Hidden in the Dark: Dim Ambient Lighting Increases Game Play Duration and Total Spend.

It has been suggested that much like commercial environments (e.g., retailing), the situational characteristics of gambling environments form an important determinant of gambling behavior. However, no research has examined whether ambient lighting in gaming venues can have unintended consequences in terms of gambling behavior. The results of three experimental laboratory studies show that game play duration and total spend increase when ambient lighting is dim (vs. bright). Process evidence suggests that this phenomenon occurs as ambient lighting influences risk-taking, which in turn increases game play duration and total spend. Further, evidence is provided that the effect of dim (vs. bright) ambient lighting reduces risk-taking and subsequent game play duration and total spend when an individual's self-awareness is facilitated (i.e., screening between gaming machines is removed). This research has implications in terms of public policy regarding the determination of minimum lighting levels in venues as a means to decrease gambling-related harm. Moreover, while gaming venues can use these insights and their ambient lighting switches to nudge individuals toward reducing their game play duration and total spend, gambling-afflicted consumers can opt for gambling venues with bright ambient lighting and those without screened gaming machines.

EGM Jackpots and Player Behaviour: An In-venue Shadowing Study.

Although electronic gaming machine (EGM) jackpots are widespread, little research has yet considered the impact of this feature on gamblers' behaviour. We present the results of an in-venue shadowing study, which provided measures of player investment and persistence (e.g. number of spins, time-on-machine) from participants undertaking one or more EGM sessions on their choice of machines. 234 participants (162 female) were recruited in-venue, with half (stratified by age and gender) primed by answering questions encouraging 'big-win' oriented ideation. Primed participants were more likely to select jackpot-oriented EGMs, and primed at-risk [Problem Gambling Severity Index (PGSI) > 4] gamblers tended to select machines with a higher median jackpot prize amount than others ([Formula: see text]). Neither PGSI nor priming was associated with the rate at which participants switched machines. EGM jackpots were associated with great spend overall, and PGSI score was associated with a greater spend per play. Positive interactions were found between jackpots and PGSI, and PGSI and priming in terms of predicting greater persistence. Finally a structural model of session level variables is presented, that incorporates positive feedback between money won and number of plays in an EGM session.