facebook
Other
Wikipedia
Blic
B92
Krstarica
Infostud
Sportal
Mondo
Polovni automobili
Press
Kurir
Vukajlija
Naslovi
Limundo
RTS
Twitter
Do not know
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
28
1.2. SPORTS BETTING
29
GAMING HABITS – SPORTS BETTING
Frequency of sports betting
Money spent monthly on sports betting
10.7
5.7
Once a month
22.1
2-3 times a month
0.4
10.001-20.000 RSD
0.4
5.001- 10.000 RSD
1.1
10.0
2.001-5.000 RSD
39.3
1-2 times a week
19.6
1.001-2.000 RSD
11.8
3-4 times a week
4.6
5-6 times a week
0.0
10.0
28.9
201 - 500 RSD
5.7
Every day
25.4
501-1.000 RSD
14.3
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Sports betting is most often played from 1-2 times a week to 2-3 times a month (around 60%), although 1
out of 5 sports betting players plays from 3-4 times a week to every day.
More than half of sports betting players are spending from 200 to 1.000 RSD a month, with every 1 out of
5 spending from 1.000 – 2.000 RSD and every 1 out of 10 spending from 2.000 – 5.000 RSD.
30
DEMOGRAPHIC PROFILE – SPORTS BETTING
PLAYERS
Gender
Age
50.0
85.7
40.4
40.0
25.4
30.0
14.3
23.2
20.0
11.1
10.0
0.0
Male
18-29 years
of age
Female
Occupation
Private farmer
0.4
Housewife
0.0
8.9
50.001 - 80.000
4.6
21.1
Student
28.2
20.0
11.8
Less than 15.000
19.3
10.0
21.8
15.001 - 30.000
27.9
30.001 - 50.000
9.6
0.0
4.3
80.001 - 100.000
0.4
Manual worker
1.4
More than 100.000
3.6
50-59 years
of age
23.9
I'd rather not say
12.9
40-49 years
of age
Unemployed
30-39 years
of age
0.0
30.0
40.0
10.0
20.0
30.0
40.0
31
DEMOGRAPHIC PROFILE – SPORTS BETTING
PLAYERS
Marital Status
Household structure
80.0
3.6
Other
55.7
60.0
7.5
Lives with friends
32.5
38.2
40.0
6.8
25.0
20.0
5.4
10.0
0.7
0.0
0.7
Married
Divorced
Widowed
Single
13.9
Single, no children
0.0
More than 150.000
4.6
120.001-150.000
4.3
about money
15.0
30.001-60.000
10.0
26.8
57.1
6.4
3.6
5.4
0.0
6.1
clothing/footwear
18.9
60.001-80.000
20.0
30.0
40.0
23.6
80.001-100.000
Less than 30.000
30.0
9.3
100.001-120.000
20.0
18.9
I'd rather not say
10.0
40.0
0.0
20.0
40.0
60.0
32
LIFESTYLE PROFILE – SPORTS BETTING PLAYERS
Life style
Shopping and
window-shopping
Playing video
games
3.39
Playing cards,
chess, dominos…
Walking
2.63
Surfing Internet
2.92
Reading books
2.36
3.06
Listening to music
Watching television
2.35
Engaging in
competing or
recreational sports
2.33
3.32
2.39
Watching movies/
series at home
Spending time with
family
or friends at home
2.94
Going out on family
picnics, lunches,
diners
2.36
2.19
3.44
Going out to the
movies
1.86
2.82
Listening to radio
2.04
2.55
Going out to
theaters
2.33
Reading magazines
/ journals
3.44
Reading daily
newspapers
Visiting private
2.59
Going out for
concerts
2.51
2.92
Going out to
restaurants
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
33
LIFESTYLE PROFILE – SPORTS BETTING PLAYERS
Life style
Average sports betting player is a Male,
mostly between 18-29 (around 40%) and
between 30-49 years of age (around 50%),
with only 1 out of 10 over 50 years of age.
social games
walks
activities
Majority of sports betting players are single
(around 56%), with total personal and
household income as well as self assessed
household economic situation at parity with
Belgrade general population.
On average sports betting players are
spending their free time in more
contemporary, active and engaging leisure
time activities (going out to cafes/pubs,
playing video games, surfing Internet and
watching movies/series). They also spend
time with family or friends at home,
listening to music or watching TV, but they
rarely go out to theatres, movies, concerts.
Most popular TV stations are Prva TV, RTS 1,
TV B92 and TV Pink; most popular radio
Internet sites are YouTube and Facebook
(B92, Blic and Sportal follow).
34
MEDIA CONSUMPTION – SPORTS BETTING
PLAYERS
Prva TV
56.8
RTS 1
56.8
48.2
TV B92
45.4
Other
41.8
TV Pink
22.1
TV Avala
19.3
RTS 2
7.5
Happy TV
RT Vojvodina 1
1.4
RT Vojvodina 2
0.7
Don't know
0.0
1.8
Do not watch TV
0.0
10.0
20.0
30.0
40.0
50.0
70.0
43.6
Other
27.5
Radio S
Radio B92
12.9
Radio Index
12.5
36.4
21.8
18.2
18.2
17.1
13.2
9.3
9.3
8.6
6.4
5.4
5.0
5.0
5.0
4.3
2.1
0.7
17.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
9.3
Roadstar Radio
Beograd 202
6.8
6.4
Radio Fokus
5.0
Do not know
4.3
1.4
21.4
Multiple answers
60.0
57.1
55.4
Facebook
YouTube
Other
B92
Blic
Wikipedia
Sportal
Mondo
Polovni automobili
Krstarica
Infostud
Press
Twitter
Vukajlija
Naslovi
Kurir
RTS
Limundo
Do not know
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
35
1.3. SLOT MACHINES
36
GAMING HABITS – SLOT MACHINES
Frequency of playing slot machines
Money spent monthly on slot machines
29.8
Once a month
28.1
2-3 times a month
10.001-20.000 RSD
3.5
5.001- 10.000 RSD
3.5
8.8
2.001-5.000 RSD
10.5
1-2 times a week
0.0
22.8
26.3
1.001-2.000 RSD
5.3
3-4 times a week
0.0
5-6 times a week
0.0
24.6
201 - 500 RSD
3.5
Every day
19.3
501-1.000 RSD
10.0
14.0
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Core of the slot machines players (around 60%) visit places where they can play their games up to 2-3
times a month, while 1 out of 5 play slot machines from 1-2 times a week to every day.
On average they are spending up to 2.000 RSD a month, while every tenth is spending between 2.000 and
5.000 RSD.
37
Where do you go to play slot machines most often?
60.0
42.1
40.0
36.8
28.1
20.0
15.8
7.0
5.3
3.5
1.8
1.8
1.8
1.8
0.0
Multiple responses
Slot players are most often visiting Grand Casino, Mozzart and Alexandar for their game – each of these
three most popular casinos attract between 30-40% of slot players.
38
DEMOGRAPHIC PROFILE – SLOT MACHINES PLAYERS
Gender
Age
50.0
77.2
45.6
40.0
30.0
22.8
21.1
19.3
14.0
20.0
10.0
0.0
Male
18-29 years
of age
Female
Occupation
Private farmer
0.0
Housewife
0.0
22.8
3.5
More than 100.000
3.5
5.3
80.001 - 100.000
1.8
17.5
10.0
20.0
12.3
Less than 15.000
24.6
0.0
19.3
15.001 - 30.000
10.5
28.1
30.001 - 50.000
26.3
Student
Manual worker
8.8
50.001 - 80.000
5.3
50-59 years
of age
10.5
40-49 years
of age
I'd rather not say
Unemployed
30-39 years
of age
0.0
30.0
40.0
10.0
20.0
30.0
40.0
39
DEMOGRAPHIC PROFILE – SLOT MACHINES PLAYERS
Marital Status
Household structure
80.0
1.8
Other
57.9
14.0
Lives with friends
60.0
33.3
40.0
31.6
3.5
22.8
20.0
5.3
5.3
Divorced
Widowed
8.8
0.0
3.5
Married
Single
12.3
Single, no children
0.0
about money
8.8
More than 150.000
10.5
100.001-120.000
15.8
30.001-60.000
0.0
10.0
54.4
8.8
5.3
8.8
Less than 30.000
17.5
clothing/footwear
8.8
60.001-80.000
20.0
40.0
19.3
80.001-100.000
30.0
14.0
5.3
120.001-150.000
20.0
22.8
I'd rather not say
10.0
30.0
40.0
0.0
20.0
40.0
60.0
40
LIFESTYLE PROFILE – SLOT MACHINES PLAYERS
Life style
Shopping and
window-shopping
Playing video
games
Watching television
3.35
2.70
Surfing Internet
3.12
Playing cards,
chess, dominos…
Walking
2.65
3.09
Reading books
2.41
Engaging in
competing or
recreational sports
2.41
Listening to music 3.49
2.39
Watching movies/
series at home
3.00
Going out on family
picnics, lunches,
diners
2.33
family
or friends at home
2.33
Going out to the
movies
1.96
2.84
Listening to radio
2.18
2.56
Reading magazines
/ journals
2.53
3.33
Reading daily
newspapers
Visiting private
2.79
2.56
Going out to
theaters
Going out for
concerts
discos
pubs
3.21
Going out to
restaurants
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
41
LIFESTYLE PROFILE – SLOT MACHINES PLAYERS
Life style
Slot machines are predominantly Male game,
with only 1 out of 5 players being Female.
Majority of the slot players are between 18-39
years of age and single (around 60%).
Although their household economic situation is
close to general population distribution,
somewhat more assess they can buy everything
they need and they do not have to worry about
money (around 14% compared to around 6% in
general population).
social games
walks
activities
On average slot players lead more active
lifestyle and engage in more contemporary
leisure time activities (going out to cafes/pubs,
clubs/discos or visiting private parties and
gatherings, surfing Internet). They also watch
movies/series or TV, listen to music or spend
time with family and friends at home. They
read daily newspapers, and to somewhat lower
extent magazines and journals. They however
rarely go out to theatres, movies, concerts or
on family gatherings.
Most popular TV stations are Prva TV, RTS 1, TV
B92 and TV Pink; most popular radio stations
are Radio S and Radio Index, while most often
visited Internet sites are YouTube and Facebook
(B92 and Blic follow).
