The Influence of Theme as Slot Machine Attribute on Casino Gamers Decision-Making

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.