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SY DE 542An Atypical Example of EID

March 21, 2005

R. ChowEmail: chow@mie.utoronto.ca

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The Problem with Gambling• Estimated # of problem gamblers

– In US: 5,500,000 (1999 figures)– In Canada: 600,000 – 1,200,000 (1996 figures)

• Key factor: access to gambling opportunities– Consider new casinos along Canada-US border– Online casinos

• EID to reduce problem gambling– 542 project by Pascale Proulx– Specific focus: Video poker

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Problem Gambling• Underestimate losses, chances of losing• Over-estimate chances of winning (back)• Results:

– Play longer … Lose more– Forget amount lost– Forget time played

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Why EID?

• Help user develop accurate mental model– odds of winning and losing

• Reduce memory load– Playing time– Amount won / lost

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Functional Purpose

• House:– Make Profit

• Client:– 90% say “Entertainment”– 84% say “Win Money”

(Burns and Proulx, 2002)

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Abstract Function

• Money Flow (House Client)• “Entertainment Value”

– Modelled as a Fun / Cost ratio– Non-problem Gamblers: Fun / Cost > 1– Problem Gamblers: Fun / Cost < 1

(i.e., cost increases over time, fun decreases over time)

(Burns and Proulx, 2002)

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Generalized Function

• Processes of:– Betting – Generating Results– Giving payoffs

(Burns and Proulx, 2002)

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Physical Function

• Money, Cards, Chips …

Physical Form

• Appearance and location of money, cards, chips …

(Burns and Proulx, 2002)

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Implementations

Setting the context – Money and Value (AF)(Burns and Proulx, 2002)

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Implementations

Metaphor of Cool vs. Dirty Dog (FP)(Burns and Proulx, 2002)

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(Burns and Proulx, 2002)