42
MEDIA CONSUMPTION – SLOT MACHINES PLAYERS
56.1
Prva TV
47.4
RTS 1
45.6
Other
43.9
TV B92
36.8
TV Pink
24.6
TV Avala
8.8
RTS 2
7.0
Happy TV
Don't know
0.0
RT Vojvodina 2
0.0
RT Vojvodina 1
0.0
1.8
Do not watch TV
0.0
10.0
20.0
30.0
40.0
50.0
60.0
54.4
Other
22.8
Radio S
15.8
Radio Index
19.3
17.5
14.0
12.3
12.3
12.3
7.0
7.0
7.0
3.5
1.8
1.8
1.8
1.8
0.0
0.0
15.8
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
10.5
Radio B92
8.8
Roadstar Radio
7.0
Beograd 202
5.3
Radio Fokus
3.5
1.8
Do not know
0.0
21.1
Multiple answers
70.0
59.6
56.1
52.6
Facebook
YouTube
Other
B92
Blic
Wikipedia
Sportal
Mondo
Krstarica
Polovni automobili
Infostud
Twitter
Vukajlija
Do not know
Press
Naslovi
Kurir
RTS
Limundo
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
43
1.4. POKER MACHINES, ELECTRONIC ROULETTE AND
SIMILAR GAMES
44
GAMING HABITS – POKER MACHINES,
ELECTRONIC ROULETTE AND SIMILAR GAMES
Frequency of playing poker machines,
electronic roulette and similar games
5.2
2.001-5.000 RSD
10.3
1-2 times a week
15.5
5.001- 10.000 RSD
22.4
2-3 times a month
6.9
10.001-20.000 RSD
25.9
Once a month
0.0
34.5
Money spent monthly on poker machines,
electronic roulette and similar games
25.9
1.001-2.000 RSD
5.2
3-4 times a week
0.0
5-6 times a week
0.0
10.3
201 - 500 RSD
1.7
Every day
22.4
501-1.000 RSD
13.8
Less than 200 RSD
10.0
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Most of the poker machines, electronic roulette and similar games players (around 50%) visit places
where they can play their games up to 2-3 times a month, while around one third plays less than once a
month.
On average they are spending up to 2.000 RSD a month, while every fifth is spending over 5.000 RSD.
45
DEMOGRAPHIC PROFILE – POKER MACHINES,
ELECTRONIC ROULETTE AND SIM. GAMES PLAYERS
Gender
Age
50.0
46.6
40.0
75.9
30.0
24.1
22.4
19.0
20.0
12.1
10.0
0.0
Male
18-29 years
of age
Female
Occupation
Private farmer
0.0
Housewife
0.0
32.8
17.2
10.0
20.0
13.8
15.001 - 30.000
13.8
0.0
31.0
30.001 - 50.000
22.4
8.6
50.001 - 80.000
Student
Manual worker
12.1
80.001 - 100.000
5.2
0.0
More than 100.000
0.0
50-59 years
of age
24.1
I'd rather not say
3.4
40-49 years
of age
5.2
Unemployed
30-39 years
of age
10.3
Less than 15.000
0.0
30.0
10.0
20.0
30.0
40.0
40.0
46
DEMOGRAPHIC PROFILE – POKER MACHINES,
Marital Status
Household structure
80.0
1.7
Other
63.8
10.3
Lives with friends
60.0
36.2
40.0
27.6
3.4
19.0
20.0
6.9
1.7
5.2
0.0
1.7
Married
Divorced
Widowed
Single
22.4
Single, no children
0.0
about money
6.9
More than 150.000
10.3
100.001-120.000
12.1
60.001-80.000
25.9
50.0
clothing/footwear
6.9
6.9
13.8
30.001-60.000
8.6
Less than 30.000
0.0
10.0
20.0
40.0
20.7
80.001-100.000
30.0
10.3
3.4
120.001-150.000
20.0
24.1
I'd rather not say
10.0
30.0
40.0
0.0
20.0
40.0
60.0
47
LIFESTYLE PROFILE – POKER MACHINES, ELECTRONIC
ROULETTE AND SIMILAR GAMES PLAYERS
Life style
Shopping and
window-shopping
Playing video
games
Watching television
3.38
2.66
Surfing Internet
3.24
Playing cards,
chess, dominos…
Walking
2.64
Reading books
3.07
2.52
Engaging in
competing or
recreational sports
2.38
2.29
Watching movies/
series at home
Spending time with
family
or friends at home
2.91
2.48
2.22
3.43
Listening to radio
Going out on family
picnics, lunches,
diners
Going out to the
movies
1.95
3.02
2.21
2.71
2.59
Reading magazines
/ journals
3.48
Reading daily
newspapers
Visiting private
2.83
2.64
Going out to
theaters
Going out for
concerts
3.24
Going out to
restaurants
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
48
LIFESTYLE PROFILE – POKER MACHINES, ELECTRONIC
ROULETTE AND SIMILAR GAMES PLAYERS
Life style
Average poker machines, electronic roulette
and similar games player is Male, mostly
between 18-39 years of age and single
(around two thirds).
social games
walks
activities
Although household economic status of
electronic poker and roulette players is
similar to general population distribution,
when it comes to personal income every
fifth has between 50.000-100.000 RSD
(compared to 1 in 10 in general population).
On average electronic poker and roulette
players have similar leisure activities and
interests as slot players - they lead more
active lifestyle and engage in more
contemporary/modern activities (going out
to cafes/pubs, clubs/discos or visiting
private parties and gatherings). Reading
daily newspapers, surfing Internet, watching
movies/series or TV, listening to music or
spending time with family and friends at
home is also important part of their routine.
Most popular TV stations are Prva TV, RTS 1,
TV B92 and TV Pink; most popular radio
stations are Radio S and Radio Index, while
most visited Internet sites are YouTube and
Facebook (B92 and Blic follow).
49
MEDIA CONSUMPTION – POKER MACHINES,
Most often
watched TV stations
Life style
63.8
Prva TV
46.6
RTS 1
Other
44.8
TV B92
44.8
34.5
TV Pink
32.8
TV Avala
12.1
RTS 2
5.2
Happy TV
1.7
RT Vojvodina 1
Don't know
0.0
RT Vojvodina 2
0.0
1.7
Do not watch TV
0.0
10.0
20.0
30.0
40.0
50.0
70.0
46.6
Other
31.0
Radio S
19.0
Roadstar Radio
37.9
27.6
24.1
22.4
17.2
17.2
15.5
12.1
10.3
10.3
5.2
5.2
5.2
5.2
3.4
1.7
0.0
10.3
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
17.2
Radio B92
13.8
Radio Index
6.9
Beograd 202
5.2
Radio Fokus
3.4
1.7
Do not know
0.0
15.5
Multiple answers
60.0
62.1
60.3
Facebook
YouTube
Other
B92
Wikipedia
Blic
Polovni automobili
Krstarica
Sportal
Mondo
Infostud
Twitter
Vukajlija
Press
Naslovi
Kurir
Limundo
Do not know
RTS
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
50
1.5. “LIVE” GAMES
51
GAMING HABITS – “LIVE” GAMES
Frequency of playing “live” games (Roulette,
44.4
8.9
1-2 times a week
3-4 times a week
4.4
5-6 times a week
4.4
0.0
10.0
20.0
2.001-5.000 RSD
22.2
1.001-2.000 RSD
22.2
11.1
501-1.000 RSD
13.3
201 - 500 RSD
2.2
Every day
6.7
5.001- 10.000 RSD
11.1
2-3 times a month
0.0
10.001-20.000 RSD
24.4
Once a month
Money spent monthly on playing (Roulette,
4.4
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
While core “live” games players visit places where they can play their games once a month or less, every
fifth plays at least 1-2 times a week.
Close to one third is spending up to 1.000 RSD a month, while every fourth is spending over 5.000 RSD.
52
DEMOGRAPHIC PROFILE – “LIVE” GAMES PLAYERS
Gender
Age
50.0
42.2
40.0
80.0
30.0
20.0
22.2
22.2
13.3
20.0
10.0
0.0
Male
18-29 years
of age
Female
Occupation
Private farmer
0.0
Housewife
0.0
40-49 years
of age
4.4
4.4
20.0
2.2
More than 100.000
8.9
80.001 - 100.000
2.2
15.6
50.001 - 80.000
8.9
50-59 years
of age
I'd rather not say
Unemployed
30-39 years
of age
26.7
30.001 - 50.000
24.4
Student
4.4
Manual worker
31.1
0.0
10.0
20.0
13.3
Less than 15.000
13.3
0.0
20.0
15.001 - 30.000
30.0
10.0
20.0
30.0
40.0
40.0
53
DEMOGRAPHIC PROFILE – “LIVE” GAMES PLAYERS
Marital Status
Household structure
80.0
1.7
Other
64.4
13.3
Lives with friends
60.0
37.8
40.0
4.4
24.4
20.0
13.3
8.9
11.1
2.2
0.0
2.2
Married
Divorced
Widowed
Single
17.8
Single, no children
0.0
about money
17.8
More than 150.000
15.6
100.001-120.000
6.7
30.001-60.000
15.6
35.6
40.0
clothing/footwear
15.6
60.001-80.000
40.0
11.1
80.001-100.000
30.0
0.0
120.001-150.000
20.0
24.4
I'd rather not say
10.0
2.2
6.7
8.9
Less than 30.000
0.0
10.0
20.0
30.0
40.0
0.0
20.0
40.0
60.0
54
LIFESTYLE PROFILE – “LIVE” GAMES PLAYERS
Life style
Shopping and
window-shopping
Playing video
games
Watching television
3.16
2.71
Surfing Internet
2.67
Reading books
2.93
2.60
3.29
Playing cards,
chess, dominos…
Walking
2.60
2.64
Watching movies/
series at home
Spending time with
family
or friends at home
2.93
Engaging in
competing or
recreational sports
Going out on family
picnics, lunches,
diners
2.49
3.33
2.49
Going out to the
movies
2.16
2.70
Listening to radio
2.41
2.62
Reading magazines
/ journals
2.62
3.29
Reading daily
newspapers
Visiting private
2.78
2.69
Going out to
restaurants
3.11
Going out to
theaters
Going out for
concerts
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
55
LIFESTYLE PROFILE – “LIVE” GAMES PLAYERS
Life style
Average “live” games player is single Male
(only 1 out of 5 is Female), with relatively
equal split between 18-29 and 30-49 years
of age (around 40% in each age group).
social games
walks
activities
Although “live” games players mostly have
average personal income (around 30%),
every fourth has between 50.000 – 100.000
RSD compared to 1 in 10 in general
population. When it comes to household
economic status 16% “can buy everything
and does not worry about money”
compared to around 6% in general
population).
Average “live” games players are mainly
spending free time actively, in
contemporary/modern and engaging
activities (going out to cafes/pubs, private
parties/gatherings, clubs, surfing the
Internet). Visiting restaurants, watching
TV, listening to music and reading daily
newspapers are also important leisure
time activities.
