The study involved 4 gambling zones in Russia, located in Sochi, Kaliningrad, Vladivostok and Altai. The main goal of the study was to identify the percentage of female audience in Russian casinos, as well as to determine the dynamics of changes in the average age among male guests.
Statistical data showed a number of patterns. For example, the Krasnaya Polyana gambling zone has grown by 56% in the female audience since its opening in 2017. The overall ratio of female and male audience for the current year is 45% to 55%.
In casinos in Altai, Kaliningrad and Vladivostok, the percentage of female guests is also kept at a noticeable level. In Kaliningrad, this is 40% of the total number of guests, in Altai - 30% and in Primorye about 25%. The annual growth is about 3%.
Dmitry Anfinogenov, Executive Director of the Association of Operators of the Entertainment Industry and Sports and Entertainment Events (AIRIS), pointed out the reasons for the growing popularity of gambling establishments among Russian women: “First of all, the growth of the female audience in the Krasnaya Polyana gambling zone is due to its development strategy. We are talking about the concept of event tourism within the gambling zones of Russia. Every week, gambling zones offer their guests not only classic games, but also numerous events: concerts, gastronomic dinners, business exhibitions and forums, theatrical performances, ice shows and sports events. The Krasnaya Polyana gambling zone is a regional leader in this area, creating a bright and varied calendar of events that are of interest to women as well. Thus, the gambling cluster expands and grows its target audience.
Coronavirus 2020 can serve as confirmation of my words. During this period, the gambling zone was limited in its ability to hold mass events. And as a result, a drop in the female audience by 20% was recorded.”
The study helped to identify another trend - the rejuvenation of the audience. Thus, the Krasnaya Polyana gambling zone found that in 2023 the share of guests aged 18-25 is 9.96%, 26-35 years 37.68% and is growing in both subgroups by 1-3% per year, and the number audience 45-60+ is declining every year. That is, there is a rejuvenation of visitors. Something similar can be observed in the Altai “Sibirskaya Coin”, where in six years the average age of guests has decreased from 50-60 years to 40-45 years.
"Yantarnaya" in Kaliningrad and "Primorye" in the Far East, the indicators remain unchanged throughout the entire period of operation. There are fluctuations within 1-2% percent, which does not change the situation as a whole.
“I predict that the trend towards rejuvenation of Russian casino guests will gradually overwhelm all gambling zones. This directly depends on the development of transport infrastructure and the variety of entertainment offered. And if the second already exists and is a fairly powerful factor for event tourism, then the first requires more time and investment. But we see that the process is underway and the entire tourism industry in Russia is developing. Therefore, all possible expansion of the target audience of gambling zones by age, gender and other characteristics is only a matter of time,” Dmitry Anfinogenov commented.