Focus Group Analysis

Realized by:
Md Murshedul Islam 433668
Ramisan Selvanayagam 438071
Kbra evik 424539
Omoregbe Emmanuel Osagie 442051
Amanda Smiley 445151

Group 3 Bart van Dieen 438627

Dmytro Romasenko 438904

SAXION, SCHOOL OF MARKETING AND INTERNATIONAL

MANAGEMENT
International Business and Management Studies
Supervisors:
Evelyn Tempel & Roel Rietberg

Time period: January 2017- May 2017, Version 1

Table of content

1
Introduction 3
Methodology 3
Summary of Data 5
Conclusions 5
Answer to the research questions 7
Is Holland Casino complying with the wishes and needs of the
millennials? 7
Recommendations 7
Bibliography 9
Appendices 10

2
Introduction
As the end approaches, were slowly nearing towards the final milestones and
final conclusions. For this assignment a selected amount of students were sent to
Holland Casino Enschede to interview the millennials in person. In total the
students were able to interview 19 millennials and we've drawn conclusions and
recommendations according to their answers.
First of all, youll find the methodology giving you a clearer view on our research.
Then, youll find the interview data in the appendix, and a summary of the given
answers. The data is categorized based on similar criteria.
Finally, youll find our conclusions and main conclusion based on the interviews
and finally well give our recommendations.

Methodology
This methodology chapter will be describing the focus group interviews involving
the millennials living in and around the area of Twente, Holland. These interviews
took place in Holland Casino Enschede on the 10th of May, 2017 at 7:30p.m. and
were conducted by select members from each group, in their first year of the
International Business and Management Studies, attending Deventers location
of Saxion University of Applied Sciences. During this time two types of
approaches were taken, individual interviews and focus group interview. Taking
both of these approaches raised our percentage of validity. Our target group for
this interviews were millennials. Millennials are defined as a group of people
currently in the ages between 25 and 35 and are currently living with a partner
or alone (Investopia, 2017). The millennial age group has become the largest
generation and has accumulated the largest share of the American workforce.
They believe that technology makes life easier and actually brings people
together rather than driving them away.
During the individual interviews we had a total of 14 millennials participate and
we had arranged 5 millennials for the focus group interview, the majority was
males, ages between 20 and 31, and either living with partners or alone.
Conducting the focus group interview with the purpose to get a more personal
and direct opinion from the millennials. All of the interviews were conducted to
get a better understanding of how to improve Holland Casino Enschede current
products, services and marketing to attract the target audience they strive for. In
order to achieve this these topics were discussed with the millennials; how often
do you visit Holland Casino Enschede, what is your average spending while in the
casino, your reason for visiting the casino, how do you spend your evenings out,
and qualities they like and dislike about Holland Casino Enschede.

3
 Main Findings

Employee Ratings

All of the respondents were very happy with the

service and attitude of the employees of the Casino.
Music and
Entertainment

The music was also liked by most of the visitors.

They also appraised the live music.
Food

The respondents appreciated the quality and the

taste of food. But most of them mentioned that it is
expensive
Interior and
Design

The interior was also liked by most of the

respondents. But some respondents stated that it
was old fashioned.
Games

Response was satisfactory. A few of the

respondents mentioned to add more slot
machines. Some also mentioned that they lack the
knowledge about the games.

Most Preferred activity in the Casino Average Visit to the

Casino
Roulette 12 times per year.
** calculated using the median of the
data

Average spending per visit Respondents by Gender

Some of the Comments Feedback to the pitch:

For the kick, to

gamble, for the money Majority of the respondents are interested
but having fun is more in the E-sport idea. Plan of organising
important workshop to train games was also
appreciated by most of the respondents. 4
Summary of Data
Based on the answers weve created an info graphic to give a clearer image on
their thoughts. Weve analysed the infographic and given answers and based on
that weve come up with the following information.
To start with most of the millennials ages were within the target. 25-35 year
olds, making the answers given more accurate and applicable to our research.
On average they spend between 30 and 50, however, some respondents said
they didnt spend anything at all, because they visited the casino for their
partner, therefore didnt play any games. This is the reason why the average
spending seems so low, as other respondents, that visit the casino regularly,
spend between 80 and 100.
Moreover, it turns out that all of the respondents are very happy with the
employees, saying that they are friendly and provide good customer service. The
customers who didnt spend money were so pleased they werent treated
differently by the staff. As for the food & beverage, the majority of the
respondents like the food, however, mentioned it is expensive, especially the
drinks.
Furthermore, the music and live music evening are liked by most respondents,
however, a few think there should be more variety and there should be more
popular songs from the current top hits.
Additionally, most respondents were happy with the variety of games, but
mentioned they would like to see more slot machines. Some also mentioned that
they lack knowledge about the games, thus why they dont feel the need to play.
The most preferred game in Holland Casino is Roulette. On average people are
visiting the casino 12 times a year.
The interviews have uncovered that millennials are spending their spare time
going out, such as to restaurants, drinks at pubs or clubs and to the cinema.
Most of the millennials are coming to the casino out of curiosity and fun night
out.

