Liquor and Gaming NSW > Gaming & Wagering


​Innovation in traditional gambling products (2016)

About the study

This study lead by Matthew Rockloff at The Experiment Gambling Research Laboratory investigated the effect of new innovative gambling products versus traditional counterparts on player behaviour in Australia.

The researchers asked:

  • What a​re the impacts on gambler attitude and behaviour that result from the newer presentations of traditional products?
  • To what extent (if at all) do current changes in traditional products such as table games, bingo and wagering encourage riskier play?

In undertaking the research a cognitive psychology framework 'VICES' was used to inform the project. The domains captured in VICES are visual and auditory enhancements, illusion of control, cognitive complexity, expedited play, and social customisation.

The findings suggest that most gamblers, including those experiencing problems, prefer traditional games over their innovated counterparts. 

People do not spend more on automated table games than traditional games. The illusion of control and social customisation are features of the games which could potentially pose an added risk. 

Innovated products may appeal to the gambling industry due to reduced labour costs and more effective use of floor space. However, the attraction of such products may be limited by the inherent attractions of traditional games, such as a live croupier and interactions with fellow gamblers, which can be important entertainment benefits.

The findings provide a useful framework for assessing how innovative games might exaggerate the illusion of control and communication of winning outcomes amongst players in regard to the regulatory approval of such games.

This study was commissioned and funded by Gambling Research Australia.

Read the report​ (PDF, 1.16MB). 

How to cite this report

Rockloff M, Donaldson P, Browne M, Greer N, Moskovsky N, Armstrong T, Thorne H, Goodwin B & Langham E 2016, Innovation in traditional gambling products. Gambling Research Australia. Melbourne.

Main list of gambling research reports here.​​