Challenge

A gambling and sports betting company in Morocco observed a stagnation in market growth and limited penetration of its games among the population. To address this challenge, the company conducted a study to track and measure the awareness of their games, identify player practices, understand the reasons for game abandonment, explore the potential conditions for player return, and analyze barriers and obstacles faced by non-players.

Solution

To gain a better understanding of the Moroccan market, the company enlisted the services of W-adviser to conduct a regular quarterly tracker survey among the Moroccan population. The goal was to optimize their activities and cater to the needs of their customers effectively.

Process

W-adviser developed a rigorous methodology to ensure the sample's representativeness and the reliability of the results. The main steps of the survey included:

a. Sample selection: A representative sample of the Moroccan population was randomly selected, taking into account demographic criteria such as age, gender, region, and education level.

b. Data collection: Structured questionnaires were designed to address the study's objectives. Trained surveyors administered the questionnaires face-to-face collecting responses from the participants.

c. Data analysis: The collected data was statistically processed using specialized software to extract relevant insights and significant trends.

Key Findings and Information

• Awareness of gambling and sports betting: The tracker aimed to measure the awareness of gambling and sports betting games in Morocco. Participants were asked about their familiarity with various types of games available in the market, such as slot machines, lotteries, sports betting, etc. The responses helped evaluate the recognition and popularity of each game.

• Player practices: This part of the study focused on understanding participants' gambling habits. Questions covered topics such as frequency of game participation, average amount wagered, preferred gaming channels (online or in-person), motivations for participating in games, and favorite game types. This information would assist the company in better targeting their offerings and adapting their marketing strategies.

• Reasons for game abandonment and conditions for return: Understanding why some players abandoned gambling and sports betting games was crucial. Participants were asked about their reasons for abandonment, such as loss of interest, financial problems, compulsive gambling issues, etc. Additionally, the tracker sought to identify potential conditions that could encourage abandoned players to resume playing, such as attractive promotional offers, guarantees of security and transparency, etc.

• Barriers and obstacles among non-players: This section of the survey focused on non-players. The objective was to understand why certain individuals chose not to participate in gambling and sports betting games. Questions addressed themes such as negative perceptions associated with games, ethical or religious concerns, perceived risks, etc. This information would help the company better target potential market segments and design appropriate awareness campaigns.

Results

Once the data collected and analyzed, W-Adviser produced after each wave a detailed report containing the survey results for the quarter. The report highlights key findings, market trends, player and non-player profiles, along with specific recommendations for the gambling and sports betting company, relevant for the time being. These recommendations could include targeted marketing strategies, improvements in the customer experience, measures to prevent compulsive gambling, etc.

By adopting this tracker, the gambling and sports betting company was able to make informed decisions to meet the needs and expectations of their Moroccan clientele while promoting a responsible and safe gaming environment.