Internet Gambling: Issues, Concerns, and Recommendations

CYBERPSYCHOLOGY & BEHAVIOR Volume 6, Number 6, 2003 © Mary Ann Liebert, Inc.

MARK GRIFFITHS, Ph.D.

ABSTRACT

The influence of technology in the field of gambling innovation continues to grow at a rapid pace. After a brief overview of gambling technologies and deregulation issues, this review examines the impact of technology on gambling by highlighting salient factors in the rise of Internet gambling (i.e., accessibility , affordability, anonymity , convenience, escape immersion/dissociation, disinhibition, event frequency, asociability, interactivity, and simulation). The paper also examines other factors in relation to Internet gambling including the relation-

ship between Internet addiction and Internet gambling addiction. The paper ends by overviewing some of the social issues surrounding Internet gambling (i.e., protection of the vulnerable, Internet gambling in the workplace, electronic cash, and unscrupulous operators). Recommendations for Internet gambling operators are also provided.

INTRODUCTION Global gambling has grown substantially in the last 10 years, which is particularly noteworthy in HEINFLUENCEOF TECHNOLOGY in the field of gam- the area of Internet gambling. Tbling innovation continues to grow at a rapid There appears to be a global expansion strategy. pace. The impact of gambling technology has been Technology is providing “convenience” gambling. widespread, and there are many observed trends around the world that appear to have resulted from Griffiths1 has argued that technology has always technological innovation, for example, gambling played a role in the development of gambling prac- coming out of gambling environments, gambling tices. Technology will continue to provide new mar- becoming a more asocial activity , widespread de- ket opportunities not only in the shape of Internet regulation, and increased opportunities to gamble. gambling but also in the shape of more technologi- Furthermore, there are many other factors that form cally advanced slot machines, video lottery termi- the backdrop to examining the increasing use of nals (VLTs), interactive television (i-TV) gambling, technology: and telephone wagering. Furthermore, other established gambling forms are becoming more technologically driven (e.g., bingo, keno). Governments appear to be fixated on raising In many countries, there appears to be a slow revenue. shift from gambling being taken out of gambling Governments and gaming appear to be using environments and into the home and the workplace every marketing tool to increase revenue. (and in the case of Internet gambling, it has gone

Psychology Division, Nottingham Trent University, Nottingham, NG1 4B0 United Kingdom.

557 558 GRIFFITHS from being very site specific to being in cyberspace). SITUATIONALAND STRUCTURAL This trend has been noted by a number of authors. 2–4 CHARACTERISTICS OF GAMBLING: Historically, what we have witnessed is a shift from TECHNOLOGICALIMPLICATIONS destination resorts (such as Las Vegas and Atlantic City) to individual gaming establishments in most In getting people to gamble (and to keep on gam- major cities (e.g., betting shops, casinos, amusement bling), the industry uses every marketing method it arcades, bingo halls). More recently there has been has at their disposal. These methods mainly fall a large increase in single site gambling opportuni- into two types—situational and structural charac- ties (e.g., slot machines in non-gaming venues, lot- teristics.6,7 tery tickets sold in mainstream retail outlets), to Situational characteristics are those features that gambling from home or work (e.g., Internet gam- facilitate people to gamble in the first place. These bling, i-TV gambling). However, gambling can now are primarily features of the environment and can be done in a wide variety of retail outlets. It is also be considered the situational determinants of gam- clear that the “newer” forms of gambling, such as bling. They include such things as the location of Internet and i-TV gambling, are activities that are the gambling outlet, the number of gambling out- done almost exclusively from non-gambling envi- lets in a specified area, and the use of advertising in ronments. One major worry about this is that, in gen- stimulating people to gamble. These variables may eral, regulation of gambling all but disappears when be very important in the initial decision to gamble. 8 gambling is done in non-gambling environments. Structural characteristics are those features that are responsible for reinforcement, may satisfy gamblers’ needs, and may actually facilitate excessive gam- TECHNOLOGY AND DEREGULATION bling. They include such things as the event frequency of the activity, the payout interval, and light, Deregulation is now firmly entrenched within the color, and sound effects. 6 policy of many governments worldwide. The pres- Technological advance can (and will) have a ent situation of stimulating gambling appears to be potentially large impact on the development and

