Find out what psychological techniques gambling establishments use to keep players coming back. We analyse Mike Robinson’s research on the mechanisms of gambling addiction.
Gambling may seem like innocent entertainment, but in reality, every detail is designed to draw people in as deeply as possible. In this article, we explain the ‘hooks’ that casinos and online games use to create addiction, based on Mike Robinson’s research.
Gambling addiction has become one of the most talked-about topics today—and this is not surprising. While the gambling industry existed only in offline formats (land-based casinos), the problem of gambling addiction affected a relatively small number of people.
With the rise of slot machine halls, which opened en masse in public places such as train stations, shops, and cinemas, the problem of gambling addiction became more noticeable. When gambling sites flooded the internet, including platforms like Reveryplay, even doctors began to take the issue seriously. Various studies appeared online, in which experts tried to answer the question: “How do games for money affect the human brain, forming habits, addictions, and even pathological dependence?”
Although our website already has material on gambling addiction, it is worth revisiting its risks – especially when we have the opportunity to explore this topic through the insights of Mike Robinson, a renowned expert who has spent more than 15 years studying how gambling captivates the human brain.
Who is Mike Robinson?
Mike J. F. Robinson is an American neuroscientist and professor of psychology at Wesleyan University (USA). He heads his own laboratory, Robinson Lab, which studies the neurobiological basis of addictive behaviour. The main focus of his research is the brain’s reward systems, particularly the mesolimbic dopamine system, and how it relates to the formation of pathological addictions.
Robinson actively investigates phenomena such as:
- The mechanisms of gambling addiction.
- The similarities and differences between gambling and drug addiction.
- The role of dopamine and endogenous opioids in the formation of ‘wanting’ and ‘liking’.
- Factors that cause behaviour to become compulsive and out of control.
He is the author of numerous scientific articles and reviews in leading psychology and neurobiology journals, including Nature Reviews Neuroscience, Behavioral Brain Research, and Addiction Biology. His work is widely cited and informs addiction research around the world.
Thanks to his contributions, gambling addiction is increasingly understood not as a failure of willpower, but as a biologically determined disorder associated with dysfunction in the brain’s reward and learning systems.
Why people lose control
Mike Robinson identifies several mechanisms that cause players to become ‘stuck’ in the game and lose control.
Uncertainty as a key factor
One of the main elements of gambling is constant uncertainty. The player never knows for sure whether they will win, or how much. This uncertainty triggers a surge of dopamine in the brain—a chemical responsible for pleasure and reward anticipation. Interestingly, the maximum dopamine response occurs not at the moment of winning, but while waiting for the result. This is the main trap: the brain rewards the process itself, which is why people return to the game again and again.
Light and sound as stimuli
Casinos know the power of sensory effects. Flashing lights and fanfare sounds after a win create the illusion of celebration and success, even when the player is losing money. This is especially evident in modern slots, where each combination has its own melody, making it feel as though wins occur more often than they really do.
Losses disguised as wins
In multi-line slots, a player can win on one line but lose on others simultaneously. The overall result may be negative, but the music and visual effects create a feeling of victory. This phenomenon is called ‘losses disguised as wins’. For the brain, it’s real deception: it receives a reward signal and reinforces the behaviour.
The near-win effect
Players often encounter situations where, after the reels stop, only one symbol is missing from a big winning combination. The brain reacts to this almost as strongly as it does to a real win—the person feels that success is close and finds it difficult to stop.
The illusion of skill
Almost all gambling games give the impression that success depends on the player’s skill, strategy, or financial decisions. While this may seem logical in betting, for casino games it is dangerous self-deception. In reality, the odds are always in the casino’s favour. Only the illusion of control, reinforced by occasional wins, keeps the player engaged.
Consequences
According to Mike Robinson’s research, every year:
- One in five casino players and one in ten bettors experience financial or social problems due to gambling and betting addiction.
- At least 2% of gamblers develop a severe form of gambling addiction. Furthermore, the average age of individuals affected by gambling addiction is decreasing each year.
Conclusion
Gambling is a system of psychological hooks, designed down to the smallest detail. Understanding how these mechanisms work is the first step toward developing a conscious attitude and knowing when to stop.
Think of gambling not as a way to win money, but as entertainment that you pay for—like going to the cinema to watch a film or buying a ticket to see your favourite football team play. Focus on enjoying the experience, and any winnings should be seen as a pleasant bonus—similar to receiving a surprise promotion in a shop, like “You are our millionth customer.”
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
