Frank Floor Talk: The siren calls of the casino floor

Monday, January 27, 2025 11:50 AM
Photo:  Shutterstock
  • Commercial Casinos
  • John G. Brokopp, CDC Gaming

All major slot machine manufacturers understand that high-quality graphics and engaging game mechanics are essential for creating successful games.

One significant sensory factor often underestimated is the audio technology and its capability to attract casino guests from various distances on the casino floor.

Philip Bennett, featured on Pierdom.com, researched slot machine audio and wrote an essay titled “Slot Machine Sounds: How Sound Design Influences Player Behavior”.

The author acknowledges that sound design is a pivotal tool in creating player experiences across the entire casino floor, but it is the slot floor and the games themselves that bring out this reality most vividly, writing “from the captivating jingles of a successful spin to the rhythmic whirring of the reels, slot machine sounds are meticulously crafted to captivate players and foster a sense of immersion”.

Sound, Bennett discovered, weaves what he describes as an “intricate psychology” that exhibits a profound impact with both the brick-and-mortar and online casino worlds.

The characters that slot developers create and develop to wrap around the games elicit player loyalty. However, it is the sounds and music associated with the characters, game mechanics, and winning spins that players thrive upon.

“The auditory elements of slots are carefully crafted to enhance the overall gaming experience, creating an immersive environment that captivates players,” Bennett observes. “Slot machine sounds are designed to evoke emotions, trigger excitement, and maintain player engagement throughout the gaming session.”

Ultimately, the all-important driving force TOD (Time on Device) is fortified with the audio associated with the spinning of the reels to the anticipation-building sound effects that accompany every win. This strategic implementation of sound design is crucial to the success of the game, making it every bit as scientific and research and development worthy as the games themselves.

Bennett researched the results of studies which showed that auditory cues in slots can affect player arousal levels, the decision-making processes, and overall satisfaction with the gaming experience.

“Understanding the psychology behind slot machine sounds is not just beneficial, but essential for game developers and operators, as it empowers them to create games that resonate with players on a deeper level,” Bennett writes. “Ultimately, the effective use of sound design in slots contributes to a more enjoyable and rewarding gaming experience for players.”

Bennett’s research also highlights a neuroscientific perspective. He discovered that sound exerts a profound influence on brain activity, eliciting physiological responses and modulating cognitive processes.

For example, he cites that specific auditory stimuli can trigger the release of dopamine (a neurotransmitter associated with pleasure and motivation) in the brain’s “reward circuitry”. Bennett concludes that the auditory feedback accompanying each spin, win, or near-miss prompts a surge of dopamine release, which, he says, “reinforces the players’ intrinsic motivation to continue playing”.

Bennett identifies four sound design elements that influence player experience and behavior: reel spins, winning sounds, loss sounds, and background music.

He describes “reel spins” being accompanied by distinct sounds often resembling mechanical clicks or electronic “whirs”. The sounds are designed to create anticipation and excitement as players await the outcome.

Winning sounds are just that: Celebratory audio such as bells ringing, coins jingling, or even applause. They evoke feelings of pleasure and satisfaction, encouraging guests to continue playing as the positive reinforcement sets in.

And, yes, there are even loss sounds if you listen hard enough. They may be subtle or muted, such as a soft chime or a descending tone. Bennett explains that they are designed to “soften the blow” while at the same time mitigating negative emotions while encouraging players to persevere and try again.

Then there is the background music which is becoming increasingly popular. Often subtly associated with the game’s particular theme, the tunes are present to influence the player’s mood, creating a relaxed, and at the same time energized, atmosphere conducive to prolonged gameplay according to Bennett.

This columnist can think of no greater example of the effective use of auditory stimuli than Aristocrat Gaming’s Buffalo franchise, that enduring theme that has remained popular for decades while going through dozens of game and design iterations to satisfy the demand of millions of slot players world-wide.

The sound effects of the coveted gold coins as they pop up on the reels one by one as players anticipate anxiously a third coin, possibly a fourth, or perhaps even the rare fifth coin which will send the game into “bonus land”.

Or how about the sound effects of the hooves of herds of buffalo as they thunder across the plains on your screen, the “snorting” sounds, or the signal cry of “BUFFALO!” by the frontiersman as the iconic buffalo symbols pop up across reels one, two, and three, and hopefully even reels four and five. Players have come to expect a major line pay is on the way!

It is all about reinforcement and conditioning according to Bennett, who claims they establish enduring associations between specific sound cues and gameplay outcomes, fostering a cycle of engagement and motivation to play.

“The sonic landscape of slots is intricately tailored to evoke a spectrum of emotional responses in players, ranging from exhilaration to tranquility,” he writes. “Various sound characteristics, such as pitch, tempo, and frequency play pivotal roles in modulating players’ emotional states during gameplay.

“High-pitched sounds and rapid tempo intensify excitement and arousal, whereas lower frequencies and slower rhythms induce feelings of relaxation and contentment. Game developers can orchestrate nuanced emotional experiences that enhance player immersion and enjoyment by strategically manipulating these sonic elements.”

Bennett reasons that slot machine sounds exploit inherent cognitive biases and heuristics to influence players’ decision-making processes and behaviors during game play. He writes that the illusion of control is perpetuated by the sounds heard when the reels spin or when you almost win. Similarly, he cites the gambler’s fallacy that past outcomes influence future results can be reinforced by specific sound cues associated with winning spins.

This is where, this columnist submits, that the popular “Perceived Persistence” and “True Persistence” mechanics of slot machines come into play. Bennett concludes that specific sound cues can cause players to play longer, chasing perceived patterns or lucky streaks.

Bennett also writes “while slot sounds are undeniably effective at enhancing player engagement and enjoyment, it is imperative to address their potential implications for responsible gaming practices”.

“For some individuals, the immersive auditory experience of slot machines may exacerbate tendencies towards compulsive or addictive behaviors, leading to adverse financial and psychological outcomes,” he believes. “To mitigate these risks, both land-based and online casinos must not just consider but prioritize responsible gaming initiatives and implement safeguards.”

His recommendations include setting time and spending limits for players, providing access to self-inclusion programs and support resources for individuals experiencing gambling-related harm, and promoting awareness of the potential risks associated with excessive or problematic gambling behaviors.

John G. Brokopp is a veteran of 50 years of professional journalist experience in the horse racing and gaming industries