Most popular TV stations are Prva TV, RTS
1, TV B92 and TV Avala. Radio S is the
most often listened radio station, while
most visited Internet sites are YouTube and
Facebook (B92 and Blic follow).
56
MEDIA CONSUMPTION – “LIVE” GAMES PLAYERS
53.3
Prva TV
51.1
Other
48.9
RTS 1
37.8
TV B92
33.3
TV Avala
24.4
TV Pink
13.3
RTS 2
2.2
Happy TV
Don't know
0.0
RT Vojvodina 2
0.0
RT Vojvodina 1
0.0
2.2
Do not watch TV
0.0
10.0
20.0
30.0
40.0
50.0
70.0
46.7
Other
28.9
Radio S
15.6
Radio Index
55.6
33.3
28.9
26.7
22.2
20.0
13.3
11.1
8.9
8.9
8.9
6.7
6.7
4.4
4.4
2.2
0.0
11.1
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
13.3
Roadstar Radio
Radio Fokus
4.4
Radio B92
4.4
Do not know
0.0
Beograd 202
0.0
0.0
0.0
31.1
Multiple answers
60.0
66.7
64.4
Facebook
YouTube
Other
B92
Blic
Wikipedia
Vukajlija
Mondo
Sportal
Twitter
Polovni automobili
Naslovi
Infostud
Press
Krstarica
RTS
Kurir
Do not know
Limundo
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
57
2. PATHOLOGICAL GAMBLING
58
INCIDENCE OF PATHOLOGICAL GAMBLING IN
GENERAL POPULATION
Incidence of Pathological Gambling in
General Population
Risk of Developing Gambling Addiction
in General Population
96.4
3.6
**
*
Pathological gamblers *
Others
*Note: Pathological gambling is indicated by 5 or more diagnostic criteria for pathological gambling according to
Diagnostic and Statistical Manual of Mental Disorders, Fourth Edition, American Psychiatric Association
**Note: Risk of pathological gambling is indicated by 4 diagnostic criteria for pathological gambling
***Note: Diagnostic criteria for pathological gambling according to Diagnostic and Statistical Manual of Mental
Disorders are in the appendix
Incidence of pathological gambling (gambling addiction) in adult Belgrade population is 3.6%, with
additional 2.5% of residents under risk of developing persistent and recurrent maladaptive gambling
behavior. This suggests that in adult urban Belgrade population approximately 30.000 people are
potential pathological gamblers, and approximately 20.000 are at risk.
In EU member states the percentage of the population involved in problem and pathological gambling is
generally estimated at 1.5 to 3%. According to international surveys, the United States and Australia top
the list with 5% of their populations, while Norway is at the bottom with 0.2%.
59
GENERAL POPULATION
Male and Female Population
0.9 *
6.6
100.0
in Male and Female Population
80.0
60.0
93.4
99.1*
40.0
20.0
0.0
Male
Female
N=470
N=530
Incidence of pathological gambling and risk of developing gambling addiction among Male population in
Belgrade is considerably higher compared to Female population.
60
GENERAL POPULATION
age groups
2.8
2.7
5.2
100.0
3.4
80.0
60.0
94.8
97.3
96.6
97.2
40.0
20.0
0.0
18-29 years of
age
N=287
30-39 years of
age
N=223
40-49 years of
age
50-59 years of
age
N=223
N=236
Difference among age groups regarding
prevalence of pathological gambling
and risk of developing gambling
addiction are not confirmed, indicating
similar prevalence of pathological and
at-risk gambling in different groups (at
the level of general adult population).
Further studies should, however, be
conducted on bigger sample size in
order to obtain conclusive findings.
in age groups
61
GENERAL POPULATION
Incidence of Pathological Gambling and Risk of Developing Gambling
Addiction in Male and Female Population by age
Higher prevalence of pathological gambling and risk of developing gambling addiction among Male
compared to Female population is due to higher prevalence of pathological gambling and risk of
developing gambling problem among Male under 30 and over 40 years of age compared to Female of same
age.
Male population is affected by pathological gambling and they show similar risk of developing
maladaptive gambling behavior regardless of age (similar as Female population).
62
PATHOLOGICAL GAMBLING INCIDENCE AMONG
PLAYERS OF DIFFERENT TYPES OF GAMBLING GAMES
Incidence of Pathological Gambling among Players of Gambling Games
2.4
100.0
9.6
21.1
19.0
22.2
80.0
60.0
97.6
90.4
40.0
78.9
81.0
77.8
20.0
Incidence of pathological gambling
and risk of developing gambling
addiction is the lowest among games
of chance players - at the level of
general population.
0.0
Games of chance
(Lotto, Bingo,
Scratch cards...)
Sports
betting
Slot
machines
Electronic poker,
"Live" games
roulette and
(Roulette, Poker,
similar games
Black Jack...)
Risk of Developing
Gambling Addiction
among Players of
Gambling Games
Incidence of pathological gambling is considerably higher among sports betting players – around 10%, and the
highest among slot and electronic games players and "live” games players – around 20%.
Furthermore, players of sports betting, slot and electronic games players and “live” games players show
considerably higher risk of developing maladaptive gambling behavior compared to general population average –
around 7-9%.
63
Incidence of Pathological Gambling among Players of Gambling Games
2.4
100.0
9.6
19.5
22.2
80.0
60.0
97.6
90.4
40.0
80.5
77.8
20.0
0.0
Games of chance
(Lotto, Bingo,
Scratch cards...)
Sports
betting
Slot machines and
other electronic
games
Incidence of pathological gambling and
risk of developing gambling addiction
are also considerably higher among
players of electronic games in general
(slot machines, poker machines,
electronic roulette, etc.) compared to
general adult population.
"Live" games
(Roulette, Poker,
Black Jack...)
Risk of Developing
Gambling Addiction
among Players of
Gambling Games
64
CROSS-GAMING (CROSS REFERENCED GAMING HABITS)
100.0
30.3
80.0
85.9%
sports
betting
77.7%
games of
chance
35.9%
electronic
games
34.4%
electronic
games
65.4%
69.2%
games of
chance
35.9%
sports
betting
56.1
12.0%
60.0
40.0
18.5%
“live”
games
“live”
games
35.9%
“live”
games
95.1
95.6
4.9
4.4
games of
chance
67.4%
sports
betting
65.1%
electronic
games
69.7
43.9
20.0
0.0
Games of chance
players
Players playing only one type of game
Sports betting
players
Electronic games
players
Players playing more than one type of game
"Live" games
players
Base: Relevant groups of plazers of different tzpes of games
Multiple answers
Players who play two or more games most often play sports betting (around 85%), games of chance follow (around
78%), than electronic games (around 45%), and “live” games (around 25%).
65
Incidence of Pathological Gambling among Players who Play only One Type of Game
*
*
*Note: Insufficient base
Pathological gambling prevalence among players that play only games of chance is lower than in general
population (around 0.6%), although these players have at-risk gambling prevalence at the level with general
population.
Prevalence of pathological gambling as well as the risk of developing gambling addiction among players that play
only sports betting is, on the other hand, considerably higher compared to general population.
66
Incidence of Pathological Gambling among Players of Different Types of Gambling Games
sports
betting
“live”
games
electronic
games
Players who play
3 or more games
games
of
chance
around 7.000
22.9
pathological gamblers
Players who
play 2 games
34.3
around 10.000
sports
betting
“live”
games
app. 7.000 app. 3.500
electronic
games
app. 5.000
sports
betting
games
of chance
app. 1.750
app. 9.500
Players who
play 1 game
around 13.000
electronic
games
42.9
In total around 30.000 people can be
considered as pathological gamblers
in adult urban Belgrade population
app. 1.750
67
DEMOGRAPHIC PROFILE OF PATHOLOGICAL
GAMBLERS
Gender
Age
50.0
41.7
40.0
86.1
30.0
16.7
20.0
13.9
22.2
19.4
10.0
0.0
Male
18-29 years
of age
Female
77.8
80.0
30-39 years
of age
Private farmer
0.0
Housewife
0.0
5.6
8.3
0.0
40.0
19.4
Student
20.0
2.8
5.6
19.4
50-59 years
of age
Occupation
Unemployed
60.0
40-49 years
of age
0.0
13.9
Manual worker
36.1
0.0
Primary
school
Secondary
school
University
degree
(BSc/BA)
Postgraduate
(MA/MSc,
PhD)
11.1
0.0
10.0
20.0
30.0
40.0
68
GAMBLERS
16.7
I'd rather not say
2.0
More than 100.000
5.6
80.001 - 100.000
Marital status
8.3
50.001 - 80.000
30.6
30.001 - 50.000
60.0
25.0
15.001 - 30.000
50.0
13.9
Less than 15.000
0.0
10.0
40.0
20.0
30.0
50.0
40.0
33.3
30.0
13.9
20.0
2.8
10.0
0.0
Married
Divorced
Widowed
Single
69
GAMBLERS
Household Monthly Income
22.2
I'd rather not say
5.6
More than 150.000
2.8
120.001-150.000
13.9
100.001-120.000
16.7
80.001-100.000
60.001-80.000
13.9
30.001-60.000
13.9
11.1
Less than 30.000
0.0
10.0
20.0
30.0
40.0
0.0
33.3
55.6
13.9
2.8
5.6
0.0
16.7
10.0 20.0 30.0 40.0 50.0 60.0
11.1
5.6
16.7
Single, no children
0.0
19.4
11.1
Lives with friends
furniture
Household Structure
Other
8.3
10.0
20.0
30.0
40.0
70
LIFESTYLE PROFILE OF PATHOLOGICAL
GAMBLERS
Life style
Shopping and
window-shopping
Playing video
games
3.5
3.0
2.6
Surfing Internet
2.9
Listening to music
Watching television
Playing cards,
chess, dominos…
Walking
Reading books
2.9
2.3
3.2
Engaging in
competing or
recreational sports
2.0
2.3
Watching movies/
series at home
Spending time with
family or friends at
home
3.1
Going out on family
picnics, lunches,
diners
2.3
3.2
2.2
Going out to the
movies
1.7
2.6
Listening to radio
2.1
2.6
Reading magazines
/ journals
Reading daily3.6
newspapers
Visiting private
2.5
2.7
2.6
Going out to
restaurants
3.1
Going out to
theaters
Going out for
concerts
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
71
LIFESTYLE PROFILE OF PATHOLOGICAL
GAMBLERS
Life style
Core of pathological gamblers are Male (only
14% are Female), mostly between 18-29
years of age (around 40%), with similar split
across older age groups.
social games
activities
Majority have secondary school education,
with 20% holding university degree.
Two thirds of pathological gamblers are
single or divorced (pathological gamblers
have higher divorce rate compared to
general population – around 14% compared
to around 6%).
