Washington s Lottery: Daily Race Game Evaluation Study TOPLINE RESULTS. November 2009

Transcription

1 Washington s Lottery: Daily Race Game Evaluation Study TOPLINE RESULTS November 2009

2 Study Objectives & Methodology

3 Background & Objectives Washington s Lottery is in the process of evaluating two daily race game concepts one that features a game simulation on Washington s Lottery website, and another that displays the results of the race only. To assist with the decision, Ipsos Reid was asked to implement a survey to assess preference and potential likelihood of purchase for the two concepts. The objectives of the study were to measure the overall interest and appeal for a new lottery product which centers around a racing theme (horses were used in the concept). Specifically, the study was designed to: Collect measures related to appeal, like/dislike, purchase interest, relevance, visual elements of the game simulation (the race itself, characters, etc.); and Gather potential spending levels for this new game when Mega Millions jackpot is low, medium, and high. 3

4 Survey Methodology Ipsos Reid implemented an online survey in the state of Washington. Respondents were recruited from Ipsos consumer Internet panels in the state and via Washington s Lottery website. A total of 953 Lottery Players and 251 Non-Lottery Players were surveyed from our panel sources, with an additional 276 surveys from Website Visitors (also Lottery Players). Note: the analysis of survey results has been done such that the Website Visitor sample is kept separate from the panel sample. This is because Website visitors are often more actively engaged and more positive towards the Lottery than the typical player in the general population. Efforts have been made to determine whether the game concept is viewed more positively by those visiting the Website. Surveys were completed between October 2 19, To qualify for the study, Player respondents must have been adults who have played a Washington Lottery game within the past year. For Players as well as Non-Players and Website Visitors, questions were also used to identify and eliminate anyone who may have moral objections to gaming and/or the Lottery. Weights were applied to the data to correct for any demographic inconsistencies between the sample data and the overall player and non-player population data from the tracking study. The final data set is therefore representative of the true demographic characteristics of both Lottery players and non-lottery players in Washington. 4

5 The Daily Race Game Concept: As Presented In The Survey The BLUE Game would be a new lottery game, available in addition to all of the other lottery games in Washington. The BLUE Game is played by choosing the finishing order of contestants in a race. There would be 6 contestants in the race. Players pick the order they think the contestants will finish in. Example: would have contestant #2 finishing in first place, contestant #4 finishing in second place, etc. Quick picks would also be available, meaning you could let the computer randomly pick the order of the contestants for you. Each entry costs $1 to play. Daily Race Game Overall Concept Draws for this game would be held once per day, with results viewable on the Washington Lottery website. There are 2 prizes available in this game. The grand prize goes to players who correctly pick the order of the 6 contestants. A secondary prize goes to players who correctly pick the winner of the race only (the order of the other 5 contestants does not matter). Win Match Play Odds Grand Prize Correct order of finish: all six contestants $250 1:720 Secondary Prize Correct firstplace $2 1:6 Contestant but not all six None of the prizes will be split if there are multiple winners: the Lottery will pay the full amount to everyone who has a winning ticket, including multiple grand prizes. 5

6 The Daily Race Game Concepts - Simulation and Still Screen Shot: As Presented In The Survey Daily Race Game Game Simulation Concept The BLUE Game will feature a race simulation that will be available for viewing on the Washington Lottery website. Players choose the order of contestants when they buy their tickets in the store. When they visit the Web site, they see the race and the final result. The next screen will show an example of what the BLUE Game race simulation might look like. Daily Race Game Still Screen Shot Concept The BLUE Game will display the end results of the race, as shown below. 1st place: 6 2nd place: 5 3rd place: 3 4th place: 2 5th place: 4 6th place: 1 6

7 Survey Results

8 Likeability of Washington s Lottery Games Comparison with Race Game Concept Among Players and Website Visitors % Like Each Game (5,6,7 on a 7-point scale) Scratch Mega Millions Lotto 71% 69% 60% 71% 60% 70% Raffle Hit 5 Match 4 Daily Keno Daily Game Daily Race Game - Simulation Daily Race Game - Still Screen Shot 43% 68% 42% 66% 33% 53% 37% 31% 34% 29% 37% 23% 32% 30% 16% 27% Players (n=953) Website Visitors (n=276) Non-Players (n=253) QC1, F1. Overall, how would you rate the following games using a scale where 1 means you 'really dislike this game and 7 means you 'really like this game'? You can use any number in between. Base: Past year players, Website Visitors, and Non-Players 8

