Poker machine gaming in New South Wales registered clubs: gambling on the impact of substitute products

Since the introduction of poker machines in 1956, the New South Wales club gaming industry has witnessed the impact of many changing legal, competitive, social, economic and technological factors. Using Michael Porter's framework of competitive forces (1980), this paper analyses the industry's lifecycle in terms of entry barriers, industry rivals, customer markets and substitute products. This analysis provides evidence that the industry has evolved from an emergent industry to one which is now approaching maturity. Furthermore, it is argued that substitute products, particularly the new Sydney Harbour casino and home gambling, are the strongest competitive forces clubs must contend with as they approach 2000. While many questions remain regarding strategic changes the club industry needs to make if it is to maintain its current competitive position, recommendations are made for adopting a position less vulnerable to the changing competitive environment.