** Addiction by Design by Natasha Dow Schull

Wonder what psychology and big data can be used for? Wonder no more: the gambling industry is cunningly using both to entice players to play longer and, more importantly, spend more money. The author of Addiction by Design: Machine Gambling in Las Vegas does a great job of describing how every minute part of the gambling experience is designed to keep players playing, along the way telling many sad stories about addicted gamblers who spend hours on the machines, forgoing nourishment, sleep, and even (no details, please) bathroom breaks.

The puzzle for me is why they have to do it in a gaming environment (which, in Vegas, could be a grocery store!)? If what’s most important to them is not to win, per se, but the physical sensation of controlling the machine, the feeling of being lost in the experience, and the pleasure of small, ethereal wins (since getting actual winnings in coins would interrupt their flow), why could they not gamble just as much and surely more comfortably in their homes, on a machine that is paid for, and without putting at risk their entire paychecks and beyond? I’ve never been a fan of video games but after reading this book I’m thinking they are just wonderful, wonderfully safe, that is.

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