New research suggests quiz and fruit machine companies need to use advertising to change customers' perceptions and increase returns for licensees.
The survey, commissioned by Gamestec, found that, while non-players are put off because they regard fruit and quiz machines as gambling, many regularly buy scratch cards or National Lottery tickets.
Forty per cent of non-players of fruit and quiz machines do not play because they "regarded fruit and quiz machines as like gambling", the survey, unveiled at trade show ATEI yesterday, revealed. However, 44 per cent of the 4,500 members of the public surveyed played the National Lottery once a week and nine per cent bought scratch cards at least once a week.
It revealed differences between the reasons people play fruit and quiz machines. Forty one per cent of frequent fruit machine players play for enjoyment and 25 per cent to win large amounts of money. Fifty six per cent of frequent quiz machine players play for enjoyment and 16 per cent to win large amounts of money.
Gamestec managing director Rolf Nielsen said: "We have to acknowledge two types of consumers playing quiz and fruit machines.
"It's not an impossible task to target people who are currently non-players. We have to channel non-player advertising and initiatives effectively. Non-players have a blanket disdain towards both types of machine, whereas regular players can differentiate between the two."
Fruit and quiz machines have struggled under the smoking ban. However, The Gambling Act 2005, implemented last year, gives the gaming industry much greater freedom to advertise.