mirroring the previous initiations of other socially maintenance of gambling behavior. By identifying condoned but potentially addictive behaviors like particular situational and structural characteristics, drinking (alcohol) and smoking (nicotine). Accord- it may be possible to see how needs are identified, ing to Littler, 5 deregulation of the gambling indus- tosee how information about gambling is presented try has occurred for a number of reasons. These (or perhaps misrepresented), and to see how thoughts include the following: about gambling are influenced and distorted. Show- ing the existence of such relationships has great practical importance. Not only could potentially Highly successful introduction of national and “dangerous” forms of gambling be identified, but state lotteries that have not only provided strong effective and selective legislation could be formu- competition for the “leisure dollar” but have di- lated. rectly challenged the theoretical basis on which It is useful to examine these characteristics and other gambling is regulated dimensions among all types of gambling activity so Governments commitment to deregulation in as that they can be described, compared, and contrasted many areas as possible, resulting in laws being using the same parameters. This may help in pin- passed that allow the least controversial changes pointing where technology has a role (either directly to be introduced more easily or indirectly) in gambling acquisition, development, Worldwide explosion in gambling (particularly and maintenance. For instance, from a technologi- casino gaming), which has left many operators cal standpoint, activities such as Internet gambling feeling they are being left behind in the competi- are changing the nature of situational determinants tion for international players to gamble and could have a large impact in uptake Government’s desire for more revenue from non- of gambling services (i.e., technology’s role in the essential forms of expenditure, of which gambling situational determinants of gambling will have most is an obvious candidate. impact on acquisition of behavior). One of the major concerns relating to the increase To some extent, technological innovation is help- in gambling opportunities is the potential rise in ing make deregulation easier to achieve. Technology the number of problem gamblers (i.e., “ gambling has brought gambling into the home and the work- addicts”). Addictions always result from an inter- place, and has opened up a legislative minefield. action and interplay between many factors, includ- INTERNET GAMBLING 559 ing the person’s biological and/ or genetic predis- increased problems. Research into other socially ac- position, their psychological constitution, their social ceptable but potentially addictive behaviors (drink- environment, and the nature of the activity itself. ing alcohol, gambling etc.) has demonstrated that However, in the case of gambling, it could be ar- increased accessibility leads to increased uptake gued that technology and technological advance can (i.e., regular use) and that this usually leads to an itself be an important contributory factor, as we increase in problems—although the increase may shall see below in examining the salient factors in not be proportional. 1 Since technology has played Internet gambling. (and will continue to play) a critical role in the development of increased gambling opportunities (e.g., Internet gambling), this will lead to increased THE IMPACT OF TECHNOLOGY ON accessibility. What has been clearly demonstrated GAMBLING: SALIENT FACTORS from research evidence in other countries is that where accessibility of gambling is increased there is To what extent does technology facilitate exces- an increase not only in the number of regular gam- siveness? There are a number of factors that make blers but also an increase in the number of problem online activities like Internet gambling potentially gamblers.11–16 This obviously means that not every- seductive and/ or addictive. Such factors include one is susceptible to developing gambling addic- anonymity, convenience, escape, dissociation/ im- tions, but it does mean that, at a societal (rather than mersion, accessibility, event frequency, interactivity, individual) level, the more gambling opportunities, disinhibition, simulation, and asociability . In gen- the more problems. eral, structural characteristics of gambling appear to be enhanced through technological innovation. Affordability Some researchers have made attempts to explain the Internet’s seductiveness. Cooper 9 proposed the Given the wide accessibility of the Internet, it is Triple AEngine (Access, Affordability, and Anony- now becoming cheaper and cheaper to use online mity), which he claimed would help to understand services. Although very excessive use will still lead

