Introduction: The Evolution of
Electronic Media
1.
2.
3.
4.
5.
TV
Video Games
Massively Multiplayer Online RolePlaying
Internet Gambling
Cyber Sex Addiction
Start the Argument
Good
Bad
Indifferent
The Psychology of Gaming
Primary Task for Adolescents – form coherent
sense of self
 Possibility of cyber space to create persona’s
that substitute for face to face interaction
Thus “some” people suffer aftershock of failure
to develop genuine closeness
 AND MAYBE THESE EFFECT A PERSON”S PRIMARY
NEED FOR LOVE AND BELONGING
The Games are Addictive
Because of there very Nature
Television Passive Observation
Video games require full attention and
interaction
However, the majority of people who play
video games use them for enjoyment and
relaxation without any problems, compulsion
and loss of control.
Video Games Monies
Exceeding motion picture in terms of dollars
spent 2006

 The NPD Group, U.S. retail sales of video
games, which includes portable and console
hardware, software and accessories, generated
revenues of close to $19.66 billion in 2009, an 8
percent decline over the $21.4 billion generated
in 2008.
 In 2000 the industry earned 7.9billion
(NPD, 2010).
Top Selling
Maybe the best seller ever!
Call of Duty: Black Ops
Addictive Nature of the Games
• Control every aspect of the
character – create as if world
• Variable timed positive
outcomes
• Successful maneuvers reward
visual stimuli or are rewarding
in themselves
• Offer as an escape
• Fantasy
• Release of dopamine
Are you Addicted to the Internet?
Previous reports suggest that 8 to 13% of
undergraduates are addicted to the internet (Yen,
2009).
Terms to describe this compulsion:
The newly behavioral problems manifesting from heavy
Internet use have been termed “Internet addiction” ,
“problematic Internet use”, or “pathological Internet use
(Yen, 2009).
Internet Addiction for College Students DC-IC-A
5 of the following have to be present over the past 3 months
A)
1) Preoccupation with internet activities
2) Recurrent failure to resist the impulse to use internet
3) Tolerance: a market increase in the duration internet use needed to achieve
satisfaction
4) Withdrawal, as manifested by either of the following
A) Dysphoric mood, anxiety, irritability, and boredom after several days without
internet use
B) Use of Internet to relieve or avoid
5) Use of internet longer for a period longer than desired
6) Persistent Desire and/or unsuccessful attempts to cut down or reduce internet
use
7) Excessive time spent on internet activities
8) Excessive effort spent on activities necessary to obtain access to the internet
9) Continued heavy internet use despite knowing having a recurrent physical /
psychological problem exacerbated by internet use
B. Functional Impairment
One of more of the symptoms have to be present
Recurrent internet use resulting in failure to fulfill major obligations at work,
school, home
Important social recreational activities are given up or reduced because of
internet use
Recurrent legal problems because of internet behavior (disorderly conduct in
game)
C. Internet Behavior not
better accounted for by:
Psychotic disorder
Bipolar I disorder or other disorder which is classified as
an:
Impulse control disorder in the DSM-IV-TR
On-Line Games
Players are both the youth, adults, and older
adults
Player may act as themselves as use avatars to
express ideal self or aspects thereof
Virtual world gamers (second life / WOW)
tend to find emotional satisfaction be being
able to select environments and life events
compatible with how I would like to be.
World of War Craft
Second Life
CYBER GAMBLING
Current Internet Gambling:
2093 Online Sites http://online.casinocity.com/
Current Internet Gambling:
Providers
 48 jurisdictions
 Major providers are:
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•
•
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Gibraltar (208 sites)
United Kingdom (98 sites)
Malta (314 sites)
Alderney (62 sites)
Isle of Man (14 sites)
Netherland Antilles (257 sites)
Austria (9 sites)
Costa Rica (218 sites)
Antigua (76 sites)
World’s
d
3r
Largest Provider
 Canada!
 Kahnawake Mohawk Territory in Quebec hosts the
worlds second highest number of online gambling
sites (n = 256)
 http://www.canadian-casinos-online.com/kahnawake-gaming-
commission.html
 http://www.allslotscasino.com/ca/
Current Internet Gambling: Market Share
$15-20 billion in 2008, with sports/race books,
casinos and poker accounting for large majority
4-5% of worldwide gambling market
Patronage uncertain: North America (30-35%)
Asia (11 – 49%); Europe (23-44%)
U.S., China, U.K. largest single markets within these
continents
Concerns with Internet Gambling
Internet gambling by prohibited groups
(underage, site employees)
50% of N.A. high school and college/university
students have played on free play online
gambling site (Derevensky et al., 2006)
2% - 9% of North American youth report
having gambled online for money
Problems with Internet Gambling
Nature of Internet Gambling makes it
conducive to producing Problem Gambling
24 hr immediate access
Solitary play
Immersive interface
‘electronic cash’
Ability to play under influence of drugs or alcohol
In general, evidence suggests the prevalence
of problem gambling is 3 to 4 times higher in
Internet gamblers
Structural Addictive Factors and
Online Gambling
Playability Characteristics (Structural)
 Bonus Game, the game within the game
 The idea behind the bonus game is to increase
playability and ultimately give the gambler an
illusion of control.
 As such, the gambler believes that they have
more ability to bring about a win, manipulated
through...
Stop Buttons
Gamble Buttons
 Essentially, the bonus games along with the
latter features brings us to the
Near Miss
The Near Miss
 The near miss or near
win, is any nonwinning outcome that
is perceived by the
gambler to be almost
successful.
 Hence, the bonus
games, stop buttons,
nearly hitting three
symbols, or three
lines, visually entice
the gambler to
continue to play.
The Near Miss (cont.)
• According to Kahneman and Tversky , nearly
winning produces a frustration and cognitive
regret...
• Whereby, if we continue to play we can eliminate
the cognitive regret by actually getting the win,
picking the larger bonus prize, ect.
Psychology of Familiarity
 Other technological advances
in EGM machines have also
played into the hands of the
structural marketing
technique known as
“psychology of familiarity.”
 This speaks to playing on one
machine more than the other.
 Beyond the obvious attraction
to the common, novel,
(socially and culturally)
Parke and Griffiths (2007)
hold that gamblers may fall
victim the psychology of
familiarity because...
Psychology of Familiarity
 EGM gamers trust in an international symbol (celebrity) – thus
jackpots maybe be higher, “I won’t be ripped off.”
 Experience , gamblers believe they have an added advantage
because they have knowledge of the game (i.e., price is right,
wheel of fortune), which directly affect the EGM game.
 Fun – the newer games are more interactive, music is hip,
humorous, ect.
 Ultimately, in addition to the newer games being played more,
gamblers supposedly may not be affected by their losses as
usual, and continue to play despite mounting losses.
Psychology of Familiarity
1.
2.
3.
4.
5.
6.
7.
Fear Factor
Price is Right
Monopoly
Wheel of Fortune
Simpsons
Spider Man
King Kong