@ PENN Entertainment / Score Media and Gaming Inc.
I helped launch 3 marketing surveys to uncover possible adoption barriers and benchmark the likelihood of adopting the new standalone casino app. The surveys were conducted prior to the launch of Hollywood Casino in December, 2024.
Impact
The survey findings:
- uncovered possible adoption barriers and likelihood of adoption for the new casino app,
- collected benchmark data for future surveys, and
- helped support the marketing team with promotional decision making.
Contributions
I worked with a senior UX Researcher who provided mentorship and feedback. My contributions include:
- drafting survey questions related to adoption barriers and marketing,
- analyzing the survey results, and
- creating a one-page summary on why some legacy Hollywood Casino users might not have transitioned to ESPN Bet and possible adoption barriers and/or opportunities for Hollywood Casino.
Example survey questions that I drafted and were used in the final surveys are included on the right. Edits and redactions have been made for confidentiality.
Example Marketing Question:
For a casino app you downloaded and used recently, how did you first hear about it?
- I saw it on the App/Play Store
- I saw ads or posts on social media.
- [list of other options…]
Example Adoption Barrier Question:
What concerns (if any) do you have about downloading and using our new app?
- I don’t want another app on my phone.
- I’m worried about the account set up process.
- [list of other options…]