the power and attraction of the Internet for sexual to large monthly bills for those who pay by the pursuits. Young 10 also claimed to have developed a minute, for most people the cost compares to either variant of the Triple AEngine, which she called the a telephone call and/or postage, which is cheap to ACE model (Anonymity, Convenience, Escape). Nei- moderate. therof these are strictly models as neither explains the process of how online use develops. They do, Anonymity however, provide, in acronym form, the main variables that account for acquisition and maintenance The anonymity of the Internet allows users to of some online behaviors. The variables that can privately engage in gambling without the fear of lead to such activities as virtual adultery outlined stigma. This anonymity may also provide the user by Young and Cooper (i.e., anonymity, access, con- with a greater sense of perceived control over the venience, affordability, and escape) do appear to content, tone, and nature of the online experience. 17 provide the explanatory building blocks for the de- Anonymity may also increase feelings of comfort velopment of other online behaviors such as Inter- since there is a decreased ability to look for, and net gambling. These are briefly looked at in turn, as thus detect, signs of insincerity, disapproval, or judg- well as other reasons such as interactivity and sim- mentin facial expression, as would be typical in ulation. It would also appear that virtual environ- face-to-face interactions. For activities such as gam- ments have the potential to provide short-term bling, this may be a positive benefit, particularly comfort, excitement, and/or distraction. when losing, as no one will actually see the face of the loser. Accessibility Convenience Access to the Internet is now commonplace and widespread, and can be done easily from the home Interactive online applications such as e-mail, chat and/or the workplace. Given that prevalence of be- rooms, newsgroups, or role-playing games provide haviors is strongly correlated with increased access convenient mediums to engage in online behaviors. to the activity, it is not surprising that the develop- Online behaviors will usually occur in the familiar ment of regular online use is increasing across the and comfortable environment of home or work- population. Increased accessibility may also lead to place, thus reducing the feeling of risk and allowing 560 GRIFFITHS even more adventurous behaviors which may or of time between each gambling event may indeed may not be potentially addictive. For the gambler, be critical as to whether some people might de- not having to move from their home or their work- velop problems with a particular type of gambling. place may be of great positive benefit. Obviously gambling activities that offer outcomes every few seconds or minutes (e.g., slot machines) will probably cause greater problems than activities Escape with outcomes less often (e.g., weekly lotteries). The For some, the primary reinforcement to engage frequency of playing when linked with the two other in Internet gambling is the gratification they expe- factors—the result of the gamble (win or loss) and rience online. However, the experience of Internet the actual time until winnings are received—exploit gambling itself, may be reinforced through a sub- certain psychological principles of learning. 20 This jectively and/or objectively experienced “high.” The process (operant conditioning) conditions habits by pursuit of mood-modifying experiences is charac- rewarding behavior, that is, through presentation teristic of addictions. The mood-modifying experi- of a reward (e.g., money), reinforcement occurs. ence has the potential to provide an emotional or Rapid event frequency also means that the loss pe- mental escape and further serves to reinforce the riod is brief with little time given over to financial behavior. Excessive involvement in this escapist ac- considerations and, more importantly, winnings can tivity may lead to addiction. Online behavior can be regambled almost immediately. Internet gambling provide a potent escape from the stresses and strains has the potential to offer visually exciting effects of real life. These activities fall on what Cooper et similar to slot machines and VLTs (two of the most al.18 describe as a continuum, from life enhancing problematic forms of gambling). Furthermore, the to pathological and addictive. event frequency can be very rapid, particularly if the gambler is subscribed or visits several sites. Immersion/dissociation Interactivity The medium of the Internet can provide feelings

of dissociation and immersion and may facilitate The interactivity component of the Internet may feelings of escape. Dissociation and immersion can also be psychologically rewarding and different from involve lots of different types of feelings. This can other more passive forms of entertainment (e.g., include losing track of time, feeling like your some- television). It has been shown that the increased one else, blacking out, not recalling how you got personal involvement in a gambling activity can in- somewhere or what you did, and being in a trance crease the illusion of control, which in turn may fa- like state. In extreme forms it may include multi- cilitate increased gambling. 21 The interactive nature personality disorders. All of these feelings when gam- of the Internet may therefore provide a convenient bling on the Internet may lead to longer play either way of increasing such personal involvement. because “time flies when you are having fun” or because the psychological feelings of being in an Simulation immersive or dissociative state are reinforced. Simulations provide an ideal way in which to learn about something which tends not to have any of Disinhibition the possible negative consequences. However , In- This is clearly one of the Internet’s key appeals as ternet gambling simulations may have unthought there is little doubt that the Internet makes people of effects. Many online gambling sites have a prac- less inhibited. 19 Online users appear to open up more tice mode format, where a potential customer can quickly online and reveal themselves emotionally place a pretend bet in order to see and practice the much faster than in the offline world. For the gam- procedure of gambling on that site. Although this bler, being in a disinhibited environment may lead activity cannot be regarded as actual gambling as to more money being gambled. there is no “real” money involved, it can be accessed by minors and possibly attract an underage player into gambling. Event frequency The event frequency of any gambling activity (i.e., Asociability the number of opportunities to gamble in a given time period) is a structural characteristic designed One of the consequences of technology and the and implemented by the gaming operator. The length Internet has been to reduce the fundamentally so- INTERNET GAMBLING 561 cial nature of gambling to an activity that is essen- thermore,there are many other developments that tially asocial. Both Fisher 22 and Griffiths 23 have car- look likely to facilitate uptake of Internet gambling ried out observational analyses of slot machine services, including the following: players (particularly adolescents) and have reached similar conclusions. Those who experience problems Sophisticated gaming software are more likely to be those playing on their own (e.g., Integrated e-cash systems (including multi- those playing to escape). 24 Retrospectively, most currency) problem gamblers report that at the height of their Multi-lingual sites problem gambling, it is a solitary activity . 7 Gam- Increased realism (e.g., “real” gambling via web- bling in a social setting could potentially provide cams, player and dealer avatars) some kind of “safety net” for overspenders, that is, Live remote wagering (for both gambling alone a form of gambling where the primary orientation and gambling with others) of gambling is for social reasons with the possibil- Improving customer care systems ity of some fun and chance to win some money (e.g., bingo). However, it could be speculated that All of these new developments suggest that Inter- those individuals whose prime motivation was to net gambling will be more than a viable business. constantly play just to win money would possibly experience more problems. One of the major influ- ences of technology appears to be the shift from so- INTERNET ADDICTION AND INTERNET cial to asocial forms of gambling. From this, it could GAMBLING ADDICTION be speculated that as gambling becomes more technological, gambling problems will increase due to It has been alleged that social pathologies are be- its asocial nature. ginning to surface in cyberspace, that is, “technological addictions” . 26– 29 Technological addictions can be viewed as a subset of behavioral addic- OTHER FACTORS RELATING TO tions30 and feature all the core components of