Personal and household income, as well as
household economic status of pathological
gamblers are similar to general population
distribution.
walks
On average pathological gamblers engage in
more active and contemporary/modern
leisure activities and interests, but also
show high level of activity and interest
regarding playing games such as cards, TV
watching and reading daily newspapers.
72
3. CASINO AWARENESS AND VISITING
73
BRAND PERFORMANCE - CASINO AWARENESS
AND VISITING IN TOTAL POPULATION
Multiple answers
Grand Casino is outperforming its competitors in terms of awareness, but has strong competition regarding visit in
the past 3 months in Mozzart in general population.
74
BRAND PERFORMANCE - CASINO AWARENESS AND
VISITING AMONG TARGET CUSTOMERS*
Base: Target Customers
Multiple answers
*Note: Target Customers are between 20 and 50 years of age
with total household income over 60.000 RSD
**Note: Grin Arrow Mark denotes statistically significant increase compared to 2008
Red Arrow Mark denoted statistically significant decrease compared to 2008
Grand Casino marketing efforts in the past years resulted in positioning GCB as number one casino general
population thinks about when they think of casinos (in the situation when they have specific needs connected to
casinos they will think of GCB first).
GCB main competitors – Alexandar and Mozzart improved regarding overall awareness since 2008, still behind
Grand Casino.
75
AND VISITING AMONG SLOT PLAYERS
Multiple answers
Grand Casino is well positioned among slot players, with Mozzart and Alexandar proving to be important
competitors in this target group – Mozzart especially regarding visit in the past 3 months.
76
VISITING AMONG “LIVE” GAMES PLAYERS
Multiple answers
Grand Casino has best overall positioning among “live” games players in current competitive environment, with
Mozzart and Alexandar as main competitors considerably behind (especially regarding visit in the past 3 months).
77
4. GRAND CASINO IMAGE PROFILE
AND
BRAND PERFORMANCE
78
IMAGE ATTRIBUTES OF GRAND CASINO
Base: Aware of Grand Casino Beograd
79
IMAGE ATTRIBUTES OF GRAND CASINO
Base: Aware of Grand Casino Beograd
Is well advertised
Both for people putting
small and big bets
For people putting small
bets
3.80
For people putting big
bets
3.91
3.88
Casino that I trust
International Casino
3.45
3.32
3.55
2.44
Not for people oriented
towards family values*
4.114.06
4.04
3.93
Unattractive building *
2.33
2.14
2.37
2.23
3.17 3.53 3.59
3.77
3.52
3.81 3.65
More than just a Casino
3.41
1.53
1.52
2.87
For fun and
entertainment
3.37
1.89
3.99
For ritch
4.05
3.91
3.07
3.17
4.51
Old fashined Casino *
Casino for someone like
me
3.53
3.45
3.57
3.40
4.57
4.14
4.07
3.77
3.51
For young
3.88 4.02
For exciting night life
3.49
For people that look for 3.89
something special
For trendy nightlife with
friends
4.05
3.23
3.66
3.21
3.68
3.77
3.44
3.21
3.37
3.93
3.56
3.61
3.91
For selfconfident people
3.77
3.89
4.16
4.18 For those who love
adventure
4.09
4.11
4.12
3.66
3.81
For those who are open
For people that live a
full life
Total
4.34
4.37 Modern Casino
3.82
4.02
4.16
3.81
3.89
For all that want to have
good fun
Slot machines players
Attractive location
4.25
4.33 For people that enjoy
For all generations
luxury
"Live" games players
*Note: Items ‘Not for people oriented towards family values’, ‘Oldfashioned Casino’ and ‘Unattractive building’ are rated
on the same scale as other items, as a result smaller average grades indicate better GCB performance on these items
Grand Casino has a strongly
developed image in general
population. It is positioned as
international, modern and
luxurious place with good
advertisement and attractive
location. It is a place for rich
people and people who love
adventure, but not for people
oriented towards family values.
Grand Casino has better overall
image performance among target
audience – slot players and “live”
games players. Apart from the
above perception, target groups
also distinguish it as more than a
casino – it is a place for fun and
entertainment, exciting night life
and all generations.
Target groups have higher overall
identification with GCB
compared to general population
(„Casino for People Like Me‟).
On the Scale
1
I completely
disagree
2
3
4
I mostly Neither agree I mostly
disagree nor disagree agree
5
I completely
80
agree
GCB BRAND PERFORMANCE IN TOTAL
POPULATION
Brand Performance Pyramid
81
GCB BRAND PERFORMANCE AMONG SLOT
PLAYERS
82
GCB BRAND PERFORMANCE AMONG “LIVE”
GAMES PLAYERS
Grand Casino performs better in
target audience – slot and “live”
games players compared to general
population not just in terms of
awareness and number of visitors, but
also in terms of number of repeated
visitors (intend to visit in the next 3
months) and visitors who identify with
it („Casino for People Like Me‟).
83
5. Grand Casino Visitors
84
INCIDENCE IN GENERAL POPULATION
Have you ever visited Grand Casino?
88.8
11.2
Visited Grand Casino
Not visited Grand Casino
About 11% of the general population have visited Grand Casino since it was opened.
85
Have you ever visited Grand Casino?
93.3
100.0
85.6*
80.0
60.0
40.0
20.0
6.7
14.4*
0.0
Yes
No
2008
N=600
*Note: Red Asterisk denotes statistically significant difference compared to 2008
2011
N=585
Base: Population from 20 to 50 years of age
with monthly household income over 60.000
Grand Casino is continuing to draw new visitors - about 14% of the general population from 20 to 50 years
of age and with household monthly income over 60.000 RSD have visited Grand Casino since it was
opened (increase compared to 2008).
86
DEMOGRAPHIC PROFILE OF GCB VISITORS
Gender
Age
50.0
66.1
40.2
40.0
29.5
33.9
30.0
17.0
20.0
13.4
10.0
Male
Female
0.0
18-29 years
of age
80.0
30-39 years
of age
40-49 years
of age
Occupation
7.1
Unemployed
3.6
53.6
60.0
42.9
0.9
40.0
6.3
20.0
3.6
0.0
21.4
Student
3.6
Manual worker
0.0
Primary school
Secondary
school
University
degree
(BSc/BA)
Postgraduate
(MA/MSc,
PhD)
50-59 years
of age
Employed (primary or secondary
education)
28.6
28.6
0.0
10.0
20.0
30.0
40.0
50.0
87
23.2
I'd rather not say
4.5
9.8
80.001-100.000 RSD
13.4
50.001-80.000 RSD
Marital status
24.1
30.001-50.000 RSD
9.8
15.001-30.000 RSD
80.0
63.4
15.2
Less than 15.000 RSD
60.0
0.0
10.0
20.0
30.0
40.0
50.0
40.0
28.6
20.0
6.3
1.8
0.0
Married
Divorced
Widowed
Single
88
19.6
I'd rather not say
17.9
More Than 150.000 RSD
3.6
120.001-150.000 RSD
14.3
100.001-120.000 RSD
18.8
80.001-100.000 RSD
furniture
12.5
60.001-80.000 RSD
9.8
30.001-60.000 RSD
0.0
10.0
20.0
Household structure
30.0
40.0
50.0
45.5
3.6
Other
0.9
We hardly manage to cover basic
expenses
8.9
Lives with friends
3.6
0.0
37.5
10.0
20.0
30.0
40.0
50.0
6.3
19.6
8.9
2.7
12.5
Single, no children
36.6
3.6
Less than 30.000 RSD
13.4
0.0
10.0
20.0
30.0
40.0
50.0
89
LIFESTYLE PROFILE OF GCB VISITORS
Life style
Shopping and
window-shopping
Playing video
games
Watching television
2.81
3.13
Surfing Internet
3.30
2.36
2.43
Playing cards,
chess, dominos…
Walking
Reading books
3.06
2.61
2.56
Watching movies/
series at home
Spending time with
family
or friends at home
3.17
2.57
3.45
2.53
Engaging in
competing or
recreational sports
Going out on family
picnics, lunches,
diners
Going out to the
movies
2.23
2.78
2.37
Listening to radio
2.82
Reading magazines
/ journals
2.58
3.29
Reading daily
newspapers
Visiting private
2.73
2.75
Going out to
restaurants
3.16
Going out to
theaters
Going out for
concerts
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
90
LIFESTYLE PROFILE OF GCB VISITORS
Life style
Current visitors of Grand Casino are mostly
single younger men from 18 to 39 years of
age (around one third of visitors are
Female).
About half of GCB visitors holds at least a
university degree.
social games
walks
activities
Average Grand Casino visitor has personal
income over 30.000 RSD, with every fourth
having over 50.000 compared to somewhat
over 1 in 10 in general population. When it
comes to household economic status around
half “can buy everything they need and
manages to save for home
appliances/furniture” or “can buy
everything and does not worry about
money” compared to around 30% in general
population.
On average GCB visitors engage in more
active, modern/contemporary and exciting
leisure activities and interests, but also
show high level of activity and interest
regarding more conservative and stiller
pastimes such as going out to restaurants.
Most popular TV stations are Prva TV, RTS 1
and TV B92. Most popular radio stations are
Radio S, while most visited Internet sites are
YouTube and Facebook (B92 follows).
91
MEDIA CONSUMPTION OF GCB VISITORS
52.7
Prva TV
63.4
Facebook
50.9
RTS 1
65.2
YouTube
43.8
Other
50.0
TV B92
41.1
Other
27.7
24.1
Blic
15.2
Infostud
34.8
TV Pink
30.4
B92
Wikipedia
14.3
Krstarica
TV Avala
12.5
Sportal
27.7
12.5
Mondo
17.9
RTS 2
8.9
Polovni automobili
8.9
Twitter
2.7
Do not watch TV
9.8
Naslovi
3.6
Happy TV
11.6
Vukajlija
7.1
Press
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
5.4
Limundo
4.5
Kurir
3.6
RTS
47.3
Other
10.0
20.0
30.0
40.0
50.0
60.0
70.0
9.8
Roadstar Radio
8.9
Radio Index
Do not know
3.6
Radio Fokus
3.6
Beograd 202
3.6
2.7
25.0
Multiple answers
0.0
13.4
Radio B92
9.8
Do not use Internet
29.5
Radio S
0.9
Do not know
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
92
GAMING HABITS OF GCB VISITORS
60.0
53.6
43.8
33.0
40.0
31.3
34.8
20.0
0.0
Games of
chance
(Lotto, Bingo,
Scratch
cards...)
Sports
betting
Slot
machines
poker,
(Roulette,
similar games Jack...)
Multiple answers
Around half of Grand Casino visitors play games of chance and sports betting, while around one third play
slot machines, other electronic games and “live” games.
