Australia Explores the Influence of Round Losing Sounds on User Behaviour

Neil Walshe, the Creative Director of the It’s Friday marketing agency, has suggested 1 possible factor behind excessive play: the absence of an audio signal on losing rounds.

Experimental Project to Tackle Gambling Addiction

Mr Walshe conducted his research to determine whether incorporating a sharp acoustic reminder could help lessen uncontrollable engagement. The expert initiated The Losing Sound project, with support from Milos Photography and Rumble Studios’ specialists.

The experiment features 6 brief music tracks that mimic a round failure, similar to cues in video games. Most variants are individual melodies that last approximately 3 seconds, while one version is a straightforward voice message stating, “You lose.” Each option was deliberately crafted to be mildly uncomfortable psychologically.

Jeremy Richmond, Rumble Studios’ composer and the project’s lead melodist, underscored that some machines emit celebratory sounds even when the session actually concludes with a loss. The goal here was to produce an audio effect that would make players recognise the real extent of their expenditures, triggering a strong sense of caution. By evoking this emotional reaction, the specialist hopes to encourage users to pause or halt before losses escalate.

How the Gambling Industry Reacted to the Project

The study confirms that sound design directly shapes player behaviour. Mr Richmond highlights that businesses are well-informed of this and often configure products to reduce the perception of loss, using upbeat melodies even during non-winning rounds.

A selection of sharp music tracks created by enthusiasts is freely accessible to the public. However, major brands have not yet demonstrated significant interest in adopting this initiative.

Meanwhile, Australia has already implemented strict gambling restrictions. To name a few:

1. New South Wales has introduced machine blackout periods during which RMG sessions are not available.
2. In Victoria, the maximum deposit limit has been lowered from AU$1,000 to AU$100.
3. Self-exclusion tools and personal wagering caps are obligatory elements of every certified gaming machine in the state.

Public Backing for the Initiative

Despite ongoing government efforts to curb the illicit entertainment segment, Australians still face considerable risks from it. An NSW ILGA report indicates that last year experienced record losses on pokies, a 9% YoY increase.

Community organisations assisting individuals affected by ludomania, such as Stories of Hope and The Truth About Addiction, strongly endorse this project and have joined in promoting the initiative. These groups also advocate for a total prohibition on gambling advertisements.

Campaign’s First Outcomes and Long‑Term Outlook

Mr Walshe is confident that introducing a loss sound could serve as a highly efficient instrument against excessive play. During testing, users ceased gambling after 30 minutes, and each participant mentioned that the new signal could help reduce the tendency to sink deeper into sessions. Importantly, all the respondents were active gaming enthusiasts.

The project’s author now intends to advocate for the nationwide adoption of such an audio system across all pokies. He emphasised that ludomania ruins families and lives. If the initiative raises awareness about the problem’s scale, that alone will be a success.

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