Industry analysts estimated that Australians lost nearly AU$31.476 billion (US$22 billion) on pokies (local gambling machines) between 2022 and 2023 alone. Neil Walshe, the Creative Director of the marketing agency It’s Friday, has voiced a hypothesis: 1 reason for excessive gaming may be the lack of an audio signal on a non-winning round.
Experimental Project to Combat Ludomania
The specialist decided to conduct his study to test whether adding a sharp acoustic reminder would help reduce uncontrollable engagement. Mr Walshe launched an initiative called The Losing Sound, supported by Milos Photography and Rumble Studios experts.
The experiment uses 6 short melodies to simulate a round failure, like in video games. Most are created as separate music tracks, each lasting about 3 seconds. One option is a simple voice message saying, «You lose.» Each variant was intentionally designed to be slightly uncomfortable psychologically.
Jeremy Richmond, Rumble Studios' composer, served as the project’s lead melodist. He noted that some machines play victory audio effects even when the session’s outcome actually results in a net loss. The specialist wanted to create a sound that would make the user realise the magnitude of their spending and evoke a clear sense of caution. This emotional response can motivate a person to stop.
Industry’s Response to the Initiative
Research shows that acoustic accompaniment directly influences user behaviour. According to Mr Richmond, businesses are well aware of this effect and often configure products to minimise the perception of loss, including through melodies during rounds.
A collection of sharp music tracks developed by enthusiasts is available for free to anyone. Nevertheless, major brands have not yet shown great interest in implementing this initiative. Meanwhile, Australia already has tough gambling restrictions in place.
To name a few:
- New South Wales has designated machine blackout periods when real-money gaming sessions are unavailable.
- In Victoria, the maximum user deposit amount has been reduced from AU$1,000 to AU$100.
- Self-exclusion tools and personal betting limits are mandatory components of every licensed pokie in the country.
Public Support for the New Project
Despite government efforts to combat the underground gambling sector, Australians continue to suffer significant risks from it. According to an NSW ILGA report, last year saw record losses on gaming machines, 9% higher YoY.
The initiative has received support from community organisations that help people with ludomania. In particular, Stories of Hope and The Truth About Addiction, which also advocate for a complete ban on gambling ads, have joined in promoting the project.
Campaign’s Initial Results and Prospects
Mr Walshe believes that implementing a loss sound could be an effective tool with long-term impact. During tests, participants stopped playing after 30 minutes. Each user noted that the new signal could reduce excessive session sinking. Notably, all the respondents favour gaming.
The project author plans to push for the implementation of a similar audio system in all pokies nationwide. He stated that ludomania destroys families and lives. If the initiative helps people understand the scale of the issue, that will already be a victory.
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