Realistic Free-Spins Features Increase Preference for Slot Machines

• Published in: Journal of gambling studies 2017-06, Vol.33 (2), p.555-577
• Main Authors: Taylor, Lorance F., Macaskill, Anne C., Hunt, Maree J.
• Format: Article
• Language: English
• Subjects: Adult; Behavior; Behavior, Addictive - psychology; Choice Behavior - physiology; Community and Environmental Psychology; Computer Simulation; Conditioning (Psychology); Economics; Electronic gaming machines; Experiments; Female; Gamblers; Gambling; Gambling - psychology; Gaming machines; Humans; Male; Medicine; Medicine & Public Health; Original Paper; Psychiatry; Reinforcement (Psychology); Reward; Self report; Sociology; Young Adult
• ISSN: 1573-3602; 1573-3602
• DOI: 10.1007/s10899-016-9630-x

Despite increasing research into how the structural characteristics of slot machines influence gambling behaviour there have been no experimental investigations into the effect of free-spins bonus features—a structural characteristic that is commonly central to the design of slot machines. This series of three experiments investigated the free-spins feature using slot machine simulations to determine whether participants allocate more wagers to a machine with free spins, and, which components of free-spins features drive this preference. In each experiment, participants were exposed to two computer-simulated slot machines—one with a free-spins feature or similar bonus feature and one without. Participants then completed a testing phase where they could freely switch between the two machines. In Experiment 1, participants did not prefer the machine with a simple free-spins feature. In Experiment 2 the free-spins feature incorporated additional elements such as sounds, animations, and an increased win frequency; participants preferred to gamble on this machine. The Experiment 3 “bonus feature” machine resembled the free spins machine in Experiment 2 except spins were not free; participants showed a clear preference for this machine also. These findings indicate that (1) free-spins features have a major influence over machine choice and (2) the “freeness” of the free-spins bonus features is not an important driver of preference, contrary to self-report and interview research with gamblers.