9 Likeability of Race Game Concept: Among Past Year Players of Other Washington s Lottery Games % Like Each Game (5,6,7 on a 7-point scale) Players (Total) (n=953) 37% 30% Lotto Players (n=597) 37% 28% Mega Millions Players (n=631) 34% 30% Scratch Players (n=653) 41% 32% Daily Race Game - Simulation Daily Race Game - Still Screen Shot Hit 5 Players (n=204) 36% 31% Match 4 Players (n=149) 36% 35% QF1. Overall, how would you rate the following games using a scale where 1 means you 'really dislike this game and 7 means you 'really like this game'? You can use any number in between. Note: Only games with n>100 are shown Base: All respondents 9

10 Ease of Understanding Each Lottery Game Comparison With Race Game Concept Among Players and Website Visitors % Easy to Understand (5,6,7 on a 7-point scale) Lotto Hit 5 Mega Millions Match 4 Raffle Scratch Daily Race Game - Simulation Daily Race Game - Still Screen Shot Daily Game Daily Keno 89% 97% 87% 95% 87% 97% 84% 94% 77% 94% 88% 84% 86% 86% 86% 76% 85% 78% 82% 69% 80% 69% Players (n=953) Website Visitors (n=276) Non-Players (n=253) QC2, F4. Overall, how would you rate the following games using a scale where 1 means 'very difficult to understand and 7 means 'very easy to understand'? You can use any number in between. Base: Past year players 10

11 Stated Purchase Intent For Daily Race Game Concepts Among Players Definitely would purchase Probably would purchase 7% 7% 25% 23% Definitely/Probably Would Purchase Simulation = 32% Still Screen Shot = 30% Might or might not purchase 27% 27% Probably would not purchase Definitely would not purchase 19% 15% 23% 29% Daily Race Game - Simulation (n=488) Daily Race Game - Still Screen Shot (n=464) QF2. Which statement best describes how you feel about buying the BLUE Game if it was available? Base: All respondents 11

12 Stated Purchase Intent For Daily Race Game Concepts Among Website Visitors Definitely would purchase Probably would purchase 5% 7% 21% 14% Definitely/Probably Would Purchase Simulation = 26% Still Screen Shot = 21% Might or might not purchase 19% 20% Probably would not purchase Definitely would not purchase 25% 30% Daily Race Game - Simulation (n=134) Daily Race Game - Still Screen Shot (n=142) 30% 30% QF2. Which statement best describes how you feel about buying the BLUE Game if it was available? Base: All respondents 12

13 Stated Purchase Intent For Daily Race Game Concepts Among Non-Players Definitely would purchase Probably would purchase 2% 1% 12% 8% Definitely/Probably Would Purchase Simulation = 14% Still Screen Shot = 9% Might or might not purchase 21% 21% Probably would not purchase Definitely would not purchase 32% 30% Daily Race Game - Simulation (n=132) Daily Race Game - Still Screen Shot (n=120) 33% 41% QF2. Which statement best describes how you feel about buying the BLUE Game if it was available? Base: All respondents 13

14 Stated Purchase Intent for Daily Race Concepts: Among Past Year Players of Other Washington s Lottery Games % Definitely/Probably Would Purchase Players (Total) (n=953) 32% 30% Lotto (n=597) 32% 29% Mega Millions (n=631) 30% 29% Scratch (n=653) 35% 35% Daily Race Game - Simulation Daily Race Game - Still Screen Shot Hit 5 (n=204) 33% 34% Match 4 (n=149) 38% 42% QF2. Which statement best describes how you feel about buying the BLUE Game if it was available? Note: Only games with n>100 are shown Base: All respondents 14

15 Stated Frequency of Purchase for Daily Race Game Concepts Among Players Daily Several times a week Once a week 2-3 times a month Once a month 0% 2% 8% 6% 12% 12% 19% 20% 20% 19% Once a Week or More Often Simulation = 20% Still Screen Shot = 21% Less than once a month Once every 3 months 11% 14% 12% 9% Daily Race Game - Simulation (n=285) Daily Race Game - Still Screen Shot (n=265) Less than every 3 months 19% 18% QF3. Which of the following best represents how often you might see yourself playing the BLUE game? Base: Intends on purchasing game 15

