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But the collaboration between addictive technology and the old-school world of casino gambling faces several ideological conflicts.
Photo via Flickr user To most people, Jacqueline Balaam wouldn't fit the stereotype of the typical gambling.
The 41-year-old is married with two children; she previously held a well-paying job as a finance officer at and volunteered in her spare time as the treasurer of her local social club.
Advertisement But unbeknown to online bingo gambling addiction and family, Balaam was in the thrall of a powerful addiction.
Foran anthropologist at MIT who studies gamblers and the games which captivate them, Balaam is an example of someone who became trapped in what she calls "the machine zone," the immersive void where time, money, and ultimately reality become subsidiary to the compulsive draw of the game experience.
The money at stake is often the initial motivation for people addicted to bingo or slot machine games, especially if they win a few times, but it quickly becomes relatively unimportant.
Just like narcotics addicts, they're playing to access a state of mind rather than a monetary reward.
While Jacqueline occasionally won five figure sums, she never banked the money.
Instead, she fed it right back into the game.
Money's just a currency to get there.
It's also long been an area of interest for the companies scooping up the profits.
Advertisement The gambling world has traditionally made its cash by finding ways to attract people into casinos in the hope of getting them to place large wagers on the roulette tables or immerse themselves in the slot machine and video games.
Bookmakers make far more money through the fixed odds betting terminal machines in their shops offering bingo and roulette, than they do from sports betting.
One of the reasons why these games hook people so easily is their high event frequency.
I could create you the safest slot machine in the world where you can only press the button twice a week.
In the US, Canada, and India they have a game called Keno, a fast action lottery draw and it's addictive because it takes place every two or three minutes.
The figures are mind-boggling.
But they also mask rapidly changing customer demographics which have many in the business shifting uneasily.
Advertisement "These huge numbers are mainly being driven by Asia," Schull explains.
Japan is considering legalizing casino development.
But if you look at the rest of the world, the industry is trying to deal with the fear that it's losing its customer base.
Over the past decade, the age of the average gambler in a betting shop or casino has risen to well over 50.
It's about falling out of space and out of time.
These exploit the sensory cues which lure people into the machine zone by increasing online bingo gambling addiction visual, auditory, and tactile online bingo gambling addiction />They use surround sound, touch screens, and devices called haptic actuators, which create these little buzzing or pulsing haptic effects behind the screen or in your chair.
And the shocks, vibrations, or zaps from the chair are choreographed to synch up with whatever game effects are happening, so it acts as a confirmation of whatever's going on in the game and brings you further into the zone.
One of the tricks some casinos have considered is augmented reality.
And then it's done.
It's mind-blowing the first time, and then you're like 'What else?
Some sectors have embraced the new era of mobile and internet media more successfully than others.
Bookmakers like bet365 and Ladbrokes have hit on a way of pulling in younger gamblers by live streaming global sporting events.
If customers come back regularly, they hope they can eventually be enticed into the website's online casino, where the serious cash is made.
Advertisement The mass of data they're able to amass also enables them to profile customers and block the ones who win too regularly.
It seems they're only after problem gamblers, the ones who will bet on anything and chase losses.
These are publicly traded companies and this is the best way they see to make larger and larger profits.
But that could be about to change, and quickly.
At the moment, many countries—including Turkey, China, and the Netherlands—still ban online gambling, while in the United States and Germany the situation is more complicated, with federal bans but permissions granted in.
With millions playing illegally and governments realizing the potential tax windfall at stake, legislation is rapidly being introduced.
The Netherlands is expected to introduce later this year.
Juniper Research estimates that the global gambling industry's revenues from mobile online games will reach more than.
Facebook has been quick to capitalize, enabling betting game developers like Jacketpotjoy to use its platform in a similar fashion to its many social games and acquiring the start-up Oculus VR for to pave the way for virtual reality gaming.
Apple has also made alterations to its iPhone software.
The race is now on to develop betting games which contain the same elements that have made Candy Crush, Bejewelled and others, hugely popular.
Schull does not see it being a difficult transition.
Photo via Flickr user "When you compare slot machines and social games, the user experience is already very similar," she says.
You get caught in this feedback loop of stimulus and response which is incredibly absorbing.
The casino industry struggles to get its head around the 'freemium' model, which has generated explosive revenues for the developer Zynga through games like Farmville and Mafia Wars.
The basic game is free but once hooked, many users are prepared to pay for upgrades and increased game time.
The model works due to Zynga's ability to design games that will appeal to vast numbers of customers.
The developers are interested in learning https://healthcareinsuranceplan.info/gambling/gambling-sites-near-me.html the captivating qualities of slot machines but remain unconvinced they should buckle to pressure from the casino companies who would like them to find a way to monetize their click more quickly.
As a result, some of the biggest names have already turned their backs on the vast revenue streams potentially at stake.
After initially announcing the impending release of its first betting games in the UK in 2013, Zynga has gone cold turkey on the idea.
This year Toronto developer RiftSino VR plans to launch the first 360 degree virtual reality casino game via Facebook's Oculus platform, billed as providing a "gratifying Vegas go here from the comfort of your home.
Griffiths believes there are several reasons why read article gambling has the potential to generate so much revenue.
And although Facebook betting games allow you to process your cards and cash out your winnings, few people do that.
They just keep the credit for next time.
This is exactly how real-life casinos work.
Advertisement It isn't hard to picture a boardroom of techies and malevolent casino owners, hell-bent on identifying the best ways to addict people, but this isn't quite the reality.
Qualities which make a game even faster and more immersive tend to be stumbled upon rather than pre-designed, with the overall aim to get a critical mass of people playing and spending money.
But the nature of the game designs mean online bingo gambling addiction tend to be hyper-addictive.
Schull feels this is a fundamental problem.
That's your ideal customer.
But that's also the mode of an addict, so is it really ethical?
And much of that 10 percent is likely to be made up of problem gamblers like Balaam.
While some people tend to have click at this page personality or psyche which makes them more susceptible to addictive behavior, Griffiths believes that understanding the nature of the games and how they work can have a protective role.
But it's still extremely easy to get sucked in.
Although these aren't gambling-based games, they show how under the right circumstances and with the right interface, almost anyone can get drawn into playing for too long and not feeling fully in control.
Gambling Addiction & Me: The Real Hustler
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