INTERNET GAMBLING addiction (e.g., salience, euphoria, tolerance, with- drawal, conflict, and relapse. 7,26,27,29 ,31 ). Young32 claims Another factor that relates to Internet gambling Internet addiction is a broad term that covers a is the changing nature of family entertainment. This wide variety of behaviors and impulse control prob- could impact adolescents. The increase in and lems, and categorized by five specific subtypes. development of home entertainment systems is These are as follows: changing the pattern of many families’ leisure activities.25 The need to seek entertainment leisure Cybersexual addiction: compulsive use of adult outside the home is greatly reduced as digital tele- websites for cybersex and cyberporn vision and home cinema systems offer a multitude Cyber-relationship addiction: over-involvement in of interactive entertainment services and informa- online relationships tion. The result of this is that many families adopt a Net compulsions: obsessive online gambling, shop- leisure pattern known as “ cocooning” where the ping, or day-trading family or individual concentrates their leisure time Information overload: compulsive web surfing or around in-house entertainment systems. 25 Rather database searches than going out, the entertainment comes to them Computer addiction: obsessive computer game direct via digital television and Internet services. In playing (e.g., Doom, Myst, Solitaire ) the not-to-distant future, part of this entertainment for many families may be Internet gambling. Griffiths33,34 has argued that many of these exces- Alogical question to ask is whether Internet gam- sive users are not “Internet addicts” but just use the bling will take off? Although there are some still Internet excessively as a medium to fuel other ad- some technical and regulatory problems, over time, dictions. Put very simply, a gambling addict who the Internet will become technologically more so- engages in their chosen behavior online is not ad- phisticated allowing faster speeds and better graph- dicted to the Internet. The Internet is just the place ics,and issues surrounding security and marketing where they engage in the behavior. However , in will be tightened up. It would appear that Internet contrast to this, there are case study reports of indi- gambling will take off for several reasons. For in- viduals who appear to be addicted to the Internet stance, it is easy to access and participate in an itself.35,36 These are usually people who use Internet activity that comes into the home via television. Fur- chat rooms or play fantasy role-playing games— 562 GRIFFITHS activities that they would not engage in except on Protection of the vulnerable the Internet itself. These individuals, to some ex- There are many groups of vulnerable individuals tent, are engaged in text-based virtual realities and (e.g., adolescents, problem gamblers, drug/alcohol take on other social personas and social identities abusers, the learning impaired) who in offline gam- as a way of making themselves feel good about bling would be prevented from gambling by re- themselves. In these cases, the Internet may pro- sponsible members of the gaming industry. Internet vide an alternative reality to the user and allow them gambling sites provide little in the way of “ gate- feelings of immersion and anonymity that may lead keeping.” In cyberspace, how can you be sure that to an altered state of consciousness. This in itself adolescents do not have access to Internet gambling may be highly psychologically and/or physiologi- by using a parent’s credit card? How can you be cally rewarding. sure that a person does not have access to Internet To a gambling addict, the Internet could poten- gambling while they are under the influence of al- tially be a very dangerous medium. For instance, it cohol? How can you prevent a problem gambler has been speculated 27 that structural characteristics who may have been barred from one Internet gam- of the software itself might promote addictive ten- bling site, simply clicking to the next Internet gam- dencies. Structural characteristics promote interac- bling link? These are all serious concerns that both tivity and to some extent define alternative realities regulatory authorities and Internet gambling ser- to the user and allow them feelings of anonymity— vice providers will have to take on board. features that may be very psychologically rewarding to such individuals. There is no doubt that Internet usage among the general population will Internet gambling in the workplace continue to increase over the next few years and that if social pathologies exist, then there is a need Internet gambling is one of the newer opportuni- for further research. This area has particular rele- ties for gambling in the workplace. An increasing vance to the area of gambling in the shape of Inter- number of organizations have unlimited Internet net gambling. This will be examined more closely access for all employees and many employees have their own computer terminal in their own office in the closing sections. Despite evidence that both gambling and the In- which allows such activity to take place without ternet can be potentially addictive, there is no evi- arousing suspicion. Internet gambling is a some- dence (to date) that Internet gambling is “ doubly what solitary activity that can happen without the addictive,” particularly as the Internet appears to knowledge of both management and the employee’s be just a medium to engage in the behavior of choice. co-workers. This has potentially large implications What the Internet may do is facilitate social gam- for work efficiency and productivity. blers who use the Internet (rather than Internet users per se) to gamble more excessively than they would Electronic cash have done offline. For most gamblers, it is very likely that the psychological value of electronic cash (e-cash) will be INTERNET GAMBLING: SOCIALISSUES less than “real” cash (and similar to the use of chips or tokens in other gambling situations). Gambling The uptake of gambling depends on many factors. with e-cash may lead to what psychologists call Internet gambling is provided by a network of net- a“suspension of judgment.” The suspension of works that span geographical borders and are not judgment refers to a structural characteristic that discrete. Internet gambling is therefore global and temporarily disrupts the gambler’s financial value accessible, and has 24-hour availability. Theoretically, system and potentially stimulates further gambling. people can gamble all day every day of the year . This is well known by both those in commerce The rise of Internet gambling will provide both (people typically spend more on credit and debit marketing opportunities and marketing threats. cards because it is easier to spend money using Many may start to set up their own Internet gam- plastic) and the gaming industry. This is the reason bling sites because the initial set-up costs will be that “chips” are used in casinos and why tokens are minimal in comparison to a casino. This will have used on some slot machines. In essence, chips and implications for the social impact of Internet gam- tokens “disguise” the money’s true value (i.e., de- bling. These implications have been highlighted by crease the psychological value of the money to be Griffiths and Parke 37 and are summarized below. gambled). Tokens and chips are often re-gambled INTERNET GAMBLING 563 without hesitation as the psychological value is bler. Customer data is the lifeblood of any company. much less than the real value. Evidence would seem Internet gamblers can provide tracking data that to suggest that people will gamble more using e-cash can be used to compile customer profiles. Such data than they would with real cash. 1,37 can tell commercial enterprises (such as those in the gambling industry) exactly how customers are spending their time in any given financial transac- Unscrupulous operators tion (i.e., which games they are gambling on, for Many concerns about the rise of Internet gam- how long, and how much money they are spend- bling involve unscrupulous practices of operations ing). This information can help in the retention of of some Internet gambling sites. Amajor issue con- customers, and can also link up with existing cus- cerns the “trustworthiness” of the site itself. For in- tomer databases and operating loyalty schemes. stance, how can an Internet gambler be sure they Companies who have one central repository for all will receive any winnings from an unlicensed Inter- their customer data have an advantage. It can also net casino operating out of Antigua or the Domini- be accessed by different parts of the business. Many can Republic? There are also other unscrupulous consumers are unknowingly passing on informa- operating practices that Internet gambling pro- tion about themselves which raises serious questions viders can implement. 37 about the gradual erosion of privacy . Customers are being profiled according to how they transact Embedding. One seemingly common practice is with service providers. Linked loyalty schemes can the hidden “embedding” of certain words on an In- then track the account from the opening established ternet gambling site’s webpage through the use of date. “meta-tags.” A meta-tag is a command hidden in The technology to sift and access vast amounts of the Web page to help search engines categorize sites customer information already exists. Using very (i.e., telling the search engine how they want the sophisticated software, gaming companies can tai- site indexed). One common way to get extra traffic lor its service to the customer ’s known interests. flowing through a webpage is to embed common When it comes to gambling, there is a very fine line

