eCommerce Market Convergence in Action: Social Casinos and Real Money Gambling
نویسندگان
چکیده
Online social casinos and real-money gambling industries, including gambling at online and live venues (such as casino resorts), are quickly converging (H2 Gambling Capital & Odobo, 2013). Using data collected from 339 online real money gamblers, the relationship between player demographics and gambling preferences and frequency of online social casino participation is examined. Frequency of play in social casino games varied depending on gender and education, similar to patterns in real money gambling. Players who participated more frequently in social casino games were also more likely to spend more time participating in real money online gambling. Findings provide consumer insight for online gambling and social casino companies working toward convergence of the two game types, including implications for target markets for crossover play, loyalty programs, and corporate social responsibility.
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