By Mitch Rice
While live casino game shows originally started life at a simple card table streamed to a browser, it is clear that the production values have in many cases grown substantially, with even the audio getting a thorough rethink. Gone are the days when background music and atmosphere played only a secondary role in hooking viewers in – in today’s climate, music and sound design are key elements of game show design. Whether players enjoy coming back for more, their responses may suggest that atmosphere is key.
Sound as a design tool, not decoration
Producers working in the UK live casino format have learned that sound design and ambient scoring are as carefully engineered as the game mechanics themselves, shaping player tension and pacing in ways that visuals alone cannot achieve. A recent study published by the American Psychological Association examined the relationship between the tempo of music on consumer behaviour and found that the rhythm and pace of music influences people’s tempo of decision-making. This can have important implications for the design of games shows, which typically feature fast-paced rounds.
Most studio produced games such as Crazy Time or Deal or No Deal Live create their audio environment as a series of layers. These can include the ambient background of the game itself, audio or voicing used by hosts, and musical stings and events associated with specific elements such as wheel spins and bonus rounds. These elements together create a continuous mood or feel during and between game play sessions.
The psychology behind the playlist
Research into the effects of music on gambling behaviour has found that tempo can heavily influence wagering decisions, with faster tempos leading to quicker bets and slower tempos leading to longer playing sessions with more ambient soundscapes. The latest figures from The Gambling Commission, published in the first set of gambling behaviour statistics, reveal that the live casino audience is growing at an increased rate, with more customers than ever before experiencing the music and sound design engineered into live casino environments.
Audio, whether intentionally designed that way or not, may go to great pains to ensure that the peaks of emotional response coincide with the player’s greatest doubts of actual failure. This may leverage the mathematical intentions of the game’s designer to ensure that players are feeling their most nervous right when failure is least expected.
Regulation, responsibility, and the audio question
Regulators of government sanctioned media oversight using UK digital entertainment policy are beginning to pay more attention to the way immersive design is used. Is an audio or sound landscape that draws players into an exciting experience also increasing the risk to vulnerable players? This is an emerging policy issue particularly in relation to video games, with discussion still at an early stage. While frameworks exist to manage elements such as bonusing and staking limits, the role of sound design remains largely unexplored.
There is a tension here for game show producers, as using high production values may attract viewers, but using techniques such as illusion and trickery that are used to create the show could also increase compulsive behavior. Future responsible gambling measures may have to take into account the degree of transparancy needed to inform viewers about how such shows are produced.
What the audio arms race means for players and producers
The intersection of video games, broadcast television, and online gambling in live casinos has turned sound design into one of the most critical yet overlooked aspects of the experience of playing these games. As the industry continues to grow, it is increasingly important for regulators and game designers to recognize the documented relationship between sound and decision-making.
Data and information are provided for informational purposes only, and are not intended for investment or other purposes.
