Dispensing wisdom: ATMs on the gaming floor

The gambling industry has long been trying to perfect techniques that keep players on their premises and gambling on their games longer. In short, their aim is to introduce facilities that maximize their bottom line profits. In super-casinos around the world, restaurants are often positioned in the centre so that customers have to pass the gaming areas before and after they have eaten. Live entertainment areas for music or sporting events (e.g., boxing matches) are also positioned similarly.

This strategy is often combined with the deliberate use of circuitous paths to keep customers in the casino longer, the psychology being that if the patrons are in the casino longer they will spend more money. Large US casinos have got this down to a fine art. A number of years ago I remember going to a live music concert at the MGM Grand in Las Vegas and on entering the casino it took me a 20- to 25-minute walk past thousands of slot machines and gaming tables before I even arrived at the auditorium! Although I didn’t gamble during the 45 minutes I was exposed to the slot machines to and from the casino entrance, I did wonder how many of the thousands in the audience had succumbed at some point.

UK gambling venues are now increasingly offering other non-gambling services (such as snack facilities and live entertainment) in a bid to either attract new customers or to keep those already in the venue as long as possible. The 2005 Gambling Act allowed even more of this diversification. It is also worth noting that some forms of gambling (such as slot machines) are far more profitable than other forms (such as table games). What’s more, slot machines don’t need a croupier to deal or spin the roulette ball. This means that most casinos worldwide are now dominated by slot machines in preference to other forms of gambling (although there are places like Macao where table games are preferred over slot machines).

Two of the biggest changes that have occurred in casinos worldwide over the last 20 years that appear to aid such a ‘maximisation’ strategy are the introduction of cash machines onto the gaming floors and the introduction of note acceptors to electronic gaming machines. At a very simplistic level, facilities like these create and enhance convenience gambling.

Note acceptors are very popular in countries like US, Canada and Australia. The gaming industry argues that note acceptors are popular with customers and enhance the playing experience in that they make life a little bit easier for the punter when standing in front of a slot machine not to have to keep going to the cashier for change. However, there is a very fine line between customer enhancement and customer exploitation. Note acceptors have the capacity to increase spending in a number of direct and indirect ways. Firstly, note acceptors increase privacy for the punter. More specifically for the punter, it avoids the potential embarrassment of letting gaming staff, friends, family or even other customers know how much they are spending. Secondly, note acceptors can aid in suspending judgment whereby more cash is transferred to credit in one go. Thirdly, note acceptors minimise breaks as players do not need to leave the machine to get change. Not taking breaks minimises ‘time out’ periods where punters can think more rationally about the money they have spent. A study carried out in Canadian casinos showed that the amount initially put into a slot machine by punters was twice as high on machines that had note acceptors. Although this is only one study, it does seem to suggest that gamblers spend more when a note acceptor is present. 

Like note acceptors, the introduction of automated cash dispensers onto the casino floor also increases privacy for the punter. Although studies have found that only a relatively small proportion of casino patrons seldom use cash dispensers at gambling venues, a significantly high proportion of problem gamblers do so. One study in New Zealand carried out by Professor Max Abbott found that only 2% of all adults interviewed in a national survey considered that greater access to these facilities led to an increase in their gambling. Among problem gamblers, this figure was over eight times as high at 17%.

In Australia, a study led by Professor Jan McMillen also found much greater cash dispenser usage at gambling venues by problem gamblers when compared to non-problem gamblers. They also found that problem gamblers withdrew larger amounts.  Money accessed in this way was most often for the purchase of both alcohol and gambling. They concluded that convenient access to cash dispenders in gambling venues contributed to greater expenditure and was a contributory factor in the development and persistence of gambling problems.

A number of other studies have reported similar findings. Problem gamblers frequently mention that adjacent access to cash dispensers is one of the most frequently mentioned reasons for gambler’s exceeding their planned spending limit. Research has also shown that both problem and non-problem gamblers would prefer cash dispensers to be located away from gambling venues. It would seem that the only people who want cash dispensers on gambling premises are the operators themselves, mainly because they know it increases revenue.

