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EGM Jackpots and Player Behaviour: An In-venue Shadowing Study
Matthew Browne1, Erika Langham2, Matthew J Rockloff2
1Institute for Health and Social Science Research, Central Queensland University, Rockhampton, QLD, 4670, Australia. m.browne@cqu.edu.au.
Journal of Gambling Studies
|July 28, 2014
Summary
Electronic gaming machine (EGM) jackpots increase gambler spending and persistence. Problem gamblers, especially when primed to think of big wins, are drawn to higher jackpot amounts, indicating a need for targeted interventions.
Area of Science:
- Behavioral Psychology
- Gambling Research
- Human-Computer Interaction
Background:
- Electronic gaming machines (EGMs) are popular gambling devices.
- The impact of EGM jackpot features on gambler behavior remains under-researched.
Purpose of the Study:
- To investigate how EGM jackpots influence gambler behavior, including spending and persistence.
- To examine the role of problem gambling severity and 'big-win' priming on EGM selection and play.
Main Methods:
- An in-venue shadowing study with 234 participants.
- Participants completed EGM sessions, with half primed to focus on 'big-win' ideation.
- Measures included player investment, persistence (spins, time-on-machine), and machine choice.
- Problem Gambling Severity Index (PGSI) was used to assess risk.
Main Results:
- Primed participants favored jackpot-oriented EGMs; at-risk gamblers chose machines with higher median jackpots.
- EGM jackpots correlated with overall higher player spend.
- Higher PGSI scores were linked to greater spend per play.
- Interactions between jackpots, PGSI, and priming predicted increased player persistence.
Conclusions:
- EGM jackpot features significantly influence gambler behavior, increasing both spending and session persistence.
- Problem gamblers and those primed for 'big wins' exhibit distinct EGM selection and play patterns.
- Findings suggest potential for targeted interventions addressing jackpot features and gambler psychology.
