The introduction of augmented reality (AR) and virtual reality (VR) has offered a unique and enhanced gambling experience to gamers
The casino gaming equipment market size to reach USD 4.5 billion by 2024, growing at a CAGR of 5% during the forecast period. The gambling market is witnessing traction in North America. An increase in annual savings of end-users and enhanced spending sentiments have increased the gross gambling revenue (GGR) of the market in the US. The gambling market in North America is likely to witness an increase in revenue during the period 2018−2024. However, YOY growth will slow down continuously in a moderate way. A significant reason is the increased penetration of online gambling across the region. In 2018−2024, the YOY growth of gambling by value is expected to be high due to the increasing penetration of online gambling in North America.
The implementation of AR technology in online casinos offers the scope for improvement in gaming offerings. This technology can combine the best elements of live gaming and software with virtual reality add-ons and overlays to make a more engaging experience for their customers. Further, the implementation of VR offers a 360-degree surround-view and allows customers to experience games on other tables that they might want to try out. Online casino operators and betting vendors have been trying to use this application to offer a seamless gaming experience to their customers. The use of virtual reality (VR) in the gaming industry is also on the rise. The use of VR technology in casinos can lead to a more realistic and immersive experience, which could result in better player retention. The growing popularity of mobile VR headsets will allow players to enjoy the thrill of the casino experience, including operating slot machines, enjoying the feel of being inside the game rooms, interacting with other players and dealers using their avatars, all from within the comfort of their homes. Hence, the gambling industry has the highest potential of using AR and VR technology during the forecast period.
Moreover, factors such as high spending power of the baby boomers and Gen X, the increased adoption of smartphones, inclination toward new technology, and high urbanization are driving the growth of the gambling market in North America. The US is a leading market for gambling activities in the region. Baby boomers and the Gen X population majorly drive the market. Millennials can be termed as a digital generation. They are tech-savvy, and most of them are addicted to their smartphones. This segment will drive the demand for the online gambling market in the region.
NORTH AMERICA CASINO GAMING EQUIPMENT MARKET SEGMENTATION
The market research report includes a detailed segmentation of the market by
- Product type
- Class type
INSIGHTS BY DEMAND TYPE
North America is likely to incur a majority of revenue from gaming operations
In 2018, North America registered the highest revenue growth in new casino gaming equipment. Replacement and expansionary activities are likely to drive the future markets in the US and Canada. North America is expected to incur a majority of revenue from gaming operations through the expansion of the casino industry during the forecast period. North America is the largest market in the world for vendors to earn recurring revenue from lease models. Well established gambling markets in Las Vegas and emerging destinations such as New York is a significant reason for this growth.
The recurring equipment segment is expected to be major revenue contributor for equipment manufacturers worldwide. Recurring equipment are leased to casinos on a fee-based model. Higher the number of installed machines, greater would be the recurring revenue for vendors in the market. Futuristic inventions in slot machine technology and growth in the complementary digital technologies are likely to boost investors’ confidence in the market, and the market will witness an increase in investments and funding during the forecast period. New startups are likely to come with innovative solutions with advanced features while existing vendors will continue developing their product portfolio with upgrades. Further, old legacy systems are likely to be replaced in casinos worldwide, which would propel the market demand for replacement and expansion during the forecast period.
INSIGHTS BY PRODUCTS
The transformation of slot machines from manual to automatic is a major growth driver of the segment
Slot machines, gaming tables, VLTs, video poker machines, and gaming chips are the major sources of revenue for the North America market. Slot machines have evolved considerably, and the segment is witnessing increasing automation. The transformation of slot machines technology from manual to automatic vending machines is a major driver for the growth of the segment.
After slot machines, gaming tables are the most widely used in the industry. Over a period of time, market dynamics has evolved, which, in turn, has increased the demand for innovative gaming tables. Electronic gaming tables are making their imprints in the markets worldwide.
