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Gaming with Millennials
Syndicated Study 2015 Canada
Insights on Technology Use,
Social Media, and Everything
Lottery & Gambling
Now entering its sixth year of publication, the Gaming with
Millennials Syndicated study will examine a variety of topics
related to all forms of gaming behaviours and preferences,
technology usage and social networking. Marketers can
expect to get answers to the following questions:
One of the biggest challenges facing gaming entities today is
how to grow market share – something that is especially
difficult in light of the ever-changing gaming and
entertainment landscape. The lottery and gaming sector is
also changing dramatically, with the implementation of online
distribution across a number of Canadian lottery jurisdictions,
and a consideration to develop this channel among those who
don’t currently offer online sales. The gradual convergence of
gambling, social gaming, and lottery, and the impact of this
convergence on entertainment spending, is resulting in a
murkier competitive landscape for gaming entities.
• What types of gaming products are most appealing?
• What are the barriers to participation in various gaming
categories?
• What are the general play behaviours and preferences
for lottery? Casinos? Internet gaming? Social gaming?
• What is internet gaming penetration in our current
environment and where do future opportunities lie for
gaming organizations?
• What differences exist within the group of 18-34
year olds?
As marketers grapple with these issues, it becomes clear that
an approach to increasing market share is to focus on
consumer groups that have the potential to grow and become
loyal customers down the road, and who are already
accustomed to the digital universe. For most, this means a
focus on consumers in the 18-34 year old demographic.
Topic Areas
Specific topic areas for the study include:
• Lottery play, including traditional and online channels
• Key lottery trends, such as increased interest in higherpriced scratch games and declines in national draw game
jackpots (New in 2015!)
Gaining an understanding of this group as an existing and
potential consumer takes on even greater importance given
the decision by the U.S. Department of Justice to reverse the
federal government’s long-held opposition to Internet
gambling. This decision has implications for all North American
gaming entities, but one thing is certain: Internet gaming
continues to build momentum and it is likely that this age
cohort will be one of the first to jump on board. It has never
been more important to understand both what the existing
competition is as well as the potential for legalized and
regulated i-gaming among this group.
• Casinos, including social gambling, and an exploration
of licensed brands (New in 2015!)
• Internet gaming participation, spending and top websites
• Technology usage and trends, including applications for
gaming, digital currency, and social gaming
• Social media usage
The 2015 version of the study will have a strong focus on all
aspects of gaming and technology and will explore how
intertwined these two categories have become.
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Methodology
Cost
Web-based Internet Study: A 25 minute survey will be
conducted using Ipsos’ proprietary online panel in Canada
Deliverable
Cost
Canada Report & Data Tables $6,500 CAD
n=1,000 surveys completed in Canada
(A sample size of n=1,000 provides a margin of error
of +/- 3.1%)
Booster Sample
Please contact Ipsos for pricing
Additional Crosstabs
Please contact Ipsos for pricing
Clients have the option to purchase booster samples if they
subscribe prior to fielding. Booster samples can be collected
on any desired criteria and will be priced on an ad-hoc basis,
provided they are feasible to obtain.
Contact Us
Timing
To learn more about this study, please contact:
Please note that this timeline is tentative and subject to
change, primarily pending client response.
Paul Lauzon
Senior Vice President, Lottery & Gaming
Managing Director, Ipsos Marketing
[email protected]
Client Commitment
May 2015
Questionnaire Design
May/June 2015
Data Collection
June 2015
Data Analysis
June/July 2015
Report Writing
July 2015
Report Available
July 2015
Ipsos in North America has a solid team solely dedicated to
research in the Lottery and Gaming sector.
Visit our website to view upcoming events, read articles, press
releases and more at:
www.ipsos-na.com/research/marketing/lottery-gaming
Deliverables
We will provide the following deliverables:
• Detailed tables with essential crosstabs; and
• A detailed presentation report in PowerPoint format
For booster samples purchased:
• Additional PowerPoint report and crosstabs with booster
sample
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