93
Between 50%-60% of GCB visitors slot machines
players also play poker machines, electronic
roulette and similar games, and vice versa. In
total around half of Grand Casino visitors play
some type of electronic games.
Furthermore between 50%-60% of slot players
also play “live” games.
Close to half of “live” games players show
interest for slot machines and other electronic
games, although sports betting is more popular
(around 65%).
60.0
53.6
44.6
43.8
34.8
40.0
20.0
0.0
Games of
chance (Lotto,
Bingo, Scratch
cards...)
Multiple answers
Sports
betting
Slot machines
and other
electronic
games
"Live" games
(Roulette,
Poker, Black
Jack...)
94
Frequency of playing
How much do you spend
32.7
16.3
Once a month
18.4
2-3 times a month
0.0
10.001-20.000 RSD
0.0
5.001- 10.000 RSD
0.0
2.001-5.000 RSD
0.0
28.6
1-2 times a week
6.1
1.001-2.000 RSD
3-4 times a week
2.0
5-6 times a week
2.0
10.2
501-1.000 RSD
0.0
Every day
0.0
44.9
201 - 500 RSD
38.8
Less than 200 RSD
10.0
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
While one half of GCB visitors play games of chance 1-2 times a week to 2-3 times a month, other half
plays once a month or less.
Majority of games of chance players are spending up to 500 RSD a month.
95
13.3
1.7
Once a month
0.0
10.001-20.000 RSD
0.0
1.7
5.001- 10.000 RSD
23.3
2-3 times a month
5.0
2.001-5.000 RSD
40.0
1-2 times a week
1.001-2.000 RSD
25.0
501-1.000 RSD
25.0
11.7
3-4 times a week
6.7
5-6 times a week
3.3
Every day
0.0
10.0
31.7
201 - 500 RSD
11.7
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Core of GCB visitors which play sports betting do so 1-2 times a week to 2-3 times a month, while every
fifth plays from 3-4 times a week to every day.
Majority is spending up to 2.000 RSD a month.
96
48.6
24.3
Once a month
10.8
2-3 times a month
0.0
10.001-20.000 RSD
2.7
5.001- 10.000 RSD
2.7
8.1
2.001-5.000 RSD
5.4
1-2 times a week
24.3
1.001-2.000 RSD
5.4
3-4 times a week
18.9
501-1.000 RSD
0.0
5-6 times a week
5.4
Every day
0.0
32.4
201 - 500 RSD
10.0
10.8
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Most of GCB visitors play slot machines once a month or less (close to 75%), with 1 out of 10 visiting
places where they can play their game 3-4 times a week to every day.
They mainly spend between 200 and 2.000 RSD a month.
97
Where do you play most often?
80.0
64.9
60.0
40.0
29.7
18.9
20.0
5.4
10.8
2.7
2.7
2.7
0.0
Grand
Casino
Alexandar
Mozzart
London
Admiral
Meridian Balkan Bet
Rio
Multiple answers
Close to two third of Grand Casino visitors slot players most often play their game in GCB, while 20-30%
most often visits Alexandar and Mozzart.
98
GAMING HABITS – POKER MACHINES, ELECTRONIC
ROULETTE AND SIMILAR GAMES
45.7
22.9
5.001- 10.000 RSD
17.1
2-3 times a month
5.7
10.001-20.000 RSD
20.0
Once a month
0.0
5.7
2.001-5.000 RSD
5.7
1-2 times a week
28.6
1.001-2.000 RSD
8.6
3-4 times a week
17.1
501-1.000 RSD
0.0
5-6 times a week
2.9
Every day
0.0
8.6
201 - 500 RSD
10.0
11.4
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Majority of GCB visitors players of electronic games play their game once a month or less.
Close to half spends between 500 and 2.000 RSD a month, with every third spending over 5.000 RSD.
99
41.0
2-3 times a month
10.3
1-2 times a week
10.3
7.7
10.001-20.000 RSD
25.6
Once a month
0.0
17.9
5.001- 10.000 RSD
25.6
2.001-5.000 RSD
23.1
1.001-2.000 RSD
3-4 times a week
5.1
5-6 times a week
5.1
10.3
501-1.000 RSD
2.6
Every day
0.0
10.0
0.0
201 - 500 RSD
15.4
Less than 200 RSD
20.0
30.0
40.0
50.0
0.0
10.0
20.0
30.0
40.0
50.0
Core of GCB visitors “live” games players engage in their game once a month or less, while somewhat
over 1 out of 10 play from 3-4 times a week to every day.
Around half spends between 1.000 and 5.000 RSD a month, whereas every fourth spends over 5.000 RSD.
100
AND VISITING AMONG GCB VISITORS
Multiple answers
Among the Grand Casino visitors, this casino has superior performance, with higher advantage compared
to main competitors Alexandar and Mozzart than in general population.
101
IMAGE ATTRIBUTES OF GRAND CASINO AMONG
GCB VISITORS
Base: Aware and Ever visited Grand Casino Beograd
102
GCB VISITORS
small and big bets
bets
Is well advertised
4.10
Old fashioned Casino *
me
bets
For fun and
entertainment
3.54
Casino that I trust
3.67
4.06
3.33
3.31
4.13
3.33
Unattractive building*
1.42
4.45
2.17
For rich
3.55
3.95
towards family values *
3.48
3.90
3.71
For people that look for
something special
For young
4.49
Modern Casino
3.63
4.13
friends
For self-confident
people
3.66
4.24
3.84
full life
3.78
3.76
4.01
good fun
4.31
For those who love
adventure
Grand Casino has similar
image perception among its
visitors as among target
audience of slot and “live”
games players. It is positioned
as international, modern and
luxurious place with good
advertisement and attractive
location. It is more than a
casino - a place for fun,
entertainment and exciting
night life for rich people and
people who are open and love
adventure.
Attractive location
For people that enjoy
luxury
For all generations
GCB Visitors
On the Scale
1
I completely
disagree
2
3
4
5
I completely
103
agree
EVALUATION OF GRAND CASINO EXPERIENCE
Why have you decided to visit Grand Casino for the first time?
35.7
Recommendation / because of friends/relatives
25.9
Out of curiosity
11.6
For the restaurants
8.9
For fun
Because of the free voucher
8.0
I was trying my luck / I wanted to see if I can win some money
8.0
Because I liked the ad / because of the tempting ad
3.6
Because they have real roulette table
3.6
For "live" games"
2.7
Because it is big, luxurious, glamorous
2.7
1.8
To try roulette
Because of the promotional / free drinks
0.9
Because of promotional bonuses
0.9
Because it is something new
0.9
Because of the location
0.9
Because they host popular musicians / bends
0.9
0.0
Multiple answers
10.0
20.0
30.0
40.0
104
Why have you decided to visit Grand Casino for the first time?
Recommendation / because of friends/relatives
27.5
25.0
Out of curiosity
For the restaurants
10.0
8.3
For fun
I was trying my luck / I wanted to see if I can win some money
0.0
Because of the free voucher
0.0
For roulette
30.0
13.1
15.0
8.3
8.3
2.5
4.8
3.6
5.0
Because I liked the ad / because of the tempting ad
Because it is big, luxurious, glamorous
As in previous period most
often reasons for initial
visiting of Grand Casino are
recommendation and
influence of friends and family
and personal curiosity;
restaurants follow.
3.6
0.0
2.3
2.5
For "live" games"
Because of promotional bonuses
1.2
0.0
Because it is something new
1.2
0.0
Because of the promotional / free drinks
1.2
0.0
Because of the location
1.2
0.0
0.0
I like casinos
5.0
1.2
2.5
Because they host popular musicians / bends
0.0
I walked by
0.0
Base: Respondents from 20 to 50 years of age with
household monthly income over 60.000 RSD
Multiple answers
34.5
2.5
10.0
20.0
30.0
2011
2008
N=84
N=40
40.0
105
How did you find out about Grand Casino?
58.9
Word of mouth (recommendation)
23.2
From a bilboard
8.9
Nespapers ad
From the promotion
6.3
59.5
I saw GCB building (in a walk, from a
car, bus…)
4.5
From a flyer
4.5
Radio ad
4.5
Multiple answers
How did you find out about Grand Casino?
Internet ad
2.7
TV ad
1.8
I don't know
2.7
27.4
From a bilboard
On the promotion
7.1
5.0
From a flyer
6.0
5.0
Nespapers ad
6.0
2.5
Radio ad
3.6
5.0
Saw it on the Internet
2.4
5.0
0.0 10.0 20.0 30.0 40.0 50.0 60.0
Word of mouth and billboard advertisement have
the highest impact on Grand Casino awareness
among its visitors – similar as in previous period.
TV ad
1.2
0.0
I saw GCB building
(in a walk, from a car, bus…)
1.2
0.0
72.5
42.5
Base: Respondents from 20 to 50
years of age with household
monthly income over 60.000 RSD
Multiple answers
3.6
5.0
I don't know
0.0
20.0
2011
N=84
40.0
60.0
80.0
2008
N=40
106
Which types of Grand Casino entertainment
have you tried out so far?
Ever visited GCB
57.1
Roulette
Visited GCB in the past 3 months
46.4
Slot machines
Restaurant Ginger
24.1
Roulette
Black Jack
23.2
Slot masine
18.8
Restaurant Diva
70.8
52.1
31.3
Black Jack
Restaurant Chameleon
13.4
Mystery Jackpot
13.4
Restaurant Ginger
22.9
Texas Hold`em
12.5
Mystery Jackpot
22.9
9.8
Ultimate Texas Poker
20.8
Restaurant Chameleon
7.1
Piano bar
25.0
Restaurant Diva
18.8
Texas Hold`em
Casino Stud Poker
5.4
Ultimate Texas Poker
Other
4.5
Piano bar
Three card Poker
3.6
Other
Don't know
3.6
Three card Poker
4.2
Casino Stud Poker
4.2
0.0
Multiple answers
20.0
40.0
60.0
80.0
12.5
10.4
6.3
2.1
Don't know
0.0
20.0
40.0
60.0
80.0
Multiple answers
107
Which types of Grand Casino entertainment
have you tried out so far?
Ever visited GCB
Roulette
50.0
54.8
36.9
40.0
Slot machines
Ginger
29.8
2.5 *
21.4
22.5
Black Jack
„Ginger‟ popularity increased,
while „Mystery Jackpot‟
popularity decreased among
Grand Casino visitors since
previous period.
