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The popularity of the low stake high volume gaming experience with female ‘grey panthers’, the demographic group defined as active women of pensionable age, has been put into sharp focus by a programme of customer research commissioned by UK gaming operator Praesepe plc on behalf of its Cashino brand of Adult Gaming Centres (AGCs).
The research showed that 25 per cent of Cashino’s female players are aged over 60 years, a figure that rises to 33 per cent at the brand’s Scottish venues. In total 72 per cent of Cashino’s female players are aged over 40 years with the most populated age segment being 40-60 year-olds.
According to the research, the popularity of AGCs with active females of retirement age necessitates special care and attention to machine ergonomics with manufacturers encouraged to consider the provision of hearing loops, the height of the sitting position, the screen size and resolution, the size of buttons as well as the legibility of instructions, features and promotional materials.
If spending leisure time at an Adult Gaming Centre is largely an activity for middle aged women, it is a much younger pastime for men and one which does not engage to the same degree with older males. Over half of male customers (53 per cent) are aged under 40 years compared to the UK figure for adult males under 40 years of 39 per cent.
The number of older male customers aged 60-plus attending Cashino AGCs is exactly half the level found in the UK population at large (13.5 per cent compared to 27 per cent).
The research reveals that the classic male Cashino customer is in his late 20’s and is motivated by hidden features, mystery wins, free spins and is more likely to be interested in playing licensed gaming products.
In terms of product type, the research showed a relatively low uptake of Category C £70 jackpot machines, with 58 per cent of females and 67 per cent of male customers playing the game style. The data reinforces the need for more Category C games that engage with older women and serves as further evidence of the need to achieve price of play differentiation between Category C (£70 jackpot) and B3 (£500 jackpot) games.
