Talkin’ Bout My Generation

Don Feeney

Seniors

• What’s a lottery?• Irish sweepstakes• Casinos in Nevada (but not like now)• Horse racing popular, depending on where

you lived• Neighborhood bookie

Baby Boom

• Lotteries in three states (1970)• Numbers game (mostly inner city)• Casinos in Las Vegas (and maybe Atlantic City)• Horse racing somewhat available• Neighborhood bookie

7

Generation X

• 25 lotteries in 1985• Casinos expanding nationwide

– Indian Gaming Regulatory Act passed in 1988

Millennials

• Lotteries in 38 states (2000)• Casinos in 36 states• Horse racing scarce• Internet gaming• Fantasy sports• E-sports

Moral Opposition to Gambling

18%

7%

17%

13%

22%

14%

32%

20%

I am personally opposed to gambling formoral or religious reasons

All gambling in Minnesota should beoutlawed

Millennial Gen X Baby Boom Seniors

Past Year Gamblers

0% 10% 20% 30% 40% 50% 60%

Scratch Tickets

Powerball

Any lottery game

Percent of each group participating in the past year

Millennials Gen Xers Baby Boomers Seniors

Participation in Gaming Activities at CasinoMinnesota

84%

62%

48%

92%

80%

33%

Any gaming activity

Played slots

Any table gameMN 18 to 34

MN 35+

Source: Ipsos Gaming with Millennials Syndicated Study, 2014

Past Year Gamblers(Minnesota)

0% 5% 10% 15% 20% 25% 30% 35%

Dice

Bingo

Social Bets

Pulltabs

Percent of each group participating in the past year

Millennials Gen Xers Baby Boomers Seniors

Past Year Gamblers(Minnesota)

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Internet

Horse Races

Other Sports event

Fantasy Sports

Percent of each group participating in the past year

Millennials Gen Xers Baby Boomers Seniors

Past Year Fantasy Sports Participation(Minnesota)

0% 10% 20% 30% 40% 50% 60%

Daily Fantasy Sports

Fantasy Sports

2016 participation

SeniorsBaby BoomGen XMillennials

Can this cause a gambling addiction?

53%56% 54%

33%

0%

10%

20%

30%

40%

50%

60%

Millennial Gen X Baby Boom Senior

Stressful circumstances in someone’s life

Source: NCPG/IPSOS U.S. survey - 2012

Can this cause a gambling addiction?

54%

68%64%

74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Millennial Gen X Baby Boom Senior

A lack of willpower

Source: NCPG/IPSOS U.S. survey - 2012

Do the majority of people who receive treatment achieve recovery?

36%

26% 27% 27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Millennial Gen X Baby Boom Senior

Percent agreeing

Source: NCPG/IPSOS U.S. survey - 2012

Is this needed for recovery?

44%51%

67% 70%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Millennial Gen X Baby Boom Senior

Attendance at GA or similar group

Source: NCPG/IPSOS U.S. survey - 2012

Is it possible for people to fix a gambling problem without treatment?

35%41%

46%49%

0%

10%

20%

30%

40%

50%

60%

Millennial Gen X Baby Boom Senior

Percent agreeing

Source: NCPG/IPSOS U.S. survey - 2012

Can people with gambling addictions reduce gambling to safe levels without

quitting altogether?38%

25%21% 22%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Millennial Gen X Baby Boom Senior

Percent agreeing

Source: NCPG/IPSOS U.S. survey - 2012

Diversity decreases with age

34

73 7065

48

37

0

10

20

30

40

50

60

70

80

Gen Z Millennials Gen X Boomers Silent

2014 U.S. Diversity Index

There’s been an erosion of taboos

0%

10%

20%

30%

40%

50%

60%

70%

80%

18 - 34 35 - 49 50 - 64 65+

% of US adults supporting the legalization of marijuana (2012)

Source: Gallup Poll, 2012 35

… and growing distrust of institutions

50%

39% 37%32%

0%

10%

20%

30%

40%

50%

60%

Source: 2014 Pew Research Center poll of 1821 U.S. adults

% Politically Independent

29%

21%

16%

9%

0%

5%

10%

15%

20%

25%

30%

35%

% Religiously Unaffiliated

… and people

19%

31%

40%37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Millennials Gen X Boomers Silent

Percent agreeing that most people can be trusted

Source: Pew Research Center, 2012 37

Seniors

• How do we reach them?– Broadcast or cable TV– Radio– Print

• Whom do they trust?– Authority figures

Baby Boom

• How do we reach them?– Broadcast or cable/satellite TV– Radio– Internet

• Whom do they trust?– Experts– News

Gen X

• How do we reach them?– TV Sports– Radio– Streaming audio– Facebook

• Whom do they trust?– ???

Millennials

• How do we reach them?– Social media– Radio– Streaming audio– Blogs

• Whom do they trust?– Their peers– Technology

What do we know about Gen Z?

• Their world has always been non-smoking• Casinos have always been advertised on TV,

and have always been allowed to mention gambling

• They are fiercely competitive• They are more private than millennials

In their own words

“If you try to treat us like Millennials, it will backfire big time.”

- Jonah Stillman, Age 17”Generation Z takes in information instantaneously, and loses interest just as fast.”

- Hannah Payne, Age 18

What don’t we know?

• Formative experiences likely haven’t happened

• How will the gambling environment change during their formative years?

• What cultural images will they be exposed to?• Will they share millennial attitudes towards

technology?

Gen Z and Risky Behavior

82%

26%

66%

8%

0% 20% 40% 60% 80% 100%

Have had at least one drink ofalcohol

Never or rarely wear a seatbelt

20131991

Source: Centers for Disease Control and Prevention

Gambling and Generation Z

• Lotteries in 44 states• Casinos in 43 states• Internet gambling widely available, though

seldom legal• Fantasy sports, e-sports, “social” games

Gambling at all by Game9th Grade Boys

0

10

20

30

40

50

60

70

1992 1995 1998 2001 2004 2007 2010

Lottery

Cards

Skill games

Sports

Source: Stinchfield (2011)

“We tell our advertising partners that if they don’t communicate in five words and a big picture, they will not reach this generation.”

- Advertising consultant Dan Schawbel

“(Facebook) has become a huge marketing mouthpiece. … No offense, but when I’m looking through my News Feed I don’t really care about Pentene’s new product.”

-Ruby Karp, age 13

Thank you!

donfeeney@comcast.net