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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
