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Submitted: 19 April 2011 1 st Revision: 06 August 2011 2 nd Revision: 24 October 2011 3 rd Revision: 08 January 2012 Accepted: 03 February 2012 Segmenting Slot Machine Players: A Factor-Cluster Analysis By Sandy C. Chen, Ph.D. Assistant Professor Hospitality Management Option College of Business Oregon State University – Cascades Campus 2600 NW College Way Bend, Oregon 97701 Email: sandy.chen@osucascades.edu Tel: 541-322-3164 Stowe Shoemaker, Ph.D. Professor William F. Harrah College of Hotel Administration University of Nevada, Las Vegas 4505 S Maryland Parkway Las Vegas NV 89154 Email: stowe.shoemaker@unlv.edu 702-895-4459 Dina Marie V. Zemke, Ph.D. Assistant Professor William F. Harrah College of Hotel Administration University of Nevada, Las Vegas 4505 S. Maryland Parkway Las Vegas, NV 89154-6013 Email: dina.zemke@unlv.edu 702-895-3643 1
Structured Abstract: Purpose: Slot machines and other machine gaming generate between 65% and 90% of a U.S. casino’s revenue. This article examines the motivations, behaviors, and preferences of slot machine customers, and develops market segments. Design/methodology/approach: The study’s objectives include (a) understanding the demographic, gambling motivation, and gambling behavioral characteristics of slot machine players; (b) identifying important reasons for choosing one slot machine game over another; (c) examining player attitudes and behaviors pertaining to progressive machines; and (d) investigating player desire for theme-based games. This was accomplished through an online survey of slot machine players. Findings: Profiles of slot machine players are developed and the slot players are segmented into four clusters that explain motivations and game preferences. Practical Implications: This article fills in some of the gaps in understanding the gambling behavior of slot players. This study can help gaming machine manufacturers design new products and features to serve existing machine gaming customers and to attract new customers. <strong>Casino</strong> and other gaming operators can use this information not only to select the right types of machines to provide on-site, but also to develop advertising and promotions to attract and retain new and existing customers for slot machines and other types of gaming machines. Originality/Value: This is the first published study that segments slot machine players from a marketing perspective and identifies their preferences, behaviors, and demographic groupings. Keywords: slot machine player, gaming, casinos, gambling, motivation, and gambling behavior Article Classification: Research Article 2
Page 1 and 2: See discussions, stats, and author
Page 3: Segmenting Slot Machine Players: A
Page 7 and 8: Although the casino gambler market
Page 9 and 10: Another stream of research has focu
Page 11 and 12: interact with the dealer as well as
Page 13 and 14: these two types of casino players i
Page 15 and 16: presented to managers of a large ga
Page 17 and 18: Participants also play other table
Page 19 and 20: Themed games. The analysis provides
Page 21 and 22: needs for a rational experience lea
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Page 25 and 26: highest percentage of home ownershi
Page 27 and 28: seekers, excitement gambling seeker
Page 29 and 30: Fourth, this study seems to be one
Page 31 and 32: Clarke, D. (2005), “Motivational
Page 33 and 34: Stewart, D. (2010), “Demystifying
Page 35 and 36: TABLE 2: FREQUENCY OF GAMBLING, DEM
Page 37 and 38: TABLE 4: CLUSTERS BASED ON REASONS
Page 39: TABLE 6: PROFILES - GAMING BEHAVIOR

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