To form the L&G Casino Personas, Liquid and Grit partnered with Kinrate Analytics to combine our expert knowledge of products with their accomplished ability to build gaming personas. The result of this powerful union is the most relevant, actionable slots personas in the world.
To initiate the research, Kinrate Analytics reviewed earlier studies on gambling and digital slots player behavior to develop a ‘motivations to play’ scale … based on intrinsic and extrinsic motivations.
Next, both companies together crafted the most applicable questions regarding each persona’s preferences for features, slots mechanics, and games.
After the survey was created, 1,299 survey participants from the U.K. and U.S. ages 18 to 76 were recruited to respond. In line with our goal to build detailed personas of current digital slots players, only digital slots players were targeted with this survey.
The survey data results formed patterns of game choices, slots preferences, and playing habits … producing five distinct player personas.