There has been a fundamental shift in the last 10 years in Canadian attitudes and values concerning gaming. Canadians have embraced gaming enthusiastically and governments, both provincial and municipal, have become accustomed to the economic benefits that accompany legalized gaming.
The continued success of the Canadian gaming industry depends on a supportive public. To help the industry meet the needs and expectations of the public, PMG Intelligence has developed the National Gaming Monitor.
The National Gaming Monitor is a national survey of Canadians and benchmarks Canadians values, attitudes and support for gaming in their communities, their provinces and the country. It measures attitudes and beliefs towards economic benefits, ownership, operator integrity, problem gaming, government regulation and expansion of facilities. Operators, regulators, government ministries and individual communities can now measure understanding, support and issues within their own geographic parameters vis-a-vis the national index.
This exhaustive research study provides a behavioural assessment of people who participate in gaming related activities across Canada, as well as, a perspective from the non-gaming market segment.
The informational objectives used to create the Gaming Monitor include:
- Determine level of public support for gaming nationally and provincially
- Identify perceptual differences between slots, table games and lotteries as gaming products
- Measure awareness of ownership in each jurisdiction
- Measure understanding of the role of regulator versus operator
- Measure perceived integrity of the ?owner? operator
- Measure receptivity to expansion and the awareness of benefits
- Measure of public understanding of where gaming revenue goes
- Measure understanding of problem gaming
- Examine the perceptions of who should be responsible for problem gaming
- Awareness of responses to problem gaming and their suitability
- Examine the public's view on what should be done (and by whom)
- Measure desirability for expansion of gaming facilities