Conclusions
For these conclusions we had a total of 14 question which we could use to
formulate information about the millennials and their interest in Holland Casino
Enschede. We will go through all the questions individually and make a
conclusion based on the answers given. First, we will start to give an answer to
our review question followed by giving a conclusion if Holland Casino meets the
needs and wishes of millennials. Finally, we will give a conclusion for each
subject and a mind map or a cloud map.

This mind map

shows the
common interests
of the millennials

5
Age
All the millennials are around the ages of 25 and 35 years old.
Activities in spare time
The second question was about what millennials do whenever they go out. A lot
of millennials answered with drinking beer or going to the pub. Only 2 of the 12
interviewees answered going to the casino.
Budget
We are looking at what millennials spend on average on a night out. Almost half
(5 out of 12) spend roughly 20-30 euros on a night out. In comparison millennials
spending a night out at Holland Casino Enschede are spending on average 30-50
euros.
Visiting ratio
For visiting ratio, we asked the millennials the frequency that they visit the
casino per year. The average visitation rate is 12 times per year.
Reason for visit
We can conclude that the millennials go to the casino to either have a good night
out or for the enjoyment of gambling. Curiosity has played an important role
aswell.
Favourite gamble games
Out of the responds we found millennials are mostly happy with the games
Holland Casino is providing and Roulette turned out to be the most favourite
game.
Impression
For this subject, we asked about 3 overall impressions about
Holland Casino. The overall impression the millennials
expressed were that the food is good, the staff is friendly and
they offer a variation of products. However, there was one
point that most of the millennials made, which is that it is
very expensive. The food, drinks and just using slot machines
and playing table games cost a lot of money. This seems to be
the biggest issue for the millennials.
Recommendations of millennials
We asked the millennials during the interview what they want
to change or add to the current product and service of Holland
Casino, there were different kinds of recommendations but
most of them are overlapping. Adding more tables will handle
the crowd issue that the millennials have noticed. Moreover,
during the busiest hours, the smoking area is full and
millennials prefer to have some personal space and they
would prefer if Holland Casino would expand the smoking area.
Changes proposed by the millennials
According to the respondents the millennials proposed few things in particular.
They asked for more game and space, holding events for weddings and sushi
events. Recommended music genre to be, Pop. They also asked for Tapas to be
included in the food menu.

6
Feedback of the Pitch
We gave the millennials the opportunity to give us their feedback on three pitch
ideas. Ideas they could choose from were workshops, E-Sports and a gaming
app.
The workshop was the favourite idea, it would be given by an employee of
Holland Casino Enschede. Teaching beginners how to gamble and how the slot
machines works. This will give millennials the knowledge that they need to play
and the self-confidence to participate in these games and increase their chance
to win.

Background Information
The majority of the millennials currently visiting Holland Casino Enschede are
male. We can conclude that in this case male millennials are more interested in
gambling than females. So keeping this in mind Holland Casino should target more males
than females as their potential customers . All the respondents had full time jobs and
they were mostly living with their partners which means probably the millennials
that come to the casino are married.

Answer to the research questions

The research question that we made for the project was: Which marketing
strategy can best be used to increase the number of millennials visiting
Holland Casino Enschede?
There is not one strategy that Holland casino should use to attract millennials,
we figured out that Holland casino should adapt several aspects to attract
millennials.
Is Holland Casino complying with the wishes and needs
of the millennials?
We can conclude Holland Casino satisfies the millennials in some areas very well.
The millennials like the rush of gambling, good food and drink, the staff is
friendly and they have fun in the gambling atmosphere. However, there are
some points Holland Casino should take into account when it comes to
millennials. One being the entertainment aspect of the events, live music and
club they offer. Holland Casino has this large empty room, where they used to have
table games and slot machines but due to no success it is left empty. This could be used
to host events, which are millennial based. A common comment from millennials was
that the design is nice but "old-fashioned. Finally, E-sports. Because millennials
are very modern people, we think betting on E-sports is a very good thing to do
to attract millennials. So in conclusion: In a few areas Holland Casino Enschede
does satisfy the needs and wishes from the millennials, but there is still plenty of
room for improvement.
Recommendations
Based off the millennials responses during the interviews we have formulated a
few recommendations for Holland Casino Enschede. Breaking it down into four
categories of events, design, dancing, and E-sports. These recommendations will
help give Holland Casino Enschede a better idea of what the millennials want in
order to spend more time in the casino.
Events
Holland Casino used to have another floor with other table games available.
However, due to lack of success, they removed the games and all thats left now
is an enormous, empty space where people can organize events. Unfortunately,
this isnt going well either and lately the only events that are organized there are
business meetings. When we visited the casino most of us immediately still saw potential
in the floor. Millennials would like a place for their own where they can hang around with

7
fellow millennials. The empty floor isnt promoted well, as
no one knows about it. The trick is to make people know
about it in a fun way. Just like there are live music
evenings, there should be a certain theme for the events
that will be organized here as well, it has to be millennials
focused though. We were thinking of karaoke nights, for
example, placing a few televisions here and there,
microphones, good music, make sure there is catering and you have a fun night
out with your friends. These events should be promoted on Holland Casinos
website, the social media accounts, television, radio, etc. For card holders
Holland Casino could send them a notice via email or text of the upcoming
events.
The karaoke evening should be made into a competition, so everyone who wants
to participates pays a small entrance fee, say 2, then they get placed into a
tournament bracket. This bracket system would have people singing against one
another making the atmosphere competitive, fun and really getting the crowd in
on it. Others would have the ability to bet on which would win it all or take it
smaller of who would win out of the two competing, so youre not losing the idea
of a casino. This is a great way for millennials to meet new people as well.

