The electronic gaming market is growing at an impressive rate across Australia. Now, more than ever, an increasing number of residents are spending their money on pokies and other land-based gaming devices. With such a rapidly expanding market, it is important that analysts discover the impacts of new developments that take place in the poker machine market. As such, the Australian Department of Justice has published a research report on the changes to the electronic gaming machine industry that are currently taking place.
The report states that one of the biggest developments that has taken place in the electronic gaming is the advancement of technology. Innovations in gaming software have made it possible for developers to make their games more attractive to Australian residents. Taking a cue from online casino games, land-based developers are now equipping their games with more generous bonus rounds and more dynamic designs. These aspects have been proven to increase the number of players interested in gambling on poker machines.
Over the years, improvements in animation, graphic design, lighting and sound have helped to create a more stimulating gambling experience for players. The increase of linked progressive jackpots has also had an effect on the number of players who take part in electronic gaming activities.
With the increase of bonus round in land-based poker machines, it seems that there has been a shift in player goals. According to the study, players are more concerned with winning free spins than their actual profits. Additionally, players also tend to make smaller wagers but on a larger number of paylines, often opting for the maximum in order to optimize their winning potential.
Marketing has become incredibly important in the poker machine market, which operators relying on less-traditional forms of advertising to pique players’ interests. One of the most popular types of ‘marketing’ for pokies operators today is the loyalty scheme. In these types of programs, players are promised cash and luxury prizes in return for points they accumulate by playing poker machines, drawing players back to the same venue repeatedly.
The study also makes some interesting observations about consumption of electronic gaming devices. According to the report, hotels have higher consumption rates than gaming clubs, averaging more than twice the activity and revenue. The size of a venue has a great deal to do with consumption, as more machines in a smaller area seems to encourage greater consumption.
The goal of the study was to address recent changes and advancements to the ever-developing poker machine market. Using data from clubs and hotels, researchers obtained a concise look at the industry, determining just how the rapid development of the poker machine market will effect players across Australia. These are incredibly important findings, especially with the implementation of pokie reform potentially months away.
To read the full report, click here.
About the Author
