Games People Play: A Comparative Study Of Promotional Game Participants And Gamblers

Abstract

This study examines the use of promotional games and contests as a form of hedonic consumption related to other gaming behavior. Discriminant analysis using a combination of demographics and gambling behavior identified age, lottery playing, and education as important predictors of promotional game playing. Compared to non-players, users of promotional games were younger, better educated, more likely to be part of families with children, and more likely to participate in legal gambling activities.