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The world of gambling – as seen by millennials and Generation Z

George Miller

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The world of gambling - as seen by millennials and Generation Z
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The generation gap is a subject of discussion that continues to be relevant year on year. Why is it that those born since 1981 are so important to the gambling industry and its future? According to Betinvest COO Max Dubossarsky, every new generation contributes to the development of the entertainment industry, raising the standards for how gambling products and services are created.

Millennials caught the peak of digital technology at a young age, at a time when some of the Generation Z babies were being born already with a smartphone in hand.

The issue of continuity of the generations carries from one age to the next and takes on new dimensions. The gambling industry has its finger on the pulse, aware that the characteristics and preferences of each generation provide detailed information about current and potential players.

During recent years, society has had its eyes fixed on the so-called “millennials” – Generation Y – born between 1981 and 1996, and Generation Z – the “New Silent Generation” – born after 1995—1996. Why are their views and way of thinking important to the gambling industry? Mainly because millennials and Gen Z are products of the digital age.

Modern-day innovations, which previous generations could only have dreamed about, are now the norm for Gen Y and Gen Z. So if it is hard to amaze millennials with high-tech “perks”, it is nigh on impossible to surprise Gen Z – who have fully adapted into the world of 3D technology, VR and AR.

To attract and retain the attention of young players and avoid their games becoming a boring alternative to others on the market, operators created products that borrow features from videogames.

The millennial generation is the first to have grown up with videogames, so their way of life has become one of the reasons for developing online gambling.

This first “internet generation” divides their lives between an online and an offline reality. Many things have become possible to do with the use of gadgets, without the need for physical input. In contrast to well-off baby boomers who were big fans of visiting casinos and the luxury entertainment of gambling, millennials lived in unstable economic conditions and are therefore notable for their rationalism. As a result, they prefer more affordable entertainment, including activities which do not involve leaving the house. The gambling industry grasped the attitude of the new generation and changed its approach accordingly: the first gambling websites started to emerge, and the big casinos began organising events with new kinds of entertainment, such as concerts by famous musicians and DJs, opening exclusive malls, and the like.

Another important move in the battle to earn the attention of younger players is product customisation, responsive design, and additional gamification during the gaming process.

Gen Z, who more or less stormed into the digital age fresh from the cradle, have tough demands. In the modern-day world of gambling, it is no longer enough for games to have just high resolution, gripping storylines and 3D effects. Players want light, fun and quality solutions with compatibility across different devices, secure data and convenient payment methods. Products which cannot easily be adapted to the specific characteristics of regional markets lose their standing and risk being unable to keep up with the competition.

Millennials and Gen Z tend to be cautious in what they do online.

Almost every user leaves behind a digital footprint, which is analysed by marketing experts. It “shows” the user’s interests and gives clues as to what the potential customer might like, helping operators to cater to each player better. But at the same time, data confidentiality and secure payment have become two key issues that users consider when completing any online activities.

It is safe to say that each new generation has contributed – and continues to contribute – towards the change in attitudes towards gambling. Each generation develops the industry by demanding more, thereby raising the standards for how gambling products and services are created.

Because of the rapid development in digital technology, today’s players live in two worlds – an online and an offline world. With the huge amount of offers available, they select the products that are easily understandable. Time has become too expensive to waste on figuring out how things work, especially when it comes to the entertainment industry. Their leisure time is therefore crucial for operators to consider.

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EGBA Demands pan-European Consumer Rights for iGaming

Niji Narayan

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EGBA Demands pan-European Consumer Rights for iGaming
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The European Gaming and Betting Association (EGBA) has demanded for the introduction of a specific single set of consumer rights for Europe’s iGaming sector.

The European Commission (EC) will publish its new consumer strategy later this year. The EGBA wants the EC to incorporate its demand into the new strategy. It is now consulting stakeholders for developing a single pan-European set of consumer rights.

EGBA has sent a letter to EC with the following excerpts:

In its submission to the EC, it says: “The lack of regulatory consistency jeopardises online players’ safety, as it exposes them to the unregulated and unsafe websites of the black market, which profits to the detriment of the European economy.

“EGBA advocates sector-specific EU regulation for consumer and minor protection.

“There are simple rules that can be proposed, to ensure that online players, minors and players who are at risk are equally protected.

“For example, self-excluded players could benefit from a European self-exclusion register, that would prohibit access to any regulated website of the EU.

“To bridge the gap stemming from inconsistent rules on protecting minors from gambling marketing, EGBA has recently published a European code of conduct to establish minimum requirements on responsible advertising.

“Greater regulatory cooperation between member states can also facilitate the dialogue to achieve harmonisation.

“To this end EGBA regrets the dissolvement of the European expert group for online gambling, as national gambling regulators are deprived from the opportunity to meet and exchange in the framework of a common platform.”

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Industry News

Jumpman Gaming Integrates Slingo Originals Content

Niji Narayan

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Jumpman Gaming Integrates Slingo Originals Content
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Gaming Realms plc has announced that its Slingo Originals content is live with Jumpman Gaming platform.

Jumpman Gaming is a UK-based B2B casino networks offering about 600 fun, casual and affordable slots and bespoke bingo games.

Slingo Originals content will now also be distributed via SG Digital’s Opening Gaming System platform to Jumpman’s white label partners.

Michael Buckley, Executive Chairman of Gaming Realms, said: “We’re delighted that through our partnership with Scientific Games we have been able to launch our Slingo Originals content with Jumpman, a key innovator in the iGaming industry operating an extensive network of partner sites.

“The partnership is testament to the popularity of the Slingo content range and we look forward tocontinuing to innovate, launching market-leading content to new audiences.”

Kris Kukula, MD of Jumpman Gaming, remarked: “We’re delighted to welcome the Slingo content to our network. Given its success, both in the UK and globally, we believe it will be a perfect fit to expand our customer and entertainment experience.”

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Australian Study: Loot Box Buyers More Susceptible To Problem

Niji Narayan

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Australian Study: Loot Box Buyers More Susceptible To Problem
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Researchers in Experimental Gambling Research Laboratory (EGRL) at CQUniversity Australia has found that purchase of loot boxes make players more prone to real-life gambling problems. According to the study, players who purchase loot boxes are not only more likely to gamble in real life but more likely to wager for large amounts as well.

The study was funded by the NSW Government Responsible Gambling Fund. It had a sample size of 1,954 NSW residents who age ranged from 12 to 24. Among the respondents, 22.3% admitted to have gambling problems. The high percentage of people with gambling problems could be due to the fact that sample was chosen among people who engage with gambling and video games.

The study also found that 62% of the most popular video games have loot boxes of some form. In the study, a large majority of respondents (93.2%) had played at least one of these games in the last 12 months and 69.4% had opened a loot box from these games in the same period, However, only 32.9% of the respondents have actually bought the loot boxes.

Professor Matthew Rockloff, the lead author of the study, said: “[Loot boxes] are a growing concern because of the risk and reward elements associated with them that is similar to gambling and there are currently no age limits to play these games. For both young adults and adolescents, there was a strong association between current loot box use and gambling risk. Consequently, although median expenditure on loot boxes is modest, there is evidence that these products are associated with harmful gambling involvement.”

The study urges for preventative measures to prevent the exposure of adolescents to loot boxes.

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