The most important revenue-generator for casinos, slot machines are a perennial favorite. But understanding why players keep playing these games is a tricky puzzle. “The answer is multifaceted,” says Cody Herrick, director of game design at Ainsworth Game Technology. “Players want to see that they are a part of a big pool of money, and that there is an opportunity to win.”
Another reason for the popularity of slots may have less to do with the size of payouts than the frequency of those payouts. Unlike traditional lotteries, which have fixed prizes for each number, slot machines use a variable-ratio reinforcement schedule that makes it hard to know exactly when the player will hit the jackpot. This feature can lead to the illusion of a larger chance of winning, but it also makes for an unpredictable experience.
This variable-ratio reinforcement schedule is the most common way that gambling researchers have attempted to explain why some people enjoy the allure of slots. It is likely that the intermittent rewards that are offered by slot machines provide relief from the painful emotional experiences that many people face in their daily lives (Abbot & Volberg, 1996; Getty, Watson, & Frischman, 2000). Thus, while a large percentage of gamblers are recreational players who experience little harm, a subset of them suffers from serious gambling problems, including severe debt, relationship difficulties, and professional difficulties.
Regardless of their reasoning for loving the game, most gamers agree that the best way to increase their chances of winning is to play consistently. To that end, developers are becoming more aware of how to build games with mechanics that will encourage players to stick around. “Our goal is to provide them with a sense of ownership and investment in the game,” says Ian Arrowsmith, senior director of global games development at Konami Gaming, Inc. “That’s how we keep them engaged, and it helps them understand what it takes to be a successful player.”
Whether they are designing a new game or trying to improve an existing one, slot designers often turn to data analytics to determine what features are most attractive to players. In fact, a recent survey of slot developers found that almost half rely on analytics to inform their designs. (The survey was conducted by ReelMetrics, a firm that provides data-driven analytics to slot operators and manufacturers.) In particular, these developers are looking for ways to maximize player engagement by reducing the perceived house edge of their games.