Casinos use audio-visuals to attract customers

According to a study published in The Journal of Neuroscience, certain features of a casino can lead a player to make a risky choice.

According to researchers from the University of British Columbia, stimulating gimmicks can contribute to the problem behaviour of players.

Researchers conducted an experiment: one hundred adults played slot machines equipped with “gadgets” like those that signify winning in slot machines. It was found that these sensory signals can stimulate a certain behaviour, such as continuing to play, even with a high probability of loss.

Eye-Tracker Technology, used by researchers, showed that players paid less attention to the actual chances of winning, when they were distracted by pictures of money and music signals and melodies. The pupils of the players expanded in response to sensory stimulants. And in their absence, the subjects behaved much more restrained.

“The research results suggest that the role of audio-visual signals is to push the player to take risky actions. The results also explain why some players, even with minimal chances of winning, do not stop playing,” commented Maria Cherkasova, Ph.D. of the University of British Columbia and lead author of the study.

It is also reported that when players are informed about the features of gaming machines that mislead them, they become less susceptible to signals.

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