Published in:
01-06-2016 | Original Paper
Jackpot Structural Features: Rollover Effect and Goal-Gradient Effect in EGM Gambling
Authors:
En Li, Matthew J. Rockloff, Matthew Browne, Phillip Donaldson
Published in:
Journal of Gambling Studies
|
Issue 2/2016
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Abstract
Relatively little research has been undertaken on the influence of jackpot structural features on electronic gaming machine (EGM) gambling behavior. This study considered two common features of EGM jackpots: progressive (i.e., the jackpot incrementally growing in value as players make additional bets), and deterministic (i.e., a guaranteed jackpot after a fixed number of bets, which is determined in advance and at random). Their joint influences on player betting behavior and the moderating role of jackpot size were investigated in a crossed-design experiment. Using real money, players gambled on a computer simulated EGM with real jackpot prizes of either $500 (i.e., small jackpot) or $25,000 (i.e., large jackpot). The results revealed three important findings. Firstly, players placed the largest bets (20.3 % higher than the average) on large jackpot EGMs that were represented to be deterministic and non-progressive. This finding was supportive of a hypothesized ‘goal-gradient effect’, whereby players might have felt subjectively close to an inevitable payoff for a high-value prize. Secondly, large jackpots that were non-deterministic and progressive also promoted high bet sizes (17.8 % higher than the average), resembling the ‘rollover effect’ demonstrated in lottery betting, whereby players might imagine that their large bets could be later recouped through a big win. Lastly, neither the hypothesized goal-gradient effect nor the rollover effect was evident among players betting on small jackpot machines. These findings suggest that certain high-value jackpot configurations may have intensifying effects on player behavior.