Abstract
When entering the casino gaming area, gamers are faced with hundreds of slot machines that vary in terms of themes, colours and sounds. Some gaming situations are characterized by low gamer involvement, but with considerable brand differences. Gamers visiting a casino have the option to play on various types of slot machines. Slot machine games range from single-bar to triple-bar combinations that range in themes and symbols. Some gamers prefer to play on the same slot machine game each time they visit the casino; while other gamers often do slot machine switching. The hypothesis set for this study was to determine if any differences exist between male and female slot machine gamers regarding the way they perceive theme as a slot machine attribute. The sample population identified consists of slot machine gamers busy playing at a specific slot machine in the gaming area of the casino. Cluster sampling was used in the selection of the six South African casinos. A total of six hundred and thirty structured questionnaires were obtained through personal interviews in the gaming areas of the casinos. The raw data collected were statistically analysed on the SPSS program. The main findings of the research indicated that no significant differences exist between male and female slot machine gamers regarding the way they perceive theme as a slot machine attribute. The findings of this study could assist the casino management and slot machine manufacturers in understanding how themes as slot machine attributes influence gamers. By understanding the importance of themes for slot machine gamers can assist casino management and slot machine manufacturers in the development of new slot machines.
Highlights
According to Harrigan et al (2010), slot machine Funk and Ndubisi (2006) note that ever-changing consumer research is a neglected area of exploration for video-game preferences and globalisation contribute to an increasingly designers and academics
The purpose of this study is to enable casino management and slot machine manufacturers to better understand how slot machine gamers view theme as slot machine attribute in order to develop new slot machine games that will satisfy the needs of the gamers
Casinos want to entice a new clientele by offering all kinds of bells and whistles, including high-tech graphics and sound, as well as games that are geared for player interaction
Summary
According to Harrigan et al (2010), slot machine Funk and Ndubisi (2006) note that ever-changing consumer research is a neglected area of exploration for video-game preferences and globalisation contribute to an increasingly designers and academics. Casino management and slot machine manufacturers why they work so well before they develop new games. Need to stay abreast of new technological changes in order. Game designers can find the answers by observing gamers to entice a new clientele by offering high technology games who enjoy hours of entertainment, interacting with these that will satisfy the needs of the gaming market. The research was conducted at six selected South African casinos by means. Corresponding Author: Elizma Wannenburg, Department of Marketing, Faculty of Management Siences, Logistics and Sport Management, Tshwane University of Technology, Pretoria, South Africa
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