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Addiction by Design is a 2012 non-fiction book by Natasha Dow Schüll and published by Princeton University Press that describes machine gambling in Las Vegas. It offers an analysis of machine gambling and the intensified forms of consumption that computer-based technologies enable and the innovations that deliberately enhance and sustain the 'zone' which extreme machine gamblers yearn for. Schüll provides her own evidence in support of how new technologies are utilized as well as the overall design of gambling machines to draw in problem gamblers.

The book received attention in connection with how current information technologies, in certain contexts, can make people addicted.

Background
Written in 2012, the book illustrates the changes in machine gambling and how it continues to advance as technology evolves and introduces how it can change in the future. Based off of 15 years of research, Schüll draws the connection between the designing of slot machines and how the environment it provides helps enable gambling addicts. The book is split into four different parts with the first two focusing on how professionals will construct the machines to be alluring and to maximize the amount of time an individual will spend playing. The final two parts Schüll turns the attention towards gambling addicts themselves (ADD)

Casino and Slot Machine Design
In accordance with the research Schüll conducted, professionals spend a lot of their own time trying to discover ways to draw in gamblers through both their design of casinos as well as the machines themselves. By programming machines to result in players winning more often but in smaller amounts, to give them the same sensation as if they were actually making profits from playing. However in reality, the players are actually losing money while playing, but the very-small wins allow for the reinforcement of gambling intensity. Other methods have since been adopted to make machines more appealing such as free-spins. This helps drive problem gamblers and gives players the incentive to place larger bets after winning their free-spins. Players also would gamble for longer just trying to reach the chance to once again have a free-spin. Sounds and flashing lights that machines play when winning the jackpot or receiving free-spins are also specifically designed to leave a player with an accomplished sensation. The dopamine rush that occurs from this can cause players and problem gamblers to make irrational decisions and lose control over impulses. Problem gamblers are specifically what casinos will target as a majority of their profit comes from these players. Problem gamblers alone can generate "anywhere from 30 to 60 percent of total gambling revenues". Loyalty cards used by some casinos actually allows for casinos to track how much their consumers are spending, when they often visit, how often they win or lose and how this effects how long they play Casinos are able to transform their floors to be more engaging to these specific players and draw them in to spend more and play longer enabling addiction. This can have an affect on both the mental and physical health of individuals, but casinos are designed with these players in mind. This can purposefully put gamblers at risk promoting these patterns of behavior to draw them back in. Governmental regulations have been put in place trying to reduce the destructive behavior that casinos can enable and to prevent potential health risks.

Ethics Behind Machine Gambling
Other researchers like Schüll have offered their own insight to the dangers behind slot machine gambling. With the introduction of machine gambling into the twentieth century many states in the United States already written anti-lottery provisions directly into their constitutions. Although other forms of gambling exist, slot machine gambling contributes the most to problem gambling compared to any other form. Being a more addictive form, it has earned the title of being the "crack-cocaine" of gambling and the validity behind machine gambling is becoming more of the question. Many have begun to question the legality of machine gambling and the mental and physical drain it can have on individuals. Even if a player is losing, they will continue to play with the hope of winning any amount, even if they are winning less than the amount they are betting. This idea can be described as the "machine zone" where everything but the machine in front of the player seems to disappear. Gamblers may not be playing in hopes of winning, but rather to stay in this zone as long as possible. The instant gratification gained from each spin is believed to help lead players into this state. In order for this to continue, nothing must interfere between the player and the machine. With many gamblers playing until they no longer can, many do not enter to win, but rather stay in this zone as long as possible. The psychological strain that can be an effect of this helps connect the idea of why machine gambling is described as the "crack-cocaine" of gambling.