19.0
17.5
Diva
Chameleon
16.7
10.0
13.1
Other
Texas Hold'em
7.5
22.5
10.7
8.3
Piano bar
20.0
6.0
Mystery Jackpot
4.8
Casino Poker
42.5 *
15.0
3.6
2.5
3 Card Poker
3.6
5.0
I don't know
0.0
10.0
20.0
2011
N=84
30.0
40.0
50.0
60.0
2008
N=40
*Note: Red Asterisk denotes statistically significant difference compared to 2011
Multiple answers
108
General evaluation of Grand Casino
Grand Casino is keeping its appeal since previous
period in general, with somewhat increased
number of its visitors with ambivalent attitude („I
neither like it nor dislike it‟).
109
Satisfaction with specific aspects of Grand Casino service
5.00
4.59
4.00
4.47
4.16
4.64
4.61
4.20
3.75
3.00
2.00
1.00
Interior
Music
Atmosphere
Personnel Courtesy
and Attitude
Hygiene
Security
Prices
On the Scale
1
Not at all
satisfied
2
3
4
Mostly not Neither satisfied Mostly
satisfied nor dissatisfied satisfied
5
Completely
satisfied
110
What is it that you like about Grand Casino?
Multiple answers
What is it that you don’t like about Grand Casino?
111
6. Potential visitors of Grand Casino
(haven‟t visited Grand Casino so far but intend to do
so within next 3 months)
112
Potential visitors – Do you intent to visit Grand
Casino in the next 3 months?
84.2
13.0
2.8
Yes
Maybe
No
Around 16% of the general population can be considered as potential Grand Casino visitors – they have not
visited Grand Casino Beograd yet, but either intend to do so or would consider it during the next 3
months.
113
DEMOGRAPHIC PROFILE OF POTENTIAL GCB
VISITORS
Gender
Age
60.0
53.8
50.0
66.5
40.0
30.0
33.5
21.5
17.7
20.0
7.0
10.0
0.0
Male
18-29 years
of age
Female
80.0
62.7
30-39 years
of age
Private farmer
0.6
Housewife
0.6
14.6
2.5
32.9
40.0
0.6
20.0
2.5
1.9
0.0
Primary
school
Secondary
school
University
degree
(BSc/BA)
Postgraduate
(MA/MSc,
PhD)
1.9
21.5
Student
7.0
Manual worker
24.7
25.9
50-59 years
of age
Occupation
Unemployed
60.0
40-49 years
of age
0.0
10.0
20.0
30.0
40.0
114
VISITORS
29.7
I'd rather not say
0.6
More than 100.000
1.9
80.001 - 100.000
8.2
50.001 - 80.000
Marital status
29.1
30.001 - 50.000
16.5
15.001 - 30.000
60.0
13.9
Less than 15.000
65.2
70.0
50.0
0.0
10.0
20.0
30.0
40.0
40.0
30.4
30.0
20.0
10.0
3.2
1.3
Divorced
Widowed
0.0
Married
Single
115
VISITORS
17.7
I'd rather not say
1.3
More than 150.000
3.2
120.001-150.000
8.2
100.001-120.000
22.2
80.001-100.000
23.4
60.001-80.000
20.9
30.001-60.000
3.2
Less than 30.000
0.0
10.0
20.0
30.0
40.0
Household structure
31.0
55.1
5.1
We hardly manage to cover basic
expenses
8.2
Lives with friends
We can buy everything we need and
apart from this to save for home
clothing / footwear, but not to buy home
appliances / furniture
but not to buy clothing and footwear
1.9
Other
2.5
34.8
6.3
0.0
10.0
20.0
30.0
40.0
7.6
18.4
11.4
1.3
16.5
Single, no children
0.0
10.0
20.0
30.0
40.0
116
LIFESTYLE PROFILE OF POTENTIAL GCB VISITORS
Life style
Shopping and
window-shopping
Playing video
games
Watching television
3.42
Playing cards,
chess, dominos…
Walking
2.78
Surfing Internet
3.11
2.25
2.32
Reading books
2.95
Engaging in
competing or
recreational sports
2.53
Listening to music
3.35
2.31
Watching movies/
series at home
3.03
Going out on family
picnics, lunches,
diners
2.39
family
or friends at home
2.27
Going out to the
movies
2.05
2.93
Listening to radio
2.18
2.67
Reading magazines
/ journals
2.47
3.39
Reading daily
newspapers
Visiting private
2.63
2.62
Going out to
restaurants
3.00
Going out to
theaters
Going out for
concerts
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
117
LIFESTYLE PROFILE OF POTENTIAL GCB VISITORS
Life style
Core of potential GCB visitors are Male
(with 1 out of 3 being Female), mostly
between 18-39 years of age (3 out of 4),
and single (around two thirds).
social games
walks
activities
Personal and household income, as well as
household economic status of potential
GCB visitors are similar to general
population distribution.
On average potential GCB visitors engage
in more active, modern/contemporary and
exciting leisure activities and interests,
but also show relatively high level of
activity and interest regarding TV
watching and reading daily newspapers or
for more conservative and tranquil spare
time activities such as shopping and
window-shopping or visiting restaurants.
Most popular TV stations are Prva TV, RTS
1, TV B92 and TV Pink. Most popular radio
(Blic and B92 follow).
118
MEDIA CONSUMPTION OF POTENTIAL GCB
VISITORS
65.8
Prva TV
54.4
RTS 1
47.5
Other
46.2
TV B92
44.3
TV Pink
24.7
TV Avala
11.4
RTS 2
7.6
Happy TV
Do not know
0.6
RT Vojvodina 1
0.6
1.9
Do not watch TV
0.0
10.0
20.0
30.0
40.0
50.0
70.0
46.8
Other
24.7
Radio S
13.9
Radio B92
Roadstar Radio
12.7
Radio Index
12.0
Beograd 202
7.6
Do not know
7.0
34.2
21.5
18.4
17.1
12.7
10.8
9.5
8.9
5.7
5.7
5.1
5.1
5.1
3.8
3.8
3.2
0.6
14.6
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
5.7
4.4
Radio Fokus
0.6
14.6
Multiple answers
60.0
62.0
61.4
YouTube
Facebook
Other
Wikipedia
Blic
B92
Krstarica
Sportal
Infostud
Mondo
Polovni automobili
Naslovi
Vukajlija
Press
Twitter
RTS
Limundo
Kurir
Do not know
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
119
GAMING HABITS OF POTENTIAL GCB VISITORS
80.0
54.4
60.1
60.0
40.0
9.5
20.0
9.5
3.2
0.0
Games of
chance (Lotto,
Bingo, Scratch
cards...)
Sports
betting
Slot
machines
Poker
machines,
electronic
roulette and
similar games
"Live" games
(Roulette,
Poker, Black
Jack...)
Multiple answers
Over half of potential Grand Casino visitors play games of chance and sports betting, while 1 out of 10
plays slot machines and other electronic games.
“Live” games are less popular (around 3%).
120
*
*
*
**Note: Red Asterisk Mark denotes insufficient base
80.0
54.4
60.1
60.0
In total around 15% of potential Grand Casino
visitors play some type of electronic games.
40.0
13.9
20.0
3.2
0.0
Games of
chance (Lotto,
Bingo, Scratch
cards...)
Multiple answers
Sports
betting
Slot machines
"Live" games
and other
(Roulette, Poker,
electronic
Black Jack...)
games
121
19.8
27.9
2-3 times a month
1.2
10.001-20.000 RSD
24.4
Once a month
0.0
5.001- 10.000 RSD
0.0
2.001-5.000 RSD
0.0
25.6
1-2 times a week
3.5
1.001-2.000 RSD
2.3
3-4 times a week
23.3
501-1.000 RSD
5-6 times a week
0.0
Every day
0.0
0.0
38.4
201 - 500 RSD
33.7
Less than 200 RSD
20.0
40.0
60.0
80.0
100.0
0.0
10.0
20.0
30.0
40.0
50.0
While one half of potential GCB visitors play games of chance 1-2 times a week to 2-3 times a month,
other half plays once a month or less.
Majority of games of chance players are spending up to 1.000 RSD a month.
122
10.5
6.3
Once a month
0.0
10.001-20.000 RSD
0.0
1.1
5.001- 10.000 RSD
21.1
2-3 times a month
13.7
2.001-5.000 RSD
41.1
1-2 times a week
26.3
1.001-2.000 RSD
12.6
3-4 times a week
23.2
501-1.000 RSD
5.3
5-6 times a week
3.2
Every day
0.0
25.3
201 - 500 RSD
10.5
Less than 200 RSD
20.0
40.0
60.0
80.0
100.0
0.0
10.0
20.0
30.0
40.0
50.0
Core of potential GCB visitors which play sports betting do so 1-2 times a week to 2-3 times a month,
while every fifth plays from 3-4 times a week to every day.
Majority is spending up to 2.000 RSD a month.
123
53.3
0.0
5.001- 10.000 RSD
26.7
2-3 times a month
6.7
10.001-20.000 RSD
6.7
Once a month
0.0
13.3
2.001-5.000 RSD
6.7
1-2 times a week
1.001-2.000 RSD
20.0
501-1.000 RSD
20.0
6.7
3-4 times a week
5-6 times a week
0.0
Every day
0.0
0.0
13.3
201 - 500 RSD
26.7
Less than 200 RSD
20.0
40.0
60.0
80.0
100.0
0.0
10.0
20.0
30.0
40.0
50.0
80.0
66.7
60.0
Where do you play
most often?
40.0
26.7
26.7
20.0
13.3
20.0
6.7
6.7
0.0
Multiple answers
Alexandar
Mozzart
Fontana
Meridian Balkan Bet
Royal
Moulin
Rouge
124
GAMING HABITS – POKER MACHINES,
ELECTRONIC ROULETTE AND SIMILAR GAMES
46.7
2-3 times a month
20.0
1-2 times a week
20.0
6.7
10.001-20.000 RSD
13.3
Once a month
0.0
5.001- 10.000 RSD
0.0
2.001-5.000 RSD
0.0
33.3
1.001-2.000 RSD
3-4 times a week
0.0
5-6 times a week
0.0
Every day
0.0
26.7
501-1.000 RSD
0.0
20.0
201 - 500 RSD
13.3
Less than 200 RSD
20.0
40.0
60.0
80.0
100.0
0.0
10.0
20.0
30.0
40.0
50.0
125
80.0
20.0
Once a month
2-3 times a month
0.0
1-2 times a week
0.0
0.0
10.001-20.000 RSD
0.0
20.0
5.001- 10.000 RSD
0.0
2.001-5.000 RSD
3-4 times a week
0.0
5-6 times a week
0.0
Every day
0.0
0.0
20.0
40.0
60.0
80.0
100.0
1.001-2.000 RSD
20.0
501-1.000 RSD
20.0
201 - 500 RSD
20.0
Less than 200 RSD
20.0
0.0
10.0
20.0
30.0
40.0
50.0
Base: 5 respondents
126
VISITING AMONG POTENTIAL GCB VISITORS
Multiple answers
Among the potential Grand Casino visitors, this casino leads regarding awareness and is considered for
visiting, indicating that further marketing efforts should be directed into encouraging trial (initial) visit.
