Previous work in gambling