Casino

North America is forging the way when it comes to online gaming, that's for sure. And now the brainiacs at the University of Guelph in south-western Ontario are thought to have built a 'virtual casino.' All in the name of researching what goes on in the mind of the seasoned gambler.

A 360-degree image of Las Vegas is projected inside a huge sphere in which subjects are placed - the aim being to feel internalised within a gambling hub. Loaded up with all the sights and sounds of the actual casinos which exist within Las Vegas, the participants experience the trance-like state that is so common when gamblers enter a casino.

Professor of Marketing and Consumer Studies at Guelph, Karen Finlay, said:

"We started out by looking at the environment of the casino and identifying elements of the design that induce certain emotions which could impact the way someone gambles."

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