Mozzart is the GCB‟s main competitor in this target group.
127
CASINO VISITING HABITS AMONG POTENTIAL
GCB VISITORS
Do you visit casinos?
78.5
How often do you visit casinos?
21.5
50.0
35.3
40.0
30.0
Visiting casinos
Not visiting casinos
17.6
20.0
17.6
11.8
11.8
5.6
10.0
0.0
0.0
Every day 5-6 times
a week
3-4 times
a week
1-2 times
a week
2-3 times
a month
Once a
month
Less than
once a
month
One out of five potential visitors of Grand Casino visits casinos.
Half of those who visit casinos do it once a month or less, while 1 out of 3 visits casinos from 1-2 times a
week to every day.
128
CASINO VISITING HABITS AMONG POTENTIAL
GCB VISITORS
How did you find out about Grand Casino Belgrade?
32.9
From a bilboard
31.0
13.3
Nespapers ad
TV ad
8.2
Radio ad
7.6
On promotion
4.4
From a flyer
3.8
I saw GCB building (in a walk, from a car,
bus…)
3.8
Internet ad
0.6
I don't know
0.6
0.0
10.0
20.0
30.0
40.0
50.0
129
BRAND PERFORMANCE – GRAND CASINO IMAGE
AMONG POTENTIAL GCB VISITORS
Base: Aware of Grand Casino Beograd and haven’t visited GCB so far but intend to do so within next 3 months
130
BRAND PERFORMANCE – GRAND CASINO IMAGE
AMONG POTENTIAL GCB VISITORS
Is well advertised
small
and big bets
For people putting
small
3.95
bets
bets
For fun and entertainment
3.41
3.85
Casino that I trust
Old fashined Casino *
me
3.69
3.08
2.76
3.68
2.78
4.02
1.65
2.37
For ritch
3.56
3.94
3.58
3.79
3.82
something special
4.24
For young
Modern Casino
3.54
friends
4.17 For those who love
Grand Casino has relatively
similar image perception
among its potential visitors as
among its current visitors – it
positions as international,
modern, luxurious place for
those who want to have good
fun.
Potential visitors, however,
also perceive it as place that
offers something special for
rich people and those who are
putting big bets.
adventure
3.53
4.09
3.73
3.75
For people that live a full
life
3.59
3.96
4.17
Attractive location
luxury
For all generations
good fun
On the Scale
1
I completely
disagree
2
3
4
5
I completely
131
agree
7. Grand Casino rejecters
(casino players who do not intend to visit Grand Casino within
next 3 months)
132
Rejecters
86.4
10.9
2.7
Casino players GCB rejecters
Casino players who visited GCB
Others
Around 3% of the general population can be considered as Grand Casino rejecters – they are visiting other
casinos whereas they do not to intend to visit GCB.
133
DEMOGRAPHIC PROFILE OF GCB REJECTERS
Gender
Age
60.0
50.0
85.2
40.7
40.0
25.9
30.0
14.8
20.0
14.8
18.5
10.0
0.0
Male
18-29 years
of age
Female
70.4
80.0
60.0
30-39 years
of age
40-49 years
of age
Occupation
Private farmer
0.0
Housewife
0.0
11.1
Unemployed
40.0
22.2
20.0
3.7
3.7
50-59 years
of age
0.0
0.0
0.0
25.9
Student
0.0
Primary
school
Secondary
school
University
degree
(BSc/BA)
Postgraduate
(MA/MSc,
PhD)
18.5
Manual worker
25.9
18.5
*Note: Results are only indicative due to base size lower than 30 respondents
0.0
10.0
20.0
30.0
40.0
134
33.3
I'd rather not say
3.7
More than 100.000
7.4
80.001 - 100.000
3.7
50.001 - 80.000
Marital status
33.3
30.001 - 50.000
11.1
15.001 - 30.000
70.0
7.4
Less than 15.000
0.0
10.0
60.0
20.0
30.0
40.0
48.1
48.1
50.0
40.0
30.0
20.0
3.7
10.0
0.0
0.0
Married
Divorced
Widowed
Single
135
40.7
I'd rather not say
More than 150.000
3.7
120.001-150.000
3.7
We can buy everything we need and we don’t
worry about money
14.8
100.001-120.000
We can buy everything we need and apart from
this to save for home appliances and furniture
18.5
80.001-100.000
7.4
30.001-60.000
0.0
20.0
40.0
60.0
80.0
100.0
Household structure
7.4
0.0
0.0
20.0
40.0
60.0
80.0
100.0
3.7
Other
11.1
Lives with friends
37.0
7.4
29.6
3.7
0.0
7.4
Single, no children
85.2
We manage to cover basic expenses, but not to
buy clothing and footwear
0.0
Less than 30.000
7.4
and footwear, but not to buy home appliances
and furniture
11.1
60.001-80.000
0.0
0.0
20.0
40.0
60.0
80.0
100.0
136
LIFESTYLE PROFILE OF GCB REJECTERS
Life style
Shopping and
window-shopping
Playing video
games
Surfing Internet
2.56
Watching television
3.22
Playing cards,
chess, dominos…
Walking
2.89
3.26
3.00
Listening to music
Reading books
2.33
2.56
3.33
Engaging in
competing or
recreational sports
2.26
Watching movies/
series at home
Spending time with
family
or friends at home
Listening to radio
2.89
Going out on family
picnics, lunches,
diners
2.04
2.22
3.37
Going out to the
movies
1.81
3.04
2.15
2.70
Reading daily3.59
newspapers
Visiting private
2.37
2.11
Reading magazines
/ journals
Going out for
concerts
2.89
2.89
Going out to
restaurants
Going out to
theaters
discos
pubs
On the Scale
1
Never
2
Rarely
3
Occasionally
4
Often
137
LIFESTYLE PROFILE OF GCB REJECTERS
Life style
Majority of GCB rejecters are Male up to
18-29 or above 40 years of age.
They assess that they can manage to cover
household expenses with family monthly
income, but not to save for furniture or
home appliances (around 85%).
activities
social games
walks
On average potential GCB rejecter spends
its free time in more active,
modern/contemporary and engaging
activities and interests (such as going to
cafes/pubs, private parties and
gatherings, surfing Internet), but also
shows relatively high level of activity and
interest regarding TV watching, reading
daily newspapers or playing games like
cards, chess, dominos…
Most popular TV stations are RTS 1, Prva
TV, TV Pink and TV B92, while most visited
(B92 and Blic follow).
138
MEDIA CONSUMPTION OF GCB REJECTERS
58.3
RTS 1
56.8
Prva TV
46.7
TV Pink
43.9
TV B92
40.5
Other
21.7
TV Avala
17
RTS 2
6.4
Happy TV
RT Vojvodina 1
3
RT Vojvodina 2
1.6
0.2
Do not know
1.2
Do not watch TV
0.0
10.0
20.0
30.0
40.0
60.0
39.7
Other
29.7
Do not know
14.9
Radio Fokus
28.2
16.7
16.1
16.0
9.4
8.2
6.3
6.3
5
4.8
4.1
4
4
3.5
3.1
2.8
1.2
30.5
0.0
10.0
20.0
30.0
40.0
50.0
60.0
10.7
Roadstar Radio
8.5
Radio Index
Beograd 202
6.0
5.4
4.3
Radio S
1.2
Radio B92
1.2
23.5
Multiple answers
50.0
43.6
41.6
YouTube
Facebook
Other
B92
Blic
Wikipedia
Krstarica
Infostud
Sportal
Mondo
Press
Vukajlija
RTS
Polovni automobili
Naslovi
Kurir
Twitter
Limundo
Do not know
Do not use Internet
0.0
10.0
20.0
30.0
40.0
50.0
60.0
139
GAMING HABITS OF GCB REJECTERS
81.5
100.0
80.0
60.0
37.0
29.6
40.0
14.8
18.5
20.0
0.0
Games of
chance (Lotto,
Bingo, Scratch
cards...)
Sports
betting
Slot
machines
Poker
machines,
electronic
roulette and
similar games
"Live" games
Multiple answers
Majority of Grand Casino rejecters play sports betting (around 80%), while 2-3 out of 10 play “live”
games, slot machines and other electronic games.
140
AND VISITING AMONG GCB REJECTERS
Multiple answers
Grand Casino main competitor among its rejecters is Mozzart.
141
CASINO VISITING HABITS OF GCB REJECTERS
How often do you visit casinos?
60.0
33.3
40.0
22.2
22.2
14.8
20.0
7.4
0.0
0.0
0.0
Every day 3-4 times 1-2 times 2-3 times
a week
a week a month
Once a
month
Less than I don't
once a
visit
month
casinos
Most of the Grand Casino rejecters visit casinos on a weekly or biweekly bases, with every third visiting
casinos once a month or less.
142
CASINO VISITING HABITS OF GCB REJECTERS
How did you found out about Grand Casino Beograd?
44.4
From a bilboard
Nespapers ad
18.5
Radio ad
18.5
14.8
From a flyer
3.7
On promotion
3.7
7.4
I don't know
0.0
10.0
20.0
30.0
40.0
50.0
143
GCB REJECTERS
Base: Aware of Grand Casino Beograd and casino players who do not intend to visit GCB within next 3 months *Note: Results are only indicative due to base size lower than 30 respondents
144
GCB REJECTERS
Is well advertised
small and big bets
bets
bets
For fun and
entertainment
3.59
Casino that I trust
3.30
3.74
4.41
3.59
2.89
Old fashined Casino*
me
1.81
3.70
2.52
2.48
2.44
For ritch 4.44
For young
3.22
3.59
4.00
3.33
something special
4.11
Modern Casino
3.19
3.81
friends
3.52
3.74
3.15
3.81
full life
For those who love
adventure
3.37
3.74
4.15
Attractive location
luxury
For all generations
good fun
On the Scale
1
I completely
disagree
2
3
4
5
I completely
145
agree
GCB REJECTERS
Is well advertised
small and big bets
bets
4.10
bets
For fun and
entertainment
3.54
3.74
Casino that I trust
3.31
3.67
4.06
3.33
3.59
3.33
3.59
1.81
2.89
4.45 4.41
4.13
3.30
Grand Casino has lower overall
image perception among its
rejecters compared to its current
visitors, although still keeps
image of modern, international
and luxurious place for rich
people.