16 Stated Frequency of Purchase for Daily Race Game Concepts Among Website Visitors Daily Several times a week Once a week 2-3 times a month Once a month 10% 5% 21% 19% 22% 27% 18% 19% 12% 13% Once a Week or More Often Simulation = 53% Still Screen Shot = 51% Less than once a month Once every 3 months Less than every 3 months 6% 7% 9% 5% 3% 7% Daily Race Game - Simulation (n=60*) Daily Race Game - Still Screen Shot (n=59*) QF3. Which of the following best represents how often you might see yourself playing the BLUE game? Base: Intends on purchasing game 16

17 Agreement With Statements About Daily Race Game Concepts Among Players % Agree 68% Is unique and different from other 56% Washington Lottery games 57% Is just as fair 57% as any other Lottery game 47% The lower level 51% prize is not worth winning 36% Daily Race Game - Simulation (n=488) Would be a good addition to current 37% Washington Daily Race Game Lottery - Still games screen shot (n=464) Non-Players (n=253) 32% Provides good 35% value for the cost to play 30% It seems 28% too hard to win something 32% The 32% prizes are appealing to me F5. Here is a list of statements that could be made about the BLUE game. For each one, please indicate whether you agree or disagree, using a scale where 1 means disagree completely and 7 means agree completely. Base: Past year players 17

18 Agreement With Statements About Daily Race Game Concepts Among Website Visitors % Agree 63% Is unique and different from other 62% Washington Lottery games 52% Is just as fair 56% as any other Lottery game 65% The lower level 62% prize is not worth winning 24% Daily Race Game - Simulation (n=134) Would be a good addition to current 22% Washington Daily Race Game Lottery - Still games screen shot (n=142) Non-Players (n=253) 20% Provides good 21% value for the cost to play 36% It seems 33% too hard to win something 18% The 14% prizes are appealing to me F5. Here is a list of statements that could be made about the BLUE game. For each one, please indicate whether you agree or disagree, using a scale where 1 means disagree completely and 7 means agree completely. Base: Past year players 18

19 Agreement With Statements About Daily Race Game Concepts Among Non-Players % Agree 54% Is unique and different from other 48% Washington Lottery games 56% Is just as fair 59% as any other Lottery game 33% The lower level 37% prize is not worth winning 31% Daily Race Game - Simulation (n=132) Would be a good addition to current 30% Washington Daily Race Lottery Game - Still games screen shot (n=120) Non-Players (n=253) 23% Provides good 29% value for the cost to play 25% It seems 24% too hard to win something 30% The 25% prizes are appealing to me F5. Here is a list of statements that could be made about the BLUE game. For each one, please indicate whether you agree or disagree, using a scale where 1 means disagree completely and 7 means agree completely. Base: Past year players 19

20 Preferred Time of Day for Daily Race Game Drawings Among Players Mid-day (12pm Pacific time) 5% 7% Evening (8pm Pacific time) 42% 43% Doesn't matter 45% 46% Daily Race Game - Simulation (n=285) Daily Race Game - Still Screen Shot (n=265) I prefer both times equally 8% 4% F6. Which of the following times of day would you most prefer BLUE Game drawings to be held? Base: Definitely/Maybe/Might or Might not Purchase BLUE Game 20

21 Preferred Time of Day for Daily Race Game Drawings Among Website Visitors Mid-day (12pm Pacific time) 7% 8% Evening (8pm Pacific time) 51% 45% Doesn't matter 34% 43% Daily Race Game - Simulation (n=60*) Daily Race Game - Still Screen Shot (n=58*) I prefer both times equally 9% 5% F6. Which of the following times of day would you most prefer BLUE Game drawings to be held? Base: All respondents 21

22 Agreement with Statements About the Daily Race Game Simulation % Agree (5,6,7 out of 7) 46% I like the style of characters in the simulation 39% 36% 35% The race simulation is exciting to watch 31% 24% 48% Players (n=488) Non-Players (n=132) I like the look and feel of the overall race simulation 41% Website Visitors (n=134) 27% 57% The timing of the race simulation is appropriate (not too fast, not too slow) 57% 49% F7. Here is a list of statements that could be made about the BLUE game simulation. For each one, please indicate whether you agree or disagree, using a scale where 1 means disagree completely and 7 means agree completely. Base: Past year players, Website Visitors, and Non-Players 22