Dr Mark Griffiths, Professor of Behavioural Addictions, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Abbott, M.W.  (2007). Situational factors that affect gambling behavior. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies. pp.251-278. New York: Elsevier.

Friedman, B. (2000). Designing Casinos to Dominate the Competition. Reno, NV: Institute for the Study of Gambling and Commercial Gaming, University of Nevada.

Griffiths, M.D. (2009). Casino design: Understanding gaming floor influences on player behaviour. Casino and Gaming International, 5(1), 21-26.

Griffiths, M.D. & Parke, J. (2003). The environmental psychology of gambling. In G. Reith (Ed.), Gambling: Who wins? Who Loses? pp. 277-292. New York: Prometheus Books.

Lam, L.W., Chan, K.W., Fong, D. & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30, 558-567.

McCormack, A. & Griffiths, M.D. (2013). A scoping study of the structural and situational characteristics of internet gambling. International Journal of Cyber Behavior, Psychology and Learning, 3(1), 29-49.

McMillen, J., Marshall, D., and Murphy, L. (2004). The Use of ATMs in ACT Gaming Venues: An Empirical Study. ANU Centre for Gambling Research, Canberra.

Parke, J. & Griffiths, M.D. (2007). The role of structural characteristics in gambling.  In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies (pp.211-243). New York: Elsevier.

Wood, R.T.A., Shorter, G.W. & Griffiths, M.D. (2014). Rating the suitability of responsible gambling features for specific game types: A resource for optimizing responsible gambling strategy. International Journal of Mental Health and Addiction, 12, 94–112.

Unfruitful approaches: Why are slot machine players so hard to study?

Anyone that researches in the area of slot machine gambling will know how difficult to can be to collect data from this group of gamblers. Over a decade ago, Dr. Jonathan Parke and I published a paper in the Journal of Gambling Issues on why slot machine players are so hard to study. Almost all of the things we wrote in that paper are still highly relevant today, so this blog briefly examines some of the issues we raised. The following explanations represented our experiences of several research efforts in attempting to examine the psychology of slot machine gamblers in the UK, Canada and the United States. Our explanations are roughly divided into three categories. More specifically, these relate to what we called (i) player-specific factors, (ii) researcher-specific factors, and (iii) miscellaneous external factors.

Player-specific factors: There are a number of player-specific factors that can impede the collection of reliable and valid data. These include factors such as activity engrossment, dishonesty/social desirability, motivational distortion, fear of ignorance, guilt/embarrassment, infringement of player anonymity, unconscious motivation/lack of self-understanding, chasing, and lack of incentive. These are explained in more detail below:

