Gaming | Study finds differences between Chinese gamblers

Casino customers have important subcultural differences, according to a research article entitled “Behavioral Differences in Gaming Patterns among Chinese Subcultures as Perceived by Macao Casino Staff,” which was co-authored by scholars of the School of Hotel and Tourism Management (SHTM) at the Hong Kong Polytechnic University.
First published by the Cornell Hospitality Quarterly, and reviewed yesterday by Hospitality Net, the article focuses on observations made by gaming operator staff on variations in behavior between gamblers from mainland China, Hong Kong and Taiwan. The researchers state that managers of Macau casinos should understand those differences in order to improve the quality of service that is offered to these guests.
More than half of the gamblers in Macau are from mainland China, and just over a quarter are from Hong Kong. The region is also a popular destination for Taiwanese gamblers, who account for around four per cent of the total number.
The researchers note that the origins of these players denote their having “lived through different pasts” and experienced different political systems. They have conducted face-to-face interviews with more than 300 dealers, pit managers and supervisors from “all 33 of Macau’s casinos” in order to assess their perceptions of the gamblers.
Analyzing these responses, the researchers categorized casino customers and concluded that the group of Chinese customers – whether they come from the mainland, HK or Taiwan – display similar betting behavior, but differ in all other behaviors.
“For instance, the staff members perceived the mainland Chinese to be the least tidy and most disruptive of the three groups, whereas they perceived Hong Kongers more positively in both regards. However, there was widespread agreement that Hong Kong gamblers were the most likely to complain and ask for favors or promotional items, although they were also the most likely to follow the dealer’s guidance,” Hospitality Net mentions.
The interviewees also noticed that gamblers from Hong Kong are more challenged by new games, while mainland Chinese tend to avoid novelty. Taiwanese gamblers are reportedly more passive and likely to play alone. They are also thought to be slightly better tippers.
Researchers also identify and express concerns “about what can only be called the staff’s negative perceptions of mainland Chinese, given that they are Macau casinos’ number one customer segment.” The researchers argue that there is a need for “cultural sensitivity training for staff” and “clearly posted guidelines and rules for customers.”
The article categorizes Hong Kongers as “focused gamblers” who “enjoy playing new games, exhibit peak-and-valley betting patterns, enjoy playing in tidy surroundings, expect good service and who will probably complain in its absence.” Promotional offers and special new game training sessions are recommended to cater for this group.
Gamblers from the mainland are deemed “sociable” and enjoy “gathering together in groups, observing others playing, playing a game together, and enjoying having a smoke together” [the study was conducted prior to the smoking ban]. Regarding slots, researchers comment that this type of gambler wants to learn the rules in order to overturn suspiciousness of unfamiliar games. Hence, they conclude that casinos should assign more staff members to their slot and electronic table games areas.
Taiwanese gamblers are categorized as “passive and game-focused gamblers” in the research. They spend less than the other two groups, but are perceived as valuable customers because “they are relatively easy to serve, create less trouble, and tip more.” For this group, the research recommends the strengthening of marketing efforts.