Old fashioned Casino*
me
1.42
3.70
2.52
2.48
For rich
4.44
2.17
2.44
3.55
3.95
For young
3.22
3.48
4.00
3.59
3.90
3.33
something special
For self-confident
people
4.49
3.81
3.52
3.63
friends
4.11
3.19
3.71
3.15
3.37
3.66
3.74
3.74
3.84
full life
4.13
For those who love
adventure
4.15
4.24
3.81
3.78
3.76
4.01
4.31
Attractive location
luxury
For all generations
good fun
Grand Casino Visitors
Modern Casino
Among rejecters GCB is often
perceived as not for people
oriented towards family values.
Considerably lower performance
on items such as Casino for
someone like me, Casino that I
trust, For all generations, Well
advertised, Attractive location,
For fun and entertainment, More
than just a Casino and For people
putting small bets compared to
GCB visitors could indicate
potential issues which can be
further explored and targeted
with marketing efforts.
Grand Casino Rejecters
On the Scale
1
I completely
disagree
2
3
4
5
I completely
146
agree
KEY FINDINGS AND
RECOMMENDATIONS
147
KEY FINDINGS AND RECOMMENDATIONS
●
Close to half of the adult urban Belgrade population plays various games of chance
(around 400.000 players), while close to 1/3 engages in sports betting (around 225.000
players).
●
Gaming incidence of slot machines, poker machines, electronic roulette and similar
games, as well as “live” games (Roulette, Poker, Black Jack…) is between 5-6% in adult urban
Belgrade population - indicating that between 40.000 and 50.000 of adults in Belgrade play
each of these types of games.
●
Various games of chance are more popular among Female residents (around 55%
compared to around 38% among Male), whereas Male find sports betting more interesting
(around 50% compared to around 8% among Female).
●
Male are also more attracted to slot machines and other electronic games, as well as
“live” games (between 8-9% compared to 2-3% among Female).
●
Interest for games of chance increases with age, while appeal of sports betting
decreases. Slot machines and electronic games are more popular in population up to 35 years
of age compared to older age groups, whereas population up to 50 years of age shows similar
interest for “live” games.
148
●
Incidence of pathological gambling (gambling addiction) in adult Belgrade population is
3.6%, with additional 2.5% of residents under risk of developing persistent and recurrent
maladaptive gambling behavior. This suggests that in adult urban Belgrade population
approximately 30.000 people are potential pathological gamblers, and approximately 20.000
are at risk.
●
Male population regardless of age shows considerably higher vulnerability in terms of
pathological gambling and risk of developing gambling addiction compared to Female
population.
●
Incidence of pathological gambling is considerably higher among sports betting players –
around 10%, and the highest among slot and electronic games players and "live” games players
– around 20%.
●
Players of sports betting, slot and electronic games players and “live” games players
also show considerably higher risk of developing maladaptive gambling behavior compared to
general population average – around 7-9%.
●
However, having in mind the number of players of each these games in adult urban
Belgrade population, as well as the fact that many of them play two or more games, sports
betting players prevail among pathological gamblers, while players of electronic games and
“live” games players follow.
149
●
Grand Casino is outperforming its competitors in terms of awareness, but has strong
competition regarding visit in the past 3 months in Mozzart in general population (they are at
parity on this brand health indicator). Brand health captures the sense of longevity or
existence over time of the brand and indicates the likelihood for brand to grow rather than
decline. Brand health indicators are brand awareness and consideration, usage, brand image,
its distinctiveness, customer satisfaction...
●
Grand Casino marketing efforts in the past years resulted in improvement on TOM
awareness and positioning of GCB as number one casino general population thinks about when
they think of casinos (in the situation when they have specific needs connected to casinos they
will think of GCB first).
●
Grand Casino is well positioned on awareness and visit in the past 3 months indicators
among slot players, with Alexandar and especially Mozzart proving to be important competitors
in this target group - Mozzart is at parity with GCB regarding visit in the past 3 months among
slot players.
●
Grand Casino has best overall positioning among “live” games players in current
competitive environment, with Mozzart and Alexandar as main competitors considerably behind
(especially regarding visit in the past 3 months).
●
GCB strong standing among its visitors is confirmed by its leading position on awareness
and visit in the past 3 months indicators compared to main competitors.
150
●
Grand Casino is successfully continuing to draw new visitors - about 11% of the general
population and about 14% of the general population from 20 to 50 years of age and with
household monthly income over 60.000 RSD have visited Grand Casino since it was opened.
●
Most often reasons for initial visiting of Grand Casino are recommendation and influence
of friends and family and personal curiosity; restaurants follow.
●
Word of mouth and billboard advertisement have the highest impact on Grand Casino
awareness among its visitors.
●
GCB is interesting and engaging its visitors mainly with roulette and slot machines;
restaurants „Ginger‟ and „Diva‟, as well as Black Jack follow.
●
GCB visitors are on average very satisfied with interior, personnel courtesy and attitude,
hygiene and security of this casino, and mostly (although not completely) satisfied with choice
of music, atmosphere and prices.
●
Having in mind their gaming habits, around one third of Grand Casino visitors play slot
machines, other electronic games and “live” games.
●
Close to two third of Grand Casino visitors slot players most often play their game in
GCB, while 20-30% most often visit Alexandar and Mozzart – this once more confirms GCB strong
standing among its slot players base, but also suggests the importance of successful Grand
Casino positioning in relation to its main competitors.
151
●
Around 16% of the general population can be considered as potential Grand Casino
visitors – they have not visited Grand Casino Beograd so far but intend or would consider to do
so the next three months.
●
Core of potential GCB visitors are Male (with 1 out of 3 being Female), mostly between
18-39 years of age and single. On average, potential GCB visitors engage in more active and
engaging leisure activities and interests (such as going out to café/pubs, watching movies,
surfing Internet), but also show relatively high level of activity and interest regarding TV
watching and reading daily newspapers or for more tranquil spare time activities such as
shopping and window-shopping or visiting restaurants.
●
Over half of potential Grand Casino visitors play games of chance and sports betting,
while 1 out of 10 plays slot machines and other electronic games. “Live” games are less
popular (around 3%).
●
Among the potential Grand Casino visitors, this casino leads regarding familiarity and is
considered for visiting, indicating that further marketing efforts should be directed into
encouraging trial (initial) visiting.
●
Since one out of five potential visitors of Grand Casino are visiting casinos, and mostly
not too often, marketing efforts should further explore emphasizing a unique assembly of
different fun, entertainment and enjoyment choices that would answer both active and
exciting, but also leisurely spending of free time.
152
MASMI
VOJVODE DOBRNJCA 26/1
11000 BELGRADE
SERBIA
TEL:
+381 11 3390846
+381 11 3390847
FAX: +381 11 3390732
[email protected]
www.masmi.com
contact persons:
Olivera Despotovic
[email protected]
Milan Skoric
[email protected]
APPENDIX I
154
DIAGNOSTIC CRITERIA FOR PATHOLOGICAL
GAMBLING
Diagnostic Criteria for Pathological Gambling
Diagnostic and Statistical Manual of the Mental Disorders, Fourth Edition
Published by the American Psychiatric Association
Persistent and recurrent maladaptive gambling behavior as indicated by five (or more) of the following:
A1: is preoccupied with gambling (e.g. preoccupied with reliving past gambling experiences, handicapping or planning
the next venture, or thinking of ways to get money with which to gamble)
A2: needs to gamble with increasing amount of money in order to achieve the desired excitement
A3: has repeated unsuccessful efforts to control, cut back, or stop gambling
A4: is restless or irritable when attempting to cut down or stop gambling
A5: gambles as a way of escaping from problems or of relieving a dysphoric mood (e.g., feelings of helplessness, guilt,
anxiety, depression)
A6: after losing money gambling, often returns another day to get even (“chasing” one‟s losses)
A7: lies to family members, therapist, or others to conceal the extent of involvement with gambling
A8: has committed illegal acts such as forgery, fraud, theft or embezzlement to finance gambling
A9: has jeopardized or lost a significant relationship, job or educational or career opportunity because of gambling
A10: relies on others to provide money to relieve a desperate financial situation caused by gambling
155
PATHOLOGICAL GAMBLING AND RISK OF
DEVELOPING GAMBLING ADDICTION
People exibiting 3 pathological
gambling symptoms mainly
exhibit so called “chasing”
(after losing money gambling,
they often return another day
to get even), they gamble to
“escape” from problems and
exibit “preoccupation” with
gambling (e.g. they are
preoccupied with reliving past
experiences, planning the next
venture, or thinking of ways to
get money with which to
gamble).
3 Symptoms
Peopple under risk (exibiting 4
pathological gambling symptoms )
are exibiting “lying”,
“tolerance” (need to gamble
with increasing amount of money
in order to achieve the desired
excitement), and are requiring
“bailouts” (relying on others to
provide money to relieve a
desperate financial situation
caused by gambling) to
considerably higher extent
compared to people exibiting 3
symptoms.
4 Symptoms
Probable pathological gamblers
(exibiting 5 or more symptoms)
are exibiting “lying”, “loss of
control” (have repeated
unsuccessful efforts to control,
cut back, or stop gambling),
“tolerance”, “withdrawal
symptoms” (are restless or
irritable when attempting to cut
down or stop gambling), require
“bailouts” and are“risking
significant relationships ” (have
jeopardized or lost a significant
relationship, job or opportunities
because of gambling) to
considerably higher extent
compared to people at risk.
5 Symptoms
156
APPENDIX II
157
LIFESTYLE PROFILE – GAME PLAYERS
Games of Chance Players
Sports Betting Players
More contemporary / more modern
leisure time activities
activities
TV,
daily newspapers
and social games
Reading books
and going for walks
activities
TV,
daily newspapers
and social games
Listening to music
and talking
Reading books
and going for walks
Listening to music
and talking
Slot Machines Players
Poker Machines, Electric Roulette
and Other Similar Games Players
Live Games Players
TV,
daily newspapers
and social games
activities
activities
Reading books
and going for walks
TV,
daily newspapers
and social games
TV,
daily newspapers
and social games
Listening to music
and talking
Reading books
and going for walks
Listening to music
and talking
activities
Reading books
and going for walks
Listening to music
and talking
158
LIFESTYLE PROFILE – GCB VISITORS, POTENTIAL
GCB VISITORS AND GCB REJECTERS
GCB Visitors
Potential GCB Visitors
TV,
daily newspapers
and social games
activities
Reading books
and going for walks
TV,
daily newspapers
and social games
Listening to music
and talking
activities
Reading books
and going for walks
Listening to music
and talking
TV,
daily newspapers
and social games
activities
GCB Rejecters
Reading books
and going for walks
Listening to music
and talking
159

GRAND CASINO BEOGRAD GAMING HABITS AND

Transcription

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