1. Sex Differences of Regular Electronic Gambling Machine Gamblers and the Development of Responsible Gambling Marketing Strategies Abstract Samples of 438 male and 269 female Video Lottery Terminal gamblers were compared on twelve categories, each category containing two to seventeen factors derived from survey data. Thirty two factors were found to be significantly different in eleven of these categories. The profile, motivators and strategies of the two sexes are substantially different indicating that gambling providers must design separate responsible gambling marketing strategies for each. METHODOLOGY A random sample of 11,691 households in Nova Scotia, Canada was initially contacted by telephone for participation in a household screening survey. A total of 9,339 households and 18,650 adults were successfully screened. 76.7% of the regular gamblers identified (n=711) completed the VL Players’ telephone survey. The overall response rate for the survey was 61.3%. This sample of regular Video Lottery gamblers consists of 438 males (61.6%) and 269 females (38.4%). Tony Schellinck F.C. Manning Chair in Economics and Business, Dalhousie University, Halifax, Nova Scotia, Canada Tracy Schrans President, Focal Research Consultants Limited Halifax, Nova Scotia, Canada Results Gambling Progression No difference in average age of regular male and female gamblers Men start to gamble earlier Men have gambled on a regular bases longer Life Activities Men are more often Employed outside the home Works in a salaried position in the home An active socializer with friends A game player and general gambler Travels for business Women more often visit family Gambling Motivation Women Play more often for fun and entertainment Have a stronger desire to play more frequently than they do at present Men Gamble because they feel they can win at gambling More Frequently have unplanned gambling sessions Superstitious Beliefs/Behaviours Men Believe their play strategies work Women Believe the play of the machine influences their chances of winning Behaviours Surrounding VL Play Men Gamble at more locations, gamble more often and more often go to specific locations to gamble Are more often late evening gamblers Women Is a social gambler in that they often play with others Plays one machine only/VLT only player Likes to play in secluded/out of the way locations Results Continued VL Play Characteristics Men tend to bet Higher Stakes, play at higher levels General Gambling Segments Women tend to more often plays instant scratch and win tickets Men more often participate in sports oriented gambling Coping Strategies Men Tend to spend their winnings on alcohol Women Tend to pocket their winnings They develop and set control measures before arrival at the gambling venue Women set time limits and stop when the set time is up Situational/Environmental Factors Men Arrive at the gambling venue with the intention to drink and gamble Gambles when traveling Gambles on machines near work Women Tend to have other family members who are also regular VL gamblers Physical and Emotional Responses Men more often exhibit visible behaviors such as kicking and swearing at the gambling machine Women are more likely to say they feel excited while gambling on the machines IMPLICATIONS Males and females play for different reasons, play under different circumstances, behave and feel differently when they play, have different coping strategies for controlling expenditure levels, and utilize different strategies for beating the machines. These differences will require public policy makers, the developers of socially responsible gambling marketing strategies, and responsible gambling programs to base their design on the sex of the gambler. Women Examining women specifically, their life style involves less out of the home activities and less opportunity to gamble in their daily life. The desire to play more often appears to be a result of this different life style. This represents an opportunity for marketers but women’s play may be in the form of harmful binge gambling, something that a responsible marketing strategy should consider. Their motivation to play is based on anticipation of a fun and exciting time and less on winning; they are more likely to feel happy and excited while they gamble. Their consumption behaviour differs substantially as well. To win they more often rely on their play (control) of the machine. This means that game/machine design may have more impact on the play of women and consideration needs to be given to the potential for machines to promote problematic levels of play due to the apparent control features. Women on the one hand tend to more often play in the company of others and on the other, they like to play in secluded or out of the way locations. The role of these friends, either as aids to controlling problematic levels of gambling, or as negative influences on gambling levels, needs to be explored further and their role incorporated into the responsible gambling programs. There may also be an issue with security as women prefer to play in the company of friends and family or in more secluded areas where they are less likely to be approached by males and less likely to be targeted for theft if they win big. Men Directly related to the design of responsible gambling programs, women have very different coping strategies for controlling their gambling levels characterized by planning and setting limits. Responsible gambling strategies that promote keeping a diary to monitor expenditure and the budgeting of money and time, are much more likely to be successful with women. Men are more likely to gamble when exposed to the opportunity (which their lifestyle permits) and are less likely to either plan ahead or develop a budget. For men a program that encourages avoidance may be more effective and necessary.