According to research on online gambling behavior by GamblingAware, slot gaming is more likely to cause problem gambling than sports betting and is heavily skewed towards the most deprived area.[1]
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Insight into Online Gambling Landscape
Carried out by the National Centre for Social Research (NatCen) in collaboration with Professor David Forrest and Professor Ian McHale from the University of Liverpool, Patterns of Play analyzed online gambling data between July 2018 and June 2019 from seven major operators and a total of 139,152 online gambling accounts across bingo, live and virtual casino games, poker, slots, and sports betting.
The research sought to provide an insight into the online gambling landscape by answering four questions related to the basic patterns of play, the patterns’ variance for different types of people, patterns’ variance among different products, and types of behavior associated with problem gambling or at-risk gambling.
The NatCen data showed that online bettors with the largest losses were men around 40 and coming from economically deprived areas, while women dominated online bingo with 62%, in slot games female participation represented around one-third of all, while in casino and poker, similar to online betting, women’s share was less than a quarter.
More details about the research are here.[1]
But Why are slots so addicting?In this article[2] we can read about the Psychology of Slots. This tackles that slot machines is responsible for the greatest percentage of revenues in America's gambling capital in Las Vegas. It also stated that the reason behind this success lies in our brain.
Cognitive Dissonance – The Psychological Phenomenon That Helps Us Gamble.Just like how smokers disassociate from the well-known evidence that their smoking is killing them thru a psychological phenomenon called cognitive dissonance[3] Similarly, slot machines provoke cognitive dissonance amongst players.
Every licensed slot machine in a land-based casino or online has a Return to Player (RTP) percentage that players can easily access.
This tells players on average, how much money they can expect to lose from every $100 spent wagering. Despite this figure proving to players that they will lose more than they win on average, people continue playing.
In much the same way that the nicotine rush of a cigarette makes the risks seem worth it, the chances of a big win help gamblers forget that they will on average, lose more than they will win.
Dopamine – The Brains Reward SystemWhenever we do something that our primitive brain finds to be good or beneficial, such as eating, procreating and exercising a neurotransmitter called
Dopamine is released in our brains. This
chemical messenger is synonymous with
pleasure and when it is released, we can often feel a sense of euphoria.[2]
Here are the factors stated on the article[2] why slots machine produce a high level of dopamine in our brain.
Slots videos are designed to deliver great highs[4] and waves of euphoria to players. Matching it with money rewards, huge amount of dopamine is released into the human brain.
- Association of slot machines with the intense feeling of pleasure
This is the reason why continue playing slots machine even though they are losing, they keep on searching for the dopamine rush that a win can trigger
- Designed to constantly offer small reward to keep players engaged
This is specifically designed to activate the reward system in our brain as we begin to associate slots with pleasure, we will likely continue playing.
Interactive Controls – Increasing ControlSlot machines are designed for interactive controls. This makes us feels that we are in control of every action we make thus giving us a sense of certainty ignoring the fact that winning and losing are really uncertain.
every time you push down on the ‘spin’ button on a physical slot machine or an online slot, you are taking control in a way that your brain views as positive. Each time you press the button, the visual whirlwind of colours and shapes in front of your eyes release Dopamine in your brain.
No matter how many times you push the button, the same thing will happen, the reels on the slot will spin. This simple yet effective feedback loop boosts feelings of control amongst players which encourages them to ignore the uncertainty of winning or losing and play on for longer.
Visual & Audio Cues – Making MemoriesAnother factor why slot machines is addicting is its Visual and Audio Cues. Whenever we win something, it retains in our memory because of these factors. The more winnings we got from slots, the more prominent it will be in our minds. It is because of the visual and sound effects we witnessed every time we win.
Wins on a slot machine game are often followed by the sound of coins dropping from a height, flashing dollar signs on the screen and an array of flashing lights on the slot terminal. This makes a win on a slot a full-body experience that is not only intensely pleasurable and rewarding, but memorable too.
When these wins become etched on your brain, your Dopamine reward system is more likely to be activated whenever you think of slot machines. This helps to keep even the most casual of gamblers interested in slots for a long time, potentially even years after spinning the reels.
Summing up on why Slots is very addictingSlot machines aren’t a trick, nor have they been designed to deceive you and appeal to your primitive brain. Rather they are enjoyable distractions designed part by intention and part by accident to engage you for as long as possible.[2]
Add on:
Gambling Problem Possible Solution/Avoidance:If ever you feel that you are in a borderline of being a compulsive gambler , you can refer on these list of link for ideas on how to deal with it.
Sources and references:
[1]
Research on Gambling Behavior Raised Red Flags around Slots[2]
The Psychology of Slot Machine[3]
Cognitive dissonance in tobacco smokers[4]
How Video Gaming Could Improve Your Cognitive Health And Skills
A question to slots players out there, have you ever felt the uncontrollable urge to gamble after exposing yourself to slots games for a long period of time? How did you manage to keep sane after being exposed to the most addictive gambling game in the industry?