words that people might be searching for on the between providing what the customer wants and Internet (e.g., “ Disney”). Some Internet gambling exploitation. The gaming industry sells products in sites appear to have used the word “ compulsive much the same way that any other business sells gambling” embedded in their webpage. In essence, things. They are now in the business of brand mar- what such unscrupulous sites are saying is “index keting, direct marketing (via mail with personal- my casino site in with the other compulsive gam- ized and customized offers) and introducing loyalty bling sites” so people will “hit” this site when they schemes (which create the illusion of awareness, are looking for other information related to com- recognition and loyalty). pulsive gambling. Someone looking for help with a On joining loyalty schemes, players supply lots gambling problem will get these sites popping up of information including name, address, telephone in front of them. number, date of birth, and gender. Those who operate Internet gambling sites will be no different. Circle jerks. Another potentially unscrupulous They will know a gambler’s favorite game and the tactic used by both Internet sex and gambling sites amounts they have wagered. Basically they can track is telescoping windows, often referred to as “circle the playing patterns of any gambler. They will know jerks.” If a person accesses a particular type of site more about the gambler ’s playing behavior than (usually gambling or sex-related) and tries to get the gamblers themselves. They will be able to send out of it, another box offering a similar type of ser- the gambler offers and redemption vouchers, com- vice will usually “pop up.” Many people find that plimentary accounts, etc. Supposedly all of these they cannot get out of the never-ending loop of things are introduced to enhance customer experi- sites except by shutting down their computer. Ob- ence. Benefits and rewards to the customer include viously, those sites that use “circle jerks” hope that cash, food and beverages, entertainment and gen- a person will be tempted to access a service they are eral retail. However, more unscrupulous operators offering while their site is on the screen. will be able to entice known or suspected problem gamblers back onto their premises with tailored Online customer tracking. Perhaps the most wor- freebies. The introduction of Internet gambling has rying concerns over Internet gambling is the way come at a price, and that price is an invasion of the sites can collect other sorts of data about the gam- gambler’s privacy. 564 GRIFFITHS

