Casinos remove second thoughts

Behaviour Change

including slot machines. “But we then might take fifteen or twenty seconds to actually show you that loss.”

Most of all, casinos are trying to reduce friction. In blackjack, there are natural break points; every shuffle or dealer change is an opportunity to ask yourself if you want to keep playing. There are also a lot of eyes on you. If you’re drunk or abusive, you may be asked to leave, or if you’re losing a lot, you might do so out of embarrassment. All of that creates friction. But there’s nothing stopping you from just pressing the spin button on a slot machine over and over and over again until you go broke. Slot machines create a continuous flow, making them addictive in literally the same ways that social media applications like Twitter are. A player can easily spin the reels six hundred times in an hour or more.

Subtle design choices also help reduce friction. Here’s one Schull helped me to notice. Casinos, even high-end ones like the Aria, have few right angles. Right angles create friction: an opportunity to opt out. Instead, modern casino interiors are curvy, with gaming areas flowing into one another.

Session begins with £20.

Round one: loss.

A message offers instant replay. The previous stake remains in the field. One press begins the next round.

Round two: small win.

Round three: loss. Replay after two seconds.

Round four: loss. Replay after four seconds.

Round five: the participant reaches the deposit limit. A screen offers a higher limit after confirmation.

The participant presses confirm.

“What did that screen say?”

“Something about limits.”

“Do you remember the amount?”

“No.”

“Why did you continue?”

“I was already playing.”

The recording shows two seconds between the screen appearing and acceptance.

Round six: loss.

The researcher asks the participant to describe every action before round seven.

“Press replay.”

“Anything else?”

“No.”

“Did you choose the stake?”

“It was already there.”

“Did you choose to deposit more?”

“I suppose so.”

Round seven begins after six seconds.

The participant remembers the button colour. The warning copy cannot be recalled.

At £8 remaining, the participant pauses, looks at the balance and presses replay.

At £3, the machine offers a smaller stake.

The observer writes the time beside each action. The final sheet contains stake, balance, delay and spoken comments. The reason for continuing is written once: “Already playing.”