• Activity engrossment – Slot machine gamblers can become fixated on their playing almost to the point where they ‘tune out’ to everything else around them. We have observed that many gamblers will often miss meals and/or utilise devices (such as catheters) so that they do not have to take toilet breaks. Given these observations, there is sometimes little chance that we as researchers can persuade them to participate in research studies – especially when they are gambling on the machine when approached.
• Dishonesty/Social desirability – It is well known that some gamblers will lie and be dishonest about their gambling behaviour. Social and problem gamblers alike are subject to social desirability factors and will be dishonest about the extent of their gambling activities to researchers (in addition to those close to them). This obviously has implications for the reliability and validity of any data collected.
• Motivational distortion – Many slot machine gamblers experience low self-esteem and when participating in research may provide ego-boosting responses that lead to motivational distortion. For this reason, many report that they win more (or lose less) than they actually do. Again, this self-report data has implications for reliability and validity of the data.
• Fear of ignorance – We have observed that many slot machine gamblers report to understand how the slot machine works when in fact they know very little. This appears to be a ‘face-saving’ mechanism so that they do not appear to be stupid and/or ignorant to the researchers.
• Guilt/embarrassment – Slot machine gamblers can often be guilty and/or embarrassed to be in the gambling environment in the first place. They like to convince themselves that they are not ‘gamblers’ but simply ‘social players’ who visit gambling environments infrequently. We have found that gamblers will often cite their infrequency of gambling as a reason or excuse not participate in an interview or fill out a questionnaire. Connected with this, some gamblers just simply do not want to face up to the fact that they gamble.
• Infringement of player anonymity – Some slot machine gamblers clearly play on machines as a means of escape. Many gamblers will perceive the gaming establishment in which they are gambling as a ‘private’ (rather than public) arena. As such, researchers who approach them may be viewed as people who are infringing on their anonymity.
• Unconscious motivation and lack of self-understanding – Unfortunately, many slot machine gamblers do not understand why they gamble themselves. Therefore, articulating this accurately to researchers can be very difficult. Furthermore, many gamblers experience the ‘pull’ of the slot machine where they feel compelled to play despite their better judgment but cannot articulate why.
• Chasing – When trying to carry out research in the playing environments (e.g., arcades, casinos, bingo halls, etc.), many regular gamblers do not want to leave ‘their’ slot machine in case someone “snipes” their machine while they are elsewhere. Understandably, gamblers are more concerned with chasing losses than participating in an interview or filling out a questionnaire for a researcher.
• Lack of incentive – Some slot machine gamblers simply refuse to take part in research because they feel that there is “nothing in it for them” (i.e., a lack of incentive). Furthermore, very few gamblers take the view that their gambling habits and experiences can be helpful to others.

Researcher-specific factors: In addition to player-specific factors, there are also some researcher-specific factors that can impede the collection of data from slot machine gamblers. Most of these factors concern research issues relating to participant and non-participant observational techniques (i.e., blending in, subjective sampling and interpretation, and lack of gambling knowledge). These are expanded on further below:

• Blending in – The most important aspect of non-participant observation work while monitoring fruit machine players is the art of being inconspicuous. If the researcher fails to ‘blend in’, slot machine gamblers soon realise they are being watched. As a result, they are increasingly likely to change their behaviour in some way. For instance, some players will get nervous and/or agitated and stop playing immediately whereas others will do the exact opposite and try to show off by exaggerating their playing ritual. Furthermore, these gamblers will discourage spectators as they are often considered to be “skimmers” (individuals trying to make profits by playing “other peoples machines”). Blending into the setting depends upon a number of factors. If the gambling establishment is crowded, it is very easy to just wander around without looking too suspicious. The researcher’s experience, age and sex can also affect the situation. In the UK, amusement arcades are generally frequented by young men and elderly women. The general rule is that the older the researcher gets, the harder it will be for them to mingle in successfully. If the arcade is not too crowded then there is little choice but to be one of the ‘punters’. The researcher will probably need to stay in the arcade for lengthy periods of time, therefore spending money is unavoidable unless the researcher has a job there – an approach that Dr. Parke took to collect data.
• Subjective sampling and interpretation – When the researcher is in the gambling environment, they cannot possibly study everyone at all times, in all places. Therefore it is a matter of personal choice as to what data are recorded, collected and observed. This obviously impacts on the reliability and validity of the findings. Furthermore, many of the data collected during observation will be qualitative in nature and therefore will not lend themselves to quantitative data analysis.
• Lack of gambling knowledge – Lack of ‘street knowledge’ about slot machine gamblers and the environments they frequent (e.g., terminology that players use, knowledge of the machine features, gambling etiquette, etc.) can lead to misguided assumptions. For instance, non-participant observation may lead to the recording of irrelevant data and/or an idiosyncratic interpretation of something that is widely known amongst gamblers. As above, this can lead to subjective interpretation issues.

