SGC Blog – Social Gaming – Will They Convert?

Having completed his PHD researching  Social Gambling Conversion to Real Money Games Jason Prasad, looks to give insights into Social Gambling business models and whether they can be used to convert social gambling players to real money gaming products.

Prasad looks to give insights into consumer buying behavior and what mindset and motivations drive customers to buy social gambling purchases, when their is no physical reward to the user such as money. Prasad studies, look to find links between social gambling player behavior, feelings, trends and general actions that can be connected to Real Money games.

Prasad studies are based on qualitative research metrics. Prasad research looks at the messaging in marketing and product branding  and what the customer is being communicated by the Social Gambling products in the market.

SBC Session Notes 

• Prasad mentions that in any detailed academic research on Social Gambling is in a sense hindered, since there is a limited resources available to the general public. Social Gambling literature is generally lumped with generalized Social Gambling data. No academic studies have been focused Social Gambling research alone.
• The Speaker divides his user research on conversion of social gambling to real money games into three sample groups – group1 – Players who would never be interested in real money gaming, ii) players who could be tempted to play real money games iii) players who have tried and played real money games.
• Jason’s study samples show that links between social gambling – are driven by in-cognitive triggers that are hard to gauge quantitatively. These include  social status, product association and even coolness of product. These factor have been seen before in igaming product marketing during the hay-day of online poker.