Odyssey slot machines, qualitative research, ethnographic methods, casino gaming, customer typologies.
Original Research Article
This paper discusses the development of a typology of gamblers who play the Odyssey slot machine. Qualitative research methods were employed, using an ethnographic approach to the research setting. Two typologies are presented and discussed, one for the Odyssey Players and a second for the Odyssey Observers. While the potential application of these two typologies to the more general classification of all slot machine gamblers is unknown, it is believed that this paper represents the first study of its kind in the gaming industry. As such, it may provide a foundation for both academics who are interested in conducting further research in this area, and to gaming industry practitioners who may fmd the information useful in better understanding their customers.