23 Likelihood to Watch Daily Race Game Simulation on Washington s Lottery Website Very likely Somewhat likely 13% 7% 14% 21% 14% 11% Likely Players = 32% Non-Players = 20% Website Visitors = 25% Might or might not 22% 14% 23% Somewhat unlikely Very unlikely 15% 20% 12% 30% 46% 40% Players (n=488) Non-Players (n=132) Website Visitors (n=134) F8. How likely is it that you would visit the Washington Lottery website to watch the BLUE Game race simulation? Base: All respondents 23

24 APPENDIX AND DEMOGRAPHICS

25 Lottery Game Participation Summary Among Players Past Month Average Reported Spending (Adjusted for Outliers) Lotto 37% 63% $24.40 Mega Millions 42% 66% $17.40 Scratch tickets 35% 69% $31.10 Hit 5 11% 21% $54.40 Match 4 6% 16% $53.70 Daily Keno 6% 2% Played past year Played past month $12.70 Daily Game 3% 10% $80.20 n/a Raffle 7% N/A QD2/D3 and D4. Over the past year/in the past month, which of the following Washington Lottery games have you played or spent money on? Base: Players (n=953) 25

26 Lottery Game Participation Summary Among Website Visitors Past Month Average Reported Spending (Adjusted for Outliers) Lotto 84% 92% $28.00 Mega Millions 97% 92% $27.20 Scratch tickets 63% 84% $87.10 Hit 5 59% 80% $21.70 Match 4 52% 68% $49.50 Daily Keno 8% 15% Played past year Played past month $13.50 Daily Game 10% 22% $57.30 n/araffle 38% N/A QD2/D3 and D4. Over the past year/in the past month, which of the following Washington Lottery games have you played or spent money on? Base: Players (n=953) 26

27 Frequency of Lottery Play 1 Every Draw 2 Once or twice a week 8% 13% 31% 30% Once a week or more often Players: 21% Website: 61% 1 Every Draw 2 Once or twice a week 10% 10% 18% 38% Once a week or more often Players: 20% Website: 56% 3 2 to 3 times a month 14% 18% 3 2 to 3 times a month 16% 19% 4 About once a month 17% 9% 4 About once a month 17% 9% 5 13% 45% 5 16% 47% A few times per year Players (n=597) A few times per year Website Visitors (n=254) Players (n=631) Website Visitors (n=269 QD6. For each of these Washington Lottery Games, please indicate how often you play that game. Base: Played Lotto Base: Played Mega Millions 27

28 Frequency of Lottery Play 1 Every Day 2 Once or twice a week 1% 11% 13% 31% Once a week or more often Players: 22% Website: 42% 1 Every Draw 2 Once or twice a week 11% 22% 16% 24% Once a week or more often Players: 27% Website: 46% 3 2 to 3 times a month 15% 16% 3 2 to 3 times a month 14% 16% 4 About once a month 17% 13% 4 About once a month 12% 8% 5 27% 53% 5 27% 44% A few times per year Players (n=653) A few times per year Website Visitors (n=231) Players (n=204) Website Visitors (n=220 QD6. For each of these Washington Lottery Games, please indicate how often you play that game. Base: Played Scratch Base: Played Hit 5 28

29 Frequency of Lottery Play 1 Every Day 2 Once or twice a week 3% 15% 9% 23% Once a week or more often Players: 12% Website: 42% 3 2 to 3 times a month 4 About once a month 5 A few times per year 15% 15% 12% 9% 35% 58% Players (n=149) Website Visitors (n=186) QD6. For each of these Washington Lottery Games, please indicate how often you play that game. Base: Played Match 4 29

30 Demographics Gender: Players (n=953) Non-Players (n=251) Website Visitors (n=278) Male 49% 47% 64% Female 52% 53% 36% Age: 18 to 34 37% 29% 27% 35 to 54 36% 39% 46% % 33% 27% Education: High school or less 13% 12% 16% Some college/tech. vocational 45% 39% 45% University or higher 40% 49% 37% Household Income: Under $35K 21% 25% 13% $35K to $50K 14% 15% 11% $50K to $100K 36% 35% 40% $100K or more 18% 15% 21% 30