External factors: In addition to player-specific and researcher-specific factors, there are also some external factors that can impede the collection of data from slot machine gamblers. Most of these factors concern the gaming industry’s reactions to researchers being in their establishments although there are other factors too. These are briefly outlined below:

• Gaming establishment design – It is clear from many of the arcades and casinos that we have done research in over the years that many are not ideally designed for doing covert research in. Non-participant observation is often very difficult in small establishments or in places where the clientele numbers are low.
• “Gatekeeper” issues and beaurocratic obstacles – The questions of ‘how?’ and ‘where?’ to access to the research situation can be gained raise ethical questions. Access is often determined by “informants” (quite often an acquaintance of the researcher) or “gatekeepers” (usually the manager of the organisation etc.). Getting permission to carry out research in a gambling establishment can be very difficult and is often the hardest obstacle that a researcher has to overcome to collect the data required. Many establishments do not have the power to make devolved decisions and have to seek the permission of their head office. The prevention of access by the industry can be for many reasons but the main ones are highlighted next.
• Management concerns – From the perspective of arcade or casino managers, the last thing they want are researchers that disturb their clientele (i.e., their players), by taking them away from their gambling and/or out of the establishment. Furthermore, they do not want us to give their customers any chance to make gamblers feel guilty about their gambling. In our experience, this is something that researchers are perceived by management to do. This obviously impacts on whether permission to carry out research is given in the first place.
• Industry perceptions – From the many years we have spent researching (and gambling on) slot machines, it has become evident that there are some people in the gaming industry that view researchers such as ourselves as ‘anti-gambling’ and/or that any research will report negatively about their clientele or establishment/organization. As with management concerns, this again impacts on whether permission to carry out research is given in the first place.

Dr. Parke and I envisaged that our explanations might enhance future research in this area by providing researchers with an understanding of some of the difficulties with data collection. Unfortunately, identification of slot machine gamblers is often limited to a “search and seek” method of trawling local gambling establishments (e.g., amusement arcades, casinos etc.). Therefore, researchers are often limited to collecting data during play rather than outside of it. Obviously data facilitation would be better if gamblers were not occupied by their machine gambling.

Dr. Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading

Griffiths, M.D. (1991). The observational study of adolescent gambling in UK amusement arcades. Journal of Community and Applied Social Psychology, 1, 309-320.

Griffiths, M.D. (1994). The observational analysis of marketing methods in UK amusement arcades. Society for the Study of Gambling Newsletter, 24, 17-24.

Griffiths, M.D. (1995). Adolescent Gambling. London: Routledge.

Griffiths, M.D. (1996). Observing the social world of fruit-machine playing. Sociology Review, 6(1), 17-18.

Parke, A., & Griffiths, M.D. (2004). Aggressive behavior in slot machine gamblers: A preliminary observational study. Psychological Reports, 95, 109-114.

Parke, A. & Griffiths, M.D. (2005). Aggressive behaviour in adult slot machine gamblers: A qualitative observational study. International Journal of Mental Health and Addiction, 2, 50-58.

Parke, J. & Griffiths, M.D. (2002). Slot machine gamblers – Why are they so hard to study? Journal of Gambling Issues, 6. Located at: http://jgi.camh.net/doi/full/10.4309/jgi.2002.6.7

Parke, J. & Griffiths. M.D. (2008). Participant and non-participant observation in gambling environments. ENQUIRE, 1, 1-18.

Griffiths, M.D. (2011). A typology of UK slot machine gamblers: A longitudinal observational and interview study. International Journal of Mental Health and Addiction, 9, 606-626.

Sound ideas: A brief look at the effect of music on gambling behaviour

Throughout my academic career, I have always been interested in how the design of environments affects human behaviour. Given that my primary research area is the psychology of gambling and that my most passionate hobby is listening to music, it probably won’t come as a surprise that I have carried out research into the effect of music on gambling behaviour.

The effect of music has been studied extensively in commercial contexts (particularly advertising and retailing). Many research studies have shown that music has the capacity to affect consumers’ perceptions of a particular environment, their intended and actual purchase behaviour, and time spent in a particular environment. Advertisers and marketers use such knowledge to help target their consumer group. Psychologists Adrian North and David Hargreaves have noted in many of their papers that music may have the capacity to modify psychological arousal or induce relaxation. A number of studies have supported this claim through various investigations into the arousal of music.