The market is witnessing significant demand for VLTs. They offer significant features such as separate slots, enhanced lottery matching, and others. The increased gambling revenue generated by VLTs showcases their demand and acceptance in the casino market. New casinos show keen interest to deploy VLTs as they act as a prime source of crowd-pulling, though regulations and forgery incidents affect the market demand.
The demand for video poker machines has witnessed a significant increment worldwide. These machines are regarded as one of the major crowd pullers. However, the rise of illegal poker machines in the US has also hampered the market growth.
Gaming chips have witnessed advancement and R&D investments. However, with growing chip advancement, the risk of piracy has also increased as a few incidents of piracy and forgery have been recorded.
INSIGHTS BY CLASS TYPE
Class II video machines are creative products to address the demand for tribal customers
Class II machines are mostly based on bingo matches. The North American market has been witnessing promising market dynamics for class II machines. Stepper machines are one of the old machines used in casinos worldwide. However, technical innovations have made these machines more appealing and empowered with virtual features along with multiplayer systems. The class II stepper market provides ample growth opportunities as vendors are considering the development of innovative and appealing products in this segment during the forecast period. Class II video machines are creative products to address the demand for tribal customers. Major players in the market have shifted their strategic focus toward emerging markets. As the growth potential of the class II video market is high, vendors are trying to penetrate the respective market.
The market for class III steppers is diversified. Major players adopt a multi-channel approach for content commercialization for different installed machines. The development of innovative products is constantly driving the market.
The development of class III video machines is the result of continuous advancement in the video machine segment. Virtual games with enhanced appealing features are loaded in video machines. This enables them to attract millennials worldwide. Class III video machines are popular in the US market. The demand for video machines such as slots, is witnessing incremental growth. As the renovation and expansion of new casinos are increasing, the demand for advanced video machines is likely to grow.
INSIGHTS BY GEOGRAPHY
The consumer spending in casino in the US witnessed an increase of 1% in 2018
In 2018, North America was led by the US, where gambling is highly popular. The growing demand for EGTs has led to vendors increasing footprints in the market. The US is the largest revenue contributor to the casino gaming equipment market worldwide. The Canadian gambling market is dominated by cultural aspects and a rich society culture. The US casino industry recorded growth in 2018, and consumer spending on gaming witnessed an increase of 1%. The growth has not been uniform as casinos in several states are witnessing an increased competition to attract gamers and gamblers.
Gambling in Canada has emerged as a legally allowed and widely accepted leisure activity. Currently, gambling activities are allowed throughout the country and are regulated through territorial and provincial governments. In 2018, Ontario accounted for the largest share of the gross gambling revenue in Canada with approximately 43% of the gambling industry in Canada. The high revenues from Ontario can be attributed to the fact that Ontario is the most populated region of Canada. Also, Ontario is the only region where the gambling industry saw growth in double digits in 2018. Quebec and British Columbia were the second and third largest regions in terms of revenue from the gambling industry.
KEY VENDOR ANALYSIS
The North America Casino Gaming Equipment Market is highly concentrated with local and international players operating in the market and capturing a major share of the market. The competition is intense. The rapidly changing technological environment could adversely affect vendors as customers expect innovations and upgrades in the gambling domain. The present scenario is forcing vendors to alter and refine their unique value proposition to achieve a strong market presence. Aristocrat, Scientific Games, IGT, Ainsworth, Konami, Incredible Technologies, Everi, and AGS are the key leading vendors in the market. The competition is intense in the US and Canadian markets. The market concentration in developed countries such as the US is high. The adoption rate of gambling among end-users in the US and Canada has been impressive. As a result of increased demand, the market has witnessed the entry of many vendors that are already present in the traditional gaming market. However, the online presence in the gambling market is set to become a major base for competition among players to gain an edge over other vendors in the market.
The Casino Gaming Equipment market research report includes in-depth coverage of the industry analysis with revenue and forecast insights for the following segments:
Market Segmentation by Demand Type
- Slot machine
- Video Slots
- Wild play Machines
- Gaming Tables
- Video Poker Machines
- Gaming Chips
By Class Type
- Class II Machines
- Class III