INTERNET GAMBLING IN A sonal preferences via a PC website, but subsequent MULTI-MEDIAWORLD information would be delivered via WAPphones. Applications could range from bank statements to The rise and challenges of Internet gambling can- personalized travel timetables, but could also in- not be seen in isolation, particularly as there is clude gambling. ever-increasing multi-media integration between So what types of gambling will work best on mo- the Internet, wireless application protocol (W AP) bile phones? Internet gambling lends itself most cell phones, personal digital assistants (PDA), and naturally to “casino-style” games like slot machines, interactive television (i-TV). It may be that people blackjack, roulette, and poker. These games require are more likely to spend money in particular media. more in the form of graphics, sounds and interac- Forinstance, the Internet can be described as a tivity. They are not really suitable for mobile de- “lean forward” medium. This means that the user vices, which (currently) cannot really support these (who is usually alone) takes an active role in deter- as well. Basically, mobile phone graphics and tech- mining what they do. Computers are better at dis- nology cannot compete with Internet web browsers. playing text than television and have a wider range Mobile phone gambling is best suited for race and of fine-tuning controls through the mouse and key- event betting. With mobile phone betting, all that is boards. This makes them more suitable for complex required is real-time access to data about the event tasks such as obtaining insurance quotations or to be bet on (e.g., a horse race, football match), and travel itineraries. In contrast, the television is a “lean the ability to make a bet in a timely fashion. Such back”medium, where the viewer (often as part of a facilities are easily provided by the web-enabled group) is more passive and seeks less control over third generation (3G) mobile phones, and the ap- what is going on. The television is better than the propriate software. At the present time, WAPphones’ computer at displaying moving images. This may biggest influence will be on sports betting. The plac- have implications for the types of gambling done in ing of the bet is not the driving motivation in event particular media. wagering. Since being the spectator is what sports Furthermore, i-TV may also help in one other im- fans are really interested in, the sports gambler does

