When choosing a game, we think that our choice is based on our perception of fun and our assessment of which game will provide the highest level of entertainment. Psychologists, however, have found that this isn't accurate. Game choices, their research shows, aren't random preferences but are based on cognitive biases, needs and the brain's reward system.
Regardless of your age, previous gaming experience, proficiency level or the culture from which you come, when you sign into the real online casino, your selection will be geared towards fulfilling those specific psychological mechanisms.
What drives the choices that you make when you choose a game?
Around the World
Research has found that, regardless of the area of the world in which you live, anyone who is getting ready to play a game will likely make the game choice based on a few core principles. They include:
- The Self-Determination Theory that posits that people are motivated to choose games that satisfy their need to feel competent (i.e. games with leveling systems and leaderboards), games that encourage choice and control (i.e. games that allow you to choose your own path), and games that promote connectivity (i.e. games with social chat features).
- Variable Rewards which refers to the thrill that we get from playing games, especially games of chance. This feeling of satisfaction is rooted in our brain's neurochemistry which is expressed by the surge of dopamine that we get when we win a reward or anticipate an uncertain outcome. Games that provide rewards at unpredictable times (like slot machines) are highly engaging because the brain keeps trying in the hope that this next attempt will be the one that pays off. When we see an outcome that is "almost a win" the brain's reward centers activate and fuel the desire to make another attempt.
- The Illusion of Control encourages people to choose games where they feel like they can have some influence over a random outcome. That's is why players might choose their own lottery numbers, blow on dice, or insist on pushing the button that spins the reels, even though the result is random.
Ultimately, our game choices are a window into our deepest psychological drives. But cultural preferences play a great role in game choice as well. Why is baccarat so popular in Asia but not so much in the Western world? Why is roulette the game of choice in much of Northern Europe but of little interest in Southern Europe? Why is "pokies" – slots – the game of choice throughout Australia and New Zealand?
Cultural Preferences in Game Choice
Psychologists and sociologists have found that, worldwide, players generally strive to meet the same psychological needs when choosing their games. However, the games that people choose and their reasons for playing them are also deeply influenced by cultural norms, beliefs, and societal values which vary in different areas of the world. The choice of game is often not just about chance or money, but about fulfilling underlying psychological needs in a culturally acceptable way.
Some of the concepts that explain how game choices differ globally include:
- Attitudes towards risk and fate. In different cultures, the concepts of luck, destiny, and control are viewed very differently. These perceptions impact the choice between games of pure chance and games of skill. For instance, in some Asian cultures, there's an emphasis on destiny/luck so games based on pure chance, like lotteries or simple dice games are favored. It's less about skill and more about "testing one's fortune" – fate. Conversely, in many Western societies, the emphasis is on skill and control so there's a greater preference for games like poker and blackjack, where skill plays a role.
- Social vs individual motivation. Different cultures are drawn to games based on the game's purpose -- whether to socialize or to compete individually. In many communities, especially in East Asia and among specific ethnic groups worldwide, games like Mahjong or specific card games are integral to family gatherings, festivals, and social connections. The reward isn't as important as the social connection. In many Western societies, gambling tends to be a solitary pursuit so games that promote that type of activity (like playing a slot machine) are favored
- Deign preferences and narratives. In many societies, notably China, games that integrate traditional cultural elements into their narratives and visual design (architecture, history, festivals, etc) are popular because they satisfy a need for cultural identity. This need seems to be less prominent in Western societies, where autonomy and competence are more valued.
You might think that your choice of game is an individual preference but research tells us that your choice is the product of the cultural lens through which you view risk, social interaction and personal fate. Culture influences our game choices by shaping the fundamental motivations for play, the preferred content, and the desire for cultural representation.
That's a lot to think about the next time you login to your casino account as you anticipate a gaming adventure of fun, excitement and cash prizes!
