Simplicity and variety hold the key to a successful gaming machine offer, according to a new piece of player research.
Undertaken by independent consultancy <http://www.callowresearch.co.uk/>Ian Callow Research, the study followed the preferences and playing trends of 150 machine users in betting shops across the UK.
It found that ease of play and variety of gaming content were the two most important attributes of a machine, accounting for more than 50 per cent of positive responses.
A further 14 per cent said they wanted gaming machines to be fun, while only six per cent felt the size of the terminal’s screen was important to them.
Additional likes expressed by respondents included fast loading times, game graphics and familiarity with both particular games and machine controls.
Consultancy director Ian Callow said: "This research confirms the key wants and needs of players in relation to machine gaming and highlights where machine and games developers should focus their attention in order to deliver an effective product.
"Game dynamics, presentation standards in terms of graphics used and accessibility are all sought after elements and despite the fact that players are using machines for betting purposes a proportion of them still believe it matters to come away feeling entertained."
The study also found that many players were driven to visit betting shops because of machine presence. From the total sample, more than half (56 per cent) visited the betting shop principally to play the gaming machines and a further 21 per cent to play the machines and place a bet in equal proportions.
It also noted that despite the growing popularity of spinning reel games, roulette was still the most favoured machine game - the first choice among 77 per cent of players observed.