Highly arousing music has been characterised as loud, unpredictable and with a quick tempo. Low arousing music in contrast is soft, predictable, and has a slower tempo. The more the music is able to produce arousal in individuals, the more pleasurable it is for them, and the more likely it will be their preference. Musical tempo is another area within the field of music that has generated empirical research. A variety of reports from participants and consumers have described fast tempo music with a variety of adjectives, indicating it as happier, pleasant, joyous, exhilarating. Studies manipulating the tempo of music have found that faster music leads to more positive judgements of advertisements, enhances effects on the performance of tasks, leads to faster movement, and higher arousal levels. Slow music has the opposite effects resulting in more relaxing, solemn adjectives being used when participants described it.

As both a structural and situational characteristic in gambling behaviour, the role of music has become more apparent in the last decade. Many slot machines now have musical interludes. This makes them generally more appealing, especially if they are familiar. Researchers (including myself) have consistently argued that sound effects can contribute to the encouragement of gambling.

Back in 2003, Dr. Jonathan Parke and myself published a book chapter examining the environmental psychology of gambling in the book Gambling: Who Wins? Who Loses? (edited by the sociologist Gerda Reith). A small part of that review speculatively examined the role of music in facilitating gambling behaviour. We noted that at the time we wrote the review, no research has been carried out on the topic (and that research was obviously needed). A couple of years later, we published a paper in the Journal of Gambling Issues and reported a number of observations based on our experiences of enaging in participant and non-participant observation in amusement arcades and other gambling venues.

We argued that auditory effects have the capacity to make a slot machine more ”aesthetically appealing” to individuals and this differentiation could be a deciding factor when choosing a machine. We also hypothesized that music has the potential to facilitate, stimulate, maintain and exacerbate gambling behaviour in some individuals. This could be due to the fact that familiar music may induce a feeling of enjoyment as it is recognisable to the individual and thus may entice them into playing (something that I had noted in an earlier paper that I wrote with David Dunbar in a 1997 issue of the Society for the Study of Gambling Newsletter). The music played when one wins is distinctive and memorable and could also lead to further plays. In short, music has the capability to increase confidence, modulate arousal and relaxation and help the player to disregard previous losses.

In 2007, I published a study in the journal International Gambling Studies that I carried out with Laura Dixon and Dr. Richard Trigg investigating the role of music in gambling behaviour. In our experiment, 60 participants played virtual roulette in one of three conditions.The three conditions were (i) no music, (ii) slow tempo music,and (iii) fast music (20 participants in each condition). Tengames of roulette were played with speed of betting, amountspent across high, medium and low-level risk bets and totalamount spent recorded. Their results showed that speed ofbetting was influenced by musical tempo with faster bettingoccurring while listening to higher tempo music.However, there was no relationship between musical tempo and either the size of the bet or the overall amountspent. Although not carried out in a casino, we believed our findingsprovided valuable insight into how background music can bemanipulated to increase the speed of gambling.

In 2010, along with Jenny Spenwyn and Dr. Doug Barrett, I published another study examining the effect of music on gambling in the International Journal of Mental Health and Addiction. This study (as far as we are aware) was the first ever empirical study to examine the combined effects of both music and light on gambling behaviour. While playing an online version of roulette, 56 participants took part in one of four experimental conditions (14 participants in each condition); (1) gambling with fast tempo music under normal (white) light, (2) gambling with fast tempo music under red light, (3) gambling with slow tempo music under normal (white) light, and (4) gambling with slow tempo music under red light. Risk (i.e., the amount of money spent) per spin and speed of bets were measured as indicators of gambling behaviour. We found significant effects for speed of bets in relation to musical tempo, but not light. We also found a significant interaction between light and music for speed of bets. In short, we found that fast tempo music under red light resulted in individuals gambling faster gambling.

