New Research by IGT and SWG Sheds Light on Italian Attitudes Towards Fun and Gambling
Published: July 11, 2024 | Author: Ron Clarke
The fifth annual “Osservatorio Sul Gioco” research conducted by gaming software providers IGT and SWG offers a comprehensive look into how Italians perceive fun and the role of gambling in their lives. This extensive study involved 3,000 Italian citizens aged between 18 and 70, using computer-assisted web interviews (CAWI) to gather quantitative data. Here are the key findings of the research, further analyzed by our team here at Casin.com.
Italians’ Perception of Fun
The findings reveal that Italians view fun as a critical component of life, attributing to it both a means of escaping daily routines and four significant functions: being stimulated and challenged, engaging in familiar activities, experiencing strong emotions, and socializing. Interestingly, over 90% of Italians consider knowing how to have fun important, yet only 75% believe they succeed in having fun as much as they would like.
The Relationship Between Fun and Money
The relationship between fun and money appears complex, with about half of the population believing that spending money is essential to have fun. An average hour of enjoyment is valued at over 60 euros, though this amount varies based on numerous factors. Popular activities deemed indispensable for fun include traveling, socializing with friends, watching movies and TV series, reading, and listening to music. Notably, 5% of Italians rank gambling among their top three most enjoyable activities.
Gambling as a Source of Fun
Gambling, in general, is seen by many as synonymous with fun, with one in four Italians viewing it this way. Adults who gamble are primarily seen as individuals seeking enjoyment, though gambling involving money often carries a negative connotation. However, there is a growing recognition of non-negative attributes associated with gamblers compared to the past.
The study also highlights a trend towards increased caution in risk-related behaviors, including investment decisions. The practice of gambling remains stable, with a noticeable shift towards combining physical and digital gaming. However, concerns about the risks of illegal activities in the digital world are growing, alongside the importance of tracking payment flows and digital identities. There is significant pessimism about the ability to control online activities effectively.
Looking ahead, Italians foresee a future with more gambling games and higher per capita spending on gambling. Opinions are divided on the use of virtual identities to control spending and the potential for all gambling to move online. There is also strong skepticism about combating pathological gambling, with the primary responsibility seen as lying with the players, though the state’s role is also critically viewed.
Characteristics and Preferences of Gamblers
The study delves deeper into the characteristics and entertainment styles of gamblers compared to non-gamblers. It identifies five segments: non-gamblers, those who only play scratch cards and Superenalotto, those who only bet, those who play multiple gambling games, and those who rank gambling among their top three most enjoyable activities. About half of the adult population gambles occasionally, with 60% of gamblers playing multiple games and one-third playing only scratch cards and Superenalotto.
Demographics of Gambling in Italy
Interestingly, over 10% of Italians list gambling among their top leisure activities, and nearly half rank it among their top three favorites. Gamblers are more prevalent among those over 35, with younger people slightly more inclined towards betting. The passion for gambling spans all ages and is more common in the central-southern regions than in the north, and among men more than women, particularly in betting.
Gambling is less common among higher-income and employed individuals. Despite structural differences, gambling enthusiasts have a distinct approach to fun, viewing it primarily as satisfaction from winning, seeking strong emotions, and valuing digital games and TV watching highly. Those who only bet seek novelty and value sports highly, while those who play multiple games focus intensely on having fun and find it challenging without spending money. In contrast, those who only play scratch cards and Superenalotto resemble non-gamblers, viewing gambling as a chance for financial stability through a big win.
This research provides valuable insights into the Italian perspective on fun and gambling, highlighting the complex interplay between enjoyment, money, and risk, and offering a detailed understanding of the diverse attitudes and behaviors within the population.
