Migration from social gambling to gambling: The motivations and characteristics for gamblers
Abstract
It is becoming more common for the gambling and gaming industry to merge. This has led to questions about whether social casino game play can influence gambling. The online survey of 521 adults that played social casino in the last 12 months was used to investigate the relationship between social gaming and gambling. Social casino game users made 71.2% of the total report that their games had no influence on how much they gambled. 9.6% said their overall gambling had increased, and 19.4% claimed that they had gambled to make money from these games. Gambling was more common in males, younger gamblers, and people who have experienced more severe gambling problems. Playing social casino games led to gambling for real money being the most common reason. Simulated gambling, which is a form of gambling that involves real money, has been reported to increase gambling in social casino games. This could be especially true for people who have gambling problems or are already at risk.
. Introduction
Social network gaming refers to the play of games that can be connected to social networking sites (SNS), or via mobile applications (apps), and is very popular online. SNG are generally free to play, do not offer monetary prizes, but you can make ingame purchases to customize the game and give gifts to your friends. You also have access to other exclusive features and benefits, which is why these games are called 'freemium. SNG are usually connected to a SNS, and allow users to interact with each other. However, most SNG can still be played without social interaction. SNG has grown in popularity quickly. According to Transparency Market Research (2015), the global SNG market will grow annually at 16% between 2013 and 2019, to reach a total value of US$17.4Billion. In November 2012, a survey of Australian Facebook users revealed that over 3.5 Million social gamers use SNG daily. (Spiral Media 2013, 2013). It is likely that SNG usage has increased significantly since then.
The most lucrative and well-known SNG genres are those that simulate gambling (or betting), or casino games. These games are known as social casino (Gainsbury Hing, Delfabbro and King, 2014). These games are similar to gambling activities in that they mimic basic structures (e.g., betting mechanics, chance-determined outcome), but they can be played for free and prizes given are virtual currency. This currency has no other value than the game. Although they may look like gambling activities, they do not fall under the legal classification or regulation of this type (Owens 2010).
1.1. Convergence of the gambling and gaming markets
SNG users are only 2.3% of those who have become paying customers. Swave (2015) suggests that this is a small proportion. Despite the relatively small number of paid users, the global social casino market generated US$2.8 million in revenue in 2014, which was 37% more than 2013. In 2015, revenue was expected at US$3.4billion (Eilers Research and Superdata, 2015). It is not surprising that the social casino market is highly profitable. This has attracted attention from international gambling operators, who, through partnerships and mergers, have become the most dominant players in the market. Caesars Interactive Entertainment owns Playtika. This subsidiary of Caesars Entertainment Corporation is the largest global gambling company. DoubleDown Casino, which is owned by IGT gaming machine manufacturer, accounts for 11%. The Illusive Goal of Zero Risk Poker
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