Impacts of Winning Money on Player's Gaming Behaviour at Online Gambling

The gambling industry is growing rapidly. The Internet has strongly influenced gambling since a new form of gambling – online gambling - evolved because of this invention. This form of gambling generates data, which can be used for several purposes. One purpose being for gambling providers to understand their customers better. This thesis presents an attempt to generate knowledge out of data from played rounds on an online gambling platform about the immediate impact of winning money on player’s behaviour. This is done by using data analysis, clustering and regression. Furthermore, the data used for this thesis does not include customer data due to the high standards regarding data privacy of gambling providers. Instead, only the data of the played rounds is used. The results show that players overall barely change their behaviour after winning even larger amounts of money. Furthermore, no universal amounts of money could be found where the behaviour suddenly changes significantly. Finally, the attempt to find trends in behavioural changes with increasing winning sums, shows that players tend to play their next round quicker, the more money they have just won. These findings imply that the chance of winning money might not be a significant factor for many online gamblers.