portant area—trust. People appear to trust their tele- not need fulfillment from the process of gambling. vision even though it is accessing the Internet in the People betting on sports will use mobile phones be- same way as a computer. However, as argued above, cause they are easy, convenient and take no time to i-TV is a “lean back” service. If a person is relaxed boot up. Once they have their sports book regis- sitting back on their sofa, it will make television the tered as a bookmark on their phone, they can access key to creating a true mass market for online com- it and place a bet within minutes. 38 mercial activity (including gambling). In addition, However, things could well change over time. some i-TV services can be linked to actual television Some people have compared WAPmobile protocol programmes (such as betting on horse races). Brows- as the BASIC programming language of wireless In- ing and buying by i-TV is still in its infancy but look ternet. It is predicted that with fourth generation (4G) set to expand significantly in the future. mobile phones, customers will be able to play typical The emerging youth market is also a considera- “casino style” games like blackjack, poker and slots. tion. There is a whole Internet generation coming Within the next few years, the limitational aspects of through who may be the most positive about pur- the technological and protocol demands of mobile chasing online services. They may be happier to gambling—graphics, sound and displays on mobile enter credit card details online and/or meet others and PDA devices—will be largely resolved, with the online. This has the potential to lead to some big advent of 3G and 4G mobile devices. 39 changes as the profiles of these people will be radi- Advances will allow users to watch sporting cally different from previous users. events live on their phones while wagering in real The other significant media channel will be the time. Consider the following scenario. Abetting ser- mobile (cell) phone. 38 Although it is the most widely vice that knows where you are and/ or what you used channel, it is also the most limited in function- are doing has the capacity to suggest something ality. WAPpromised a simplified view of the Inter- context-related to the mobile user to bet on. For in- net but has so far proved disappointing. Success in stance, if the mobile phone user bought a ticket for this channel is more likely to come in the form of a a soccer match using an electronic service, this ser- hybrid service (e.g., WAP with PC Internet access) vice may share this information with a betting com- that could deliver personally and geographically pany. If in that match the referee gives a penalty for targeted information to people on the move. Con- one team, a person’s mobile could ring and give the sumers will be able to enter their details and per- user an opportunity (on screen) to bet whether or INTERNET GAMBLING 565 not the penalty will be scored. On this type of ser- opment of gambling practices and will continue to vice, the mobile phone user will only have to de- do so. Analysis of the technological components of cide if they want to bet, and if they do, the amount situational and structural characteristics in gam- of money . T wo clicks and the bet will be placed. bling activities indicate that situational characteris- Context, timeliness, simplicity, and above all user tics impact most on acquisition and that structural involvement look like enough to also convince peo- characteristics impact most on development and ple that never entered a bet-shop. maintenance. Furthermore, the most important of So who will be inclined to pay to play? The pene- these factors appear to be accessibility of the activ- tration of wireless gambling will mostly be contin- ity and event frequency. It is when these two char- gent upon the market penetration of wireless web acteristics combine that the greatest problems could users in general. The mobile phone market is already occur. This is well demonstrated by the worldwide large in many parts of the world. According to In- proliferation of slot machines (and the associated ternational Data Corporation , there are 100 million problems that go with them). It may also give us in- mobile phone users in Asia and 60 million in Eu- sight into what might happen concerning the spread rope.39 The United States is behind but catching up of Internet gambling. fast. By 2004, International Data Corp. predicts there It can be argued that games that offer a fast, arous- will be close to 1.3 billion web-enabled cellular ing span of play , frequent wins, and the opportu- phones globally. Motorola predicts that by that same nity for rapid replay are associated with problem year, more consumers will be accessing the Internet gambling.1 This observation has been made in rela- from a wireless device, than a wired one. 39 If these tion to slot machines by researchers all over the numbers are combined with the popularity of gam- world (e.g., Australia, United States, United King- bling, it could be speculated that there is the basis dom, Canada, Spain, Holland, Germany). There is for a very profitable enterprise. no doubt that frequency of opportunities to gamble The expected market share of the mobile gambling (i.e., event frequency) is a major contributory factor industry remains to be seen. At present, casinos that in the development of gambling problems. 41,42 As operate out of the Caribbean constitute 75% of the argued above, slot machines have an event fre- 39 Internet gambling market. The estimated revenues quency of every few seconds, whereas many lotter- of that market are currently $2.6 billion, with Amer- ies have an event frequency of once a week. The icansmaking up 65% of the Internet gaming mar- general rule is that the faster the event frequency, ket (Merrill Lynch , 2001, cited in Kriz 39). If the focus the more likely it is that the activity will cause gam- shifts from Internet to mobile phone gambling, the bling problems. Addictions are essentially about re- American share of the market will drop as the up- wards and the speed of rewards. Therefore, the more take of mobile phones has been slower there than potential rewards there are, the more addictive an on other continents. activity is likely to be. Mobile phone gambling is being pioneered in The most important point to make about event some places already. For instance, the Hong Kong frequency concerns the definition of “rapid replay.” Jockey Club has combined forces with a number of In general, the lower the event frequency, the less local mobile phone companies to create an SMS- problems there tends to be—at least based on the based “ Telebet” account. T elebet accounts have a empirical evidence (although there are exceptions facility for placing instant bets. Furthermore, the to the rule). There is little doubt that technological technology allows money transfer between the cus- advance could have a large impact on “rapid re- tomer’s bank account and their T elebet accounts. play.” Given the time, money, and resources, a vast To facilitate and maintain interest, mobile phone majority of gambling activities are “continuous” in gamblers are given wireless broadcasts of racing re- that people have the potential to gamble again and ports, racing commentaries, betting odds and the again. latest racing and lottery results. In the first 5 months, There is no precise frequency level of a gambling the Jockey Club signed up 22,000 users—a number game at which people become addicted since ad- it took 8 years to reach with their previous remote- diction will be an integrated mix of factors in which betting device attempts. 40 frequency is just one factor in the overall equation. Griffiths1 has outlined other factors and dimensions (external to the person themselves). These include CONCLUSION the following:

