Whether you win or lose, there’s something about betting that keeps you coming back for more. Science would say it’s because of the dopamine that hits your brain whenever you feel rewarded by placing bets.
There is science behind casino and sportsbook operators making sure you come back or at least feel tempted to place more real money bets on their platforms.
The Psychology of Gambling and How Bookies Are Using This
Gambling taps into several psychological principles that make it highly engaging and, for some, addictive. Bookies are well aware of these principles and use them to keep bettors playing even when they’ve already lost a significant amount.
Different psychological principles can be related to gambling. For example, a study published in the journal Nature Reviews Neuroscience examined the role of dopamine in gambling addiction.
That highlights how the brain’s reward system is hijacked by the unpredictable nature of getting rewarded by gambling. So, bookies tend to focus on this, especially when it comes to their marketing strategies.
Targetting High Rollers or Profitable Punters
If you’ve been gambling for a while and have placed a significant amount of bet, chances are, you’re already under a bookie’s radar.
A few years back, The Guardian released a report talking about how big names in the industry like Paddy Power, Betfair, William Hill, and Ladbrokes would use “stake factoring” to restrict the betting limits of winning customers and encourage losing customers to bet more.
Basically, what’s claimed to be happening is that if a customer is consistently winning, their max bet limit is gradually reduced. Then those who lose frequently may be given a higher stake factor that would sometimes exceed the normal max bet limit.
They do this to maximize their profits and protect themselves from losses. The practice is justified as a way to level the playing field against those who might be cheating or exploiting loopholes, but critics argue it’s also used to unfairly target skilled or “shrewd” bettors.
Offering “Exclusive” Bonuses Boosted Odds
Plenty of bookies bank on their rewards system to attract new players and keep their customers coming back online. This is why once you’ve emptied your account; some sites might alert you of an exclusive offer so you can make another deposit.
For sports punters, they would offer free bets, but of course, this type of offer can’t go on. They are still after making profits, after all. So, the best they can do is offer boosted odds that can increase your potential payout on a particular bet. Typically, boosted odds are offered for a limited time which helps make punters feel like they need to take advantage of it.
Loyalty Programs and Gamification of Betting Progress
Bookies create loyalty programs that reward bettors with points for every bet placed, which can be redeemed for bonuses, free bets, or other perks. These programs often have multiple tiers, encouraging bettors to wager more to unlock higher levels and better rewards.
Gamification elements such as leaderboards, achievements, and challenges can then add a competitive and fun aspect to betting. This taps into the same psychological factors that make video games addictive.
Using Manipulative Software
Manipulative software is another tactic bookies use to keep bettors hooked. This software can adjust odds in real-time, making it appear as though bettors have a better chance of winning than they do.
This has become an issue in India recently. Times of India reported that bookies would hire software companies to create “doctored apps” that can keep customers hooked by allowing small wins while the bookie wins most of the large bets.
An official interviewed regarding this issue said, “These experts also create temporary links, user IDs, and passwords for cricket bookies. These are distributed to punters against deposits, and renewed after additional payments.”
No bookie has been named on the report, and this is why punters need to do some research about a specific bookie before they even make a deposit.
Wrap-Up: Ensure You’re Dealing With a Legit Online Gambling Platform
While there are bookies that get into questionable practices to promote their services, online gambling can still be a safe activity.
Regulated casinos and sportsbooks are the best way to go, and these are platforms with licenses from certain jurisdictions like Malta, Curacao, and Gibraltar.
So, don’t just go for the first online gambling sites Google recommends the next time you search for the best platform. Take some time to look into the brand and make sure they’ve got the reputation to back their claim of being a safe and fair betting site.
