Focus Groups

There is an opportunity to use augmented reality and onsite gamification at casino destinations to enhance the customer experience, create a sense of value, and attract and engage guests… The target customer identified by Play the Field is real and would respond well to a mobile experience tied to a casino destination.
Threads Research, 2018

Opportunity

People who use their mobile phones for gaming and social media don’t think of this activity as a type of entertainment, it’s just what they do! What’s more, participants told us they want to interact with businesses through their phones, providing it’s fun and there’s a clear value.

What customers said about Play the Field’s Value Proposition:

I visit the casino with my girlfriends. It would be fun to have something to do when I need to take a break from the slots.
– Christine, 36 Accountant

If you want a bit of a change without leaving it gives you something to do.
– Suzie, 38, Physiotherapist

I play in poker tournaments and there are breaks, it’d be a fun game to play during breaks… gives you a break–maybe the cards are cold… a fun little time killer and escape
– Jeff, 34, Plumber

Methodology:

Focus group participants were recruited based on their casino visitation and use of mobile games.
Field testing was in 2018 at McPhillips Station Casino in Winnipeg, Manitoba.
Survey completed by Ipsos Marketing in July 2018. Online questionnaire to people who had visited a casino L12M to explore their mobile gaming behaviour and loyalty program engagement.