Anthropologist Natasha Dow Schull talks about her research on gambling addiction:
New kinds of machines are key. With multi-line slot machines, say you put in a hundred coins. If you’re betting on 100 lines of play, you’ll always ‘win’ something back. If you put in 40 coins and get 30 back, that’s a net loss, a ‘false win’, but the machine responds as if you’ve won: The lights go off, you get the same audiovisual feedback. Almost every hand, you get the same result— there are no dry spells.
On the attraction of slot machines, which account for 80 percent of casino revenue in Las Vegas:
Even though slot machines are considered to be a light form of gambling due to their relatively low stakes, ease of play and historical popularity with women, they are actually the most potent. There are three reasons why: Playing on slot machine is solitary, rapid, and continuous. You don’t have interruptions like you would in a live poker game, waiting for cards to be dealt or waiting for the other players. You can go directly from one hand to the next—there’s no clear stopping point built into the game. You don’t even have to stop to put bills in the machine; the machines take credit or barcoded tickets.
The Dish 