Dancing
A common recommendation from millennials to Holland Casino is they would like
more dancing. Holland Casino can implement this into two different ways. The
first being by adding a club atmosphere to a room, they currently have on
Saturday nights they have named the club but it isnt successful with millennials.
First thing that can be changed is the music being offered, millennials described
it as being old and outdated. Holland Casino could consider booking more
popular performers, or have special DJs come in some nights such as, Martin
Garrix, Armin Van Buuren, and Afrojack . On normal nights in the club having a DJ that
is familiar with all music and will play the popular hits alongside what the millennials
request to hear. This will assure they are getting a wide range of music choices for
millennials and also can see which nights are more successful the nights with
performers compared to the nights with DJs. This can also bring in a good profit
for Holland Casino by having guests buy tickets to enter the club these specific
nights or even a bundle ticket of casino entrance, a meal, and the club access.
Secondly Holland Casino can implement dancing into their gaming floor. This is
possible through a virtual reality game, one for example is Holodance. This will
be a new release in 2017 and allows people the ability to dance in free-mode,
story-mode and through 15 different settings, one of which is a club setting.
Holodance offers their players 12,000 songs and 45,000 beatmaps! Since
millennials like to be active this is a good add in for Holland Casino to interest
them and also keep them gaming. They would have the opportunity to play
against their friends, which is a big interest for millennials, and to gamble to
keep going through different levels. (Holodance, 2017) Another option for
dancing style games could be a simpler form like the D Dance Master Dancing
game machine. This machine allows people to play alone or against someone
and has a 3D background. This gaming system has five game modes with

8
different levels, which allows the chance for people to gamble to play and try to
make it to the next level. It also offers people the options of 200 songs, and this
correlates with the different levels and the speed the person must dance. If a person gets
their score up to a certain point they have the opportunity to add up to 4 players
to increase entertainment and the challenge. A product like this machine will
cost around $9,949.47 (USD) so it would be an investment for Holland Casino.
E-sports
Millennials consistently said that they like to plays sports, watch sports and play
E-Sports. With this being said it opens a window for Holland Casino to begin to
offer betting on E-Sports. This could be possible as setting up a specific location
on the gaming floor or a special room that has tv screens, comfortable gaming
chairs, and headsets. Participants would need to register beforehand and would
be placed into a bracket depending on how many people signed up. It would be a
fee for them to participate in the tournament and then the winner would be
awarded a part of this money and also the money people bet on them. So it
would be split up into two pools for the players and the people solely betting.
Currently Crown Melbourne is incorporating this concept into their casino, and it
has become so large they have a specific room setup with two tables on a stage
and then a whole row of chairs in an audience to witness the tournaments.
Currently their biggest tournaments are for Call of Duty and they are attracting
teams from all over the world. The last tournament was an invitational between
an European team and an Australian team, the winner was the European team,
virtus.pro and they walked away with $35,000. The customers at the Crown
Melbourne are interested in Call of Duty while here in Holland they could be more
interested in playing a soccer, football or basketball game, such as NCAA as a
football video game. (Crown, 2017)

9
Bibliography
Crown. (2017, May 20). Crowns $55,555 Counter-Strike Invitational. Retrieved
from Crown:
https://www.crownmelbourne.com.au/entertainment/esports/crown
%E2%80%99s-$55,555-counter-strike-invitational
Holodance. (2017, May 20). Holodance. Retrieved from Holodance:
http://holodance-vr.com/
Investopia. (2017, May 20). Millennials: Finances, Investing, & Retirement.
Retrieved from Investopia:
http://www.investopedia.com/terms/m/millennial.asp
Lucky Attitude. (2017, May 20). The List of Millennial Characteristics. Retrieved
from Lucky Attitude: http://luckyattitude.co.uk/millennial-characteristics/

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Appendices

Age of the respondents:

What they do when they go out:

11
Average Spending Range

Reasons for visiting the Casino

Activities in the Casino

First look to the games And then play slotmachines and roulette, because
those ones I know how to play
roulette
diner
Only Roulette
roulette
Slot machines
Mostly table games
Mostly slot machines
Eat at the restaurant, play games, likes table games best because hes
surrounded with others.
Drink, usually plays table games.

12
Visits restaurant, doesnt really gamble.
Roulette, slotmachines
Poker, blackjack, slotmachines
Only the slotmachines

Impression about the game:

Impression of staff:

13
14
Impression of Food

Impression of Music and Interior

15
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