This paper proposes that current research into electronic gaming machines (EGMs) may benefit from a number of methodological and conceptual approaches that effectively capture the dynamic relationship between individual preferences, gambling goals, and their personal behaviors and feelings. I propose to extend traditional research methods to studying individual preferences and gambling goals within an environment of shared personal and behavioral goals and beliefs. The paper then suggests that this understanding can provide a framework for research about gaming that is both theoretically and qualitatively sound. Finally, I suggest a number of directions for future research that would build on and extend the above framework.
Traditional research has traditionally focused on studying the relationships between game performance, personal attributes, and gambling motives. I argue that there is another important dimension that should also be examined – the personalization component of gaming. Personalization encompasses aspects of the technological environment such as gaming machine features such as graphics, music, noise level, and random number generators and the relationship of these features can have with personal characteristics and preferences. This dimension is particularly important because it potentially predicts gaming behavior and outcomes in individuals who are relatively familiar with gaming and the associated machines. The present research should investigate the role that personalization plays in relation to both the mechanics of engagement and the entertainment value of gaming.
In my opinion, the present research provides a solid foundation for future study of the relationship between personal qualities and preferences, gambling objectives and motivations, and the characteristics and experiences of gamers when placed in a specific setting. I believe that this research provides a number of important insights that could help gaming machine designers as they create new machines. The present findings suggest that designers of new Egged machines might want to consider personalization and its role in the design of gaming machines. Gamers may very well have an emotional attachment to their gaming device, even if they do not readily admit this. This attachment can have a strong effect on the way that they interact with gaming devices and the entertainment they receive from them.