Most recently, some of my research colleagues in Norway, led by Dr. Rune Mentzoni, published a paper in the Journal of Behavioral Addictions that also examined music’s effect of gambling behaviour. Like our studies, they carried out a laboratory experiment. Their study comprised101 undergraduate students who played a computerized gambling task inwhich either a high-tempo or a low-tempo musical soundtrack was present. It was reported that: low-tempo music was associated with increased gambling persistence in terms of overall number of bets placed, whereas high-tempo music was associated with intensified gambling in terms of faster reaction time per placed bet. Based on their results, they concluded that high-tempo music is associated with more risky gambling behaviour (by increasing gambling persistence and by reducing reaction time for bets placed).

From the empirical literature published so far, there does appear to be some evidence to suggest that the gambling environment may be manipulated by the use of sound of music (as well as other characteristics such as light and colour) and that such situational characteristics may affect gambling behaviour. However, the empirical base, is limited and further research is needed before reaching any definitive conclusions.

Dr Mark Griffiths, Professor of Gambling Studies, International Gaming Research Unit, Nottingham Trent University, Nottingham, UK

Further reading 

Caldwell, C. & Hibbert, S.A. (1999). “Play that one again: The effect of music tempo on consumer behaviour in a restaurant. European Advances in Consumer Research, 4, 58-62.

Dixon, L., Trigg, R. & Griffiths, M. (2007). An empirical investigation of music and gambling behaviour. International Gambling Studies, 7, (3), 315-326.

Dube, L., Chebat, J.C. & Morin, S. (1995). The effects of background music on consumers desire to affiliate in buyer- seller interactions”, Psychology and Marketing, 12, 305-319.

Griffiths, M.D. & Dunbar, D. (1997). The role of familiarity in fruit machine gambling. Society for the Study of Gambling Newsletter, 29, 15-20.

Griffiths, M.D. & Parke, J. (2003). The environmental psychology of gambling. In G. Reith (Ed), Gambling: Who wins? Who loses? pp. 277-292. New York: Prometheus Books.

Griffiths, M.D. & Parke, J. (2005). The psychology of music in gambling environments: an observational research note. Journal of Gambling Issues, 13. Available at: http://jgi.camh.net/doi/full/10.4309/jgi.2005.13.8

Hebert, S., Beland, R., Dionne-Fournelle, O., Crete, M. & Lupien, S.J. (2004). Psychological stress response to video game playing: the contribution of built in music. Life Sciences, 76, 2371-2380.

Kellaris, J.J. & Kent, R.J. (1993). An exploratory investigation of responses elicited by music varying in tempo, tonality, and texture. Journal of Consumer Psychology, 2, 381-402.

Mentzoni, R. A., Laberg, J. C., Brunborg, G. S., Molde, H., & Pallesen, S. (2014). Type of musical soundtrack affects behavior in gambling. Journal of Behavioral Addictions, DOI: 10.1556/JBA.3.2014.006.

Milliman, R.E. (1982). Using background music to affect the behaviour of supermarket shoppers. Journal of Marketing, 46, 86-91.

Milliman, R.E. (1986). “The influence of background music on the behaviour of restaurant patrons. Journal of Consumer Research, 13, 286-289.

North, A.C., & Hargreaves, D.J. (1997). Experimental aesthetics and everyday music listening. In D.J. Hargreaves & A.C. North (Eds.), The Social Psychology of Music. pp.84-103. Oxford: Oxford University Press.

Parke, J. & Griffiths, M.D. (2006). The psychology of the fruit machine: The role of structural characteristics re-visited. International Journal of Mental Health and Addiction, 4, 151-179.

Parke, J. & Griffiths, M.D. (2007). The role of structural characteristics in gambling. In G. Smith, D. Hodgins & R. Williams (Eds.), Research and Measurement Issues in Gambling Studies. pp.211-243. New York: Elsevier.

Spenwyn, J., Barrett, D.K.R. & Griffiths, M.D. (2010). The role of lights and music in gambling behavior: An empirical pilot study. International Journal of Mental Health and Addiction, 8, 107-118.