As was asserted at the beginning of the paper , Stake size (including issues around affordability, technology has always played a role in the devel- perceived value for money) 566 GRIFFITHS

Event frequency (i.e., time gap between each ment), they are a direct result of the structural char- gamble) acteristics and could not have influenced gambling Amount of money lost in a given time period behavior independently. It is for this reason above (important in chasing) all others that a structural approach could be po- Prize structures (i.e., number and value of prizes) tentially useful. Probability of winning (e.g., 1 in 14 million on Much of this paper has discussed the potential the lottery) downside of technological innovation. However , Size of jackpot (e.g., over £1 million on the lottery) technology also needs to be used in the prevention, Skill and pseudo-skill elements (actual or per- intervention, and treatment of problem gambling. ceived) For instance, technology could be used for health “Near miss” opportunities (i.e., number of near promotion using both the Web and video games/ winning situations) CD-ROMs. Internet gambling sites could feature Light and color effects (e.g., use of red lights on links to relevant gambling awareness sites. For those slot machines) sites which analyze their online tracking data, it Sound effects (e.g., use of buzzers or musical may be the case that such data could be used to tunes to indicate winning) identify problem gamblers and help them rather Social or asocial nature of the game (individual than exploit them. Help in the form of online ther- and/or group activity) apy may be an option for some problem gam- Accessibility (e.g., opening times, membership blers.43,44 rules) Finally, Internet gambling service providers must Accessibility (e.g., number of outlets) be socially responsible on the Web and should ad- Location of gambling establishment (e.g., out of here to the following guidelines (adapted from town, next to workplace) Smeaton and Griffiths 45): Type of gambling establishment (e.g., betting shop, amusement arcade) Implement age checks —There needs to be a system Advertising (e.g., television commercials) built into debit and credit card transactions that

The rules of the game (i.e., ease of understanding) proves an effective check on age. Implement age verification checks —Any customer Each of these differences may (and almost cer- wishing to register should have their age verified tainly does) have implications for the gambler ’s before their application is accepted. This proce- motivations and, as a consequence, for the social dure should be clearly displayed in the registra- impact of gambling. It is also the case that techno- tion page, thus ensuring that no one under age is logical advances could influence almost every one able to access the member ’s pages on the site, of these characteristics. For instance, on the issue of and have the opportunity to set up an account. gambling alone or with others, technology could Restrict methods of payments —If age verification have a negative impact. checks cannot be carried out on new customers, Further examination of structural characteristics then methods of payment should be restricted to in the list above demonstrates that, for many of the credit cards only. All other forms of payment such categorizations (e.g., the near miss, light and color as debit cards, personal and bankers’ cheques, effects, sound effects, skill levels), it is difficult to sep- wire transfers, and postal orders are available to aratethe gambler’s individual psychology from the individuals under the age of 18, and therefore situation. For instance, the success of a slot machine’s could lead to underage online gambling. structural characteristics (where success is defined Set credit limits —In addition to credit worthiness as an increase in gambling due to the structural checks on account holders, limits should be placed characteristic) depends upon the psycho-structural on how much they can commit. This can either interaction. The importance of a structural charac- be a financial limit per session or per day. teristic approach to gambling is the possibility to Include options for self-exclusion —Customers should pinpoint more accurately where an individual’ s have the opportunity to self-exclude themselves psychological constitution is influencing gambling from an Internet gambling site. Asystem that en- behavior. Such an approach also allows for psycho- ables them to do this should be in place, and clearly logically context-specific explanations of gambling explained. Any self-exclusion scheme should be behavior rather than global explanations such as “ad- easy to carry out, and run for at least 6 months. dictive personality.” Although many of the gambling- Include references to controlled gambling —There inducing structural characteristics are dependent should be references to the need to keep gambling on individual psychological factors (e.g., reinforce- under control (i.e., a risks of the game message) INTERNET GAMBLING 567

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