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Foviance Gambling Study
Our readers may recall previous reports on the activities of Foviance, a hi-tech researcher into online user-experience that has developed specialised technology to identify subconscious decisions made by gamblers.
Still working with the 3D Internet poker site PKR.com, the company has released the latest information gleaned from its eye-tracking Emotional Engagement Measurement technology.
This time the focus was on the presentation and structure of online gambling websites....and Foviance claims that it's findings challenge generally held beliefs in this area.
Foviance director Marty Carroll says that the research findings contradict the view that simpler, less visually-stimulating gaming environments attract ‘serious’ players, suggesting that minimalist, straightforward sites are in fact less emotionally engaging for the punters, leading to boredom and a shorter dwelling time on-site.
And much of the investment made by Internet gambling site operators to reduce the time and effort required to register might be ill-advised. “Our research found that it is more important that there is a smooth transition into the first game, including through the client download and cashier processes. Customers will be nervous about installing new software and will be excited about the game, so it is more important for operators to reassure them than it is to plunge them into the game as quickly as possible,” Carroll said.
The Foviance research has revealed that the five key forms of emotional response when using a website are cognitive attention, visual attention, emotional attraction, emotional engagement and an ‘apprehension/excitement’ index.
Carroll goes on to explain what these are, saying that cognitive attention is the mental effort applied to a task such as working out a website’s pricing structure; while visual attention is whether players are actively processing information or looking blankly at it. Emotional attraction is the degree to which respondents are affected by stimuli; and emotional engagement is their pattern of visceral activity during the experience. The apprehension/excitement index is how people respond to specific incidents such as winning or losing a hand.
Carroll added: “The results show that EEM can dramatically transform how customer behaviour is understood. It can help companies to understand how customers feel about their brand, why customers pick one online retailer over another and how they feel about the language used."
Danske Spil Bingo Moves to Microgaming -
The national lottery of Denmark, Danske Spil, is live on the Microgaming Bingo Network. Danske Spil, the Danish national lottery, is live on the Microgaming Bingo Network following a change to its licence conditions.
Quickfire live on Strendus -
Quickfire powered by Microgaming is extending its reach in the LatAm region with the signing of Strendus. Strendus is the online division of Logrand Entertainment Group. The group comprises several companies that operate gaming and entertainment establishments in Mexico, running 14 land-based casinos in total.
Quickfire content live on BetatHome -
Online gaming and sports betting company bet-at-home was founded in 1999. Today the company has 4.8 million registered customers around the world, offering sports betting, casino, live casino, Vegas games, poker and virtual sports.
Microgaming has donated £30,000 between four charities -
Gift of Giving provides Microgamingís customers the opportunity to vote for one of several charities in their region. In lieu of Christmas gifts, £30,000 is split equally between four global regions: Isle of Man, UK and Europe, Africa, and Rest of the World.
Entertainment Betting Odds: 90th Academy Awards -
The Shape of Water leads Sundayís 90th Academy Awards (8 PM ET, ABC) with 13 Oscar nominations, but when it comes to Best Picture, this highly-acclaimed film is a +140 second-favorite behind Three Billboards Outside Ebbing, Missouri at Ė115.
Fair Play Bets and QuickFire in Deal -
Fair Play Bets enjoys an unrivalled reputation for an outstanding player experience, with secure deposits and withdrawals, surprising casino bonuses and committed customer support. Fair Play Bets is licensed in UK, Malta and Curacao.
Cavaliers Aim to Take Down Wizards on 2/22/18 -
The Cleveland Cavaliers have looked like a different team since making their moves at the trade deadline. The Washington Wizards are up next for the Cavaliers, who will be at home after the All-Star break.
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