Encoding chance: a technocultural analysis of digital gambling

Abstract

This thesis explores how gambling and gambling-like practices are increasingly mediated by digital technologies. Digital gambling brings gambling closer to the practices and features of videogames, as audiovisual simulations structure users’ experiences. New forms of digital gambling have clear political implications and institute new economic dynamics, as operators increasingly rely on the exploitation of constant interaction, as well as fostering compulsive play. By studying digital gambling from media studies, videogame and cultural studies approaches, this thesis offers a new critical perspective on the issues raised by computer-mediated gambling, while expanding our perspective on what media and gambling are. Current research on gambling practices and markets in disciplines such as psychology, sociology and law has positioned wagering as an exceptional activity because of its association with problem gambling, taxation and financial loss. The increasingly malleable nature of digital gambling media complicates these understandings. Digital gambling and play take a number of shapes: state-of-the-art slot machines, desktop platforms and mobile apps for smartphones and tablets. These cultural forms involve both gambling companies such as Aristocrat and IGT, and videogame companies such as Atari and Zynga. Digital gambling products are consumed by millions of users, primarily in Australia, Europe and North America. In contemporary forms of digital gambling, many users have a gambling or gambling-like experience with or without real money involved. Consumers pay with money and/or labour and/or time and/or access to their digital social networks and contacts. These dynamics represent a significant departure from previous gambling studies, which only consider gambling as those games that involve real money and are demarcated from everyday life. The development of digital gambling sees new cultural forms, including gamble-play media (gambling and gambling-like platforms constructed as videogames), the procedure-image (images that articulate interactive rhetoric), mobile social gambling (the practice carried out through social casino apps) and gambling-machines (an iteration of Deleuze and Guattari’s desiring-machines). Digital gambling operates through assemblages that are materially heterogeneous and increasingly deterritorialised. Through a selection of case studies – including the 3D online casino PKR, the mobile apps Slotomania and Slots Journey, the Electronic Gaming Machine market in New South Wales, Australia, and the online casinos PokerStars and 888 – this thesis analyses the interplay between various digital gambling assemblages and their relations to other media such as videogames and social networking sites.