Entertainment

What do people desire and detest?

The Plan
Problem Definition: To understand what influences peoples entertainment choices
and how that relates to slot gaming.

Research Goals:
Discuss entertainment broadly avoid inducing bias of my gambling end goal
Understand where gambling ranked so it could be compared to opposing choices
Understand the 5 Es of their choices
Understand how entertainment choices change through life progression/phases
What constraints and motivators are involved
How does the distribution channel affect choice

Who was interviewed (why)

Sally: senior woman still

socially active with husband
and kids in Chicago area

John: Sallys son, mid

30s, IT professional,
married 1 child

Sally and John were chosen to study how families may

pass entertainment preferences down to the next
generation.

Lucy: Chinese, female,

millennial, digital artist
Lucy was chosen to
get international
responses into the
study early enough to
influence follow up
research.

Sallys empathy map

Appreciates sophistication
Nostalgia of college
Involving the 5 senses
Challenging (mental & physical)

Sally
Visual sophistication
Caring preparation
Difficulty seeing, and
need bright lighting

Senior, retired
Age 70, Chicago
Husband, 3 kids
Johns mother

Spousal alignment
Time poverty
Physical aging
Memory fading

Newspaper
Spouse
Friends

Learn new cultures

Memories for scrap books
Good discussions with
social circle

Sallys card sort

done cruising, seen it all.

Nature involves her

5 senses.

Nostalgia for college

drives her to watch
football, something she
said shed otherwise only
do under duress.

Used to watch soaps

cause had the kids at
home and they were
on everyday.

Sallys walkthrough

Her kitchen table is

her smartphone. TV
listings help her plan.

Theyre taking multiple

medications, and her
husband gets
disoriented if out of his
reference point
(home). Traveling is
now harder, and home
based entertainment a
plus.

The nostalgia of growing

up with a piano keeps a
piano in the house that
she rarely plays. It
comforts me knowing it is
there.

Johns empathy map

Relaxation
Convenience
Nostalgia of childhood

John
Lots of life changes
lately, which have
influenced his
entertainment choices

Money
Time poverty
7

Gen X man
Age 37, Chicago
Wife, 1 child
Sallys son

His daughter
Tech blogs
His intuition and
preconceptions

Relaxation
Time with family

Johns card sort

TV is probably first
cause we can do it as a
family, and I remember
gathering as a family to
do it growing up

Id go to the movies all

the time if I could afford
it, I like the immersion

The common thing

across my top 5 is
relaxation
8

i-phone games
because it is
convenient when I have
time

I like cards cause we

used to play with my
parents as kids

Lucys empathy map

Social experiences
Surrogate siblings
Live drama and plays
karaoke

Lucy
Digital
Her smartphone
Artistically customized

Millennial woman
Age 21
Chinese student
In US for masters

No siblings
Time poverty
Language concerns
9

friends
Subtitled content
grandmother

Learn new cultures

Sharing her culture
Social bonding

Lucys card sort

Here, let me send you a screen

shot of my apps to show you
what I do
It is a personal ethnographic
snapshot
10

You need a K-TV card.

It is a top thing to do.
Chinese like to do group
activities, probably
because we dont have
siblings.

Themes

11

Constraints

Motivations

Nostalgia

Phases

Goals

Tools

Entertainment & life phases

Themes

International
Millennials

Gen X

Boomers

Constraints

$ (low income)
Time

$ (expenses)
Kids

Physical
Cognitive
Done it
Home-bound
Spousal alignment

Motivation

Friends
Want siblings

Free time
Kids asking

Friends doing it
Learn culture

Fight boredom
Pass time

Goals

Learn culture
Socializing
Exploring
Bonding

Family time
relaxation

Sophistication
Immerse 5 senses

health

Tools

Smart phones
Kids
Friend available Nostalgia

Newspaper
Social circles
Spouse
Nostalgia

Caretakers

12

Seniors

Constraints Framework
Time

Gardening
Bingo

Basement poker

Soap Operas
Reading

Boomer
TV

Casino
Theatre
Golf
Fine Dining

Money

13

Millennial
Partying
Play sports

Movies
Cards

Watch sports
Hiking

Gen X
Water parks

Fantasy Football
Free apps

Ability
(youth)
(tech)

Phases of Entertainment

14

Insights
1. Money, time, and ability seem to be the most immutable or unalterable
constraints around choosing forms of entertainment.
2. There are unalterable and alterable factors. The unalterable may correlate to
life stages and seem to be accepted and not dwelt upon; while the alterable
factors are the main drivers of choice within that life stage.
3. As life stages change, unalterable constraints change and influence the
entertainment options you have to choose from.
4. Nostalgia and family influence is a powerful motivation towards entertainment
behaviors and choices.
5. Cultural anomalies (Chinas 1 child policy) can motivate entertainment
anomalies to thrive, and must be considered when entering that market.

15

Implications
Why it matters:
Younger demographics may have unalterable constraints keeping them from
gambling in casinos, and no amount of product alteration or advertising will
change that. Older demographics may become unable to gamble in casinos, but
find online slots offer them what they found in the casino without having to leave
their comfort zone.
Follow up Study:
Create a secondary research study to determine: How are the constraints and
motivations of entertainment choices correlated to life phases?
How might we best create a gambling offering that anticipates these factors and
progresses with them through lifes phases?
How might our product offering need to alter to suit differing cultural norms?

16

Secondary Research
Entertainment Trends
NPD - EntertainmentTrends2012
Entertainment-trends-2011
Top-ten-entertainment-trends-for-the-21st-century
Social Class Determinants of Leisure Activity
Ian Bogost Cow Clicker
Life Phases
Economies of Scale in the Household: Puzzles and Patterns from the American Past
Eriksons Psycho-Social Stages of Life
The Impact of Life Stages on Media Choices ETC
Time Budgets and Consumer Leisure-Time Behavior

17

Appendix

18

Design Goals
Problem Definition: To understand what drives entertainment choices and how that
might affect their perception of slot gaming.
Define how a gaming company should expand its product offering. old statement
Should it be new games for the existing demographic, or has that format been
saturated, with little hope of engaging non players with the same form of
entertainment? Do we need to reinvent our product format for a new demographic
to grow, or is our product misperceived? Will new legislation involving distribution
channels attract new players, or only appeal to existing players?

19

Research Goals
Research Goals:
a.

To initiate discussion around the broad topic of entertainment to reduce biased responses that may have
occurred if the early discussion focused on gambling more specifically. An early card sort will be used to
determine preferences (positive or negative) for gambling and then balance the discussion around it.

b. Understand how gambling is perceived by a broader audience including gamblers and non-gamblers.
c. Review the 5 Es (enticement, enter, engage, exit, extend) of chosen forms of entertainment across different
age groups, and within families or social circles.
d. Understand the users life progression and how it has affected their chosen forms of entertainment
i. Howd they get attracted to it, what keeps it being valued, will they continue, is there a player journey?
ii. How have their entertainment choices changed as theyve progressed though different life stages.
(Gambling is not a legal option during early stages, so how is it typically introduced?)
e. What is their frequency of engagement, how did it come about being set that way? What are the
constraints or factors determining it?
f. Understand how the distribution channel of entertainment relates to the persons general entertainment
and social preferences. Are all their choices similar, ie. They like public venues and group participation as
compared to solitary and more private venues, channels, or interactions.

20

Methods (why)
Methods used:
Card sort reduced bias potential of directly targeting questions on gambling
Home walkthrough to reaffirm the card sort responses and pull more details
Impromptu interview to quickly get high level reactions to gambling
entertainment

21

Card set 1

Card set 2

Card set 3

Card set 4

Last card of 13

Themes
Themes, description, evidence, implication:
What themes came out of research
Tools influence entertainment choices, and tool choices change with age and
its constraints
Constraints influence entertainment choices, and they predictably change
with life phase changes
How did they prompt this framework
What evidence backs up these assertions? Pics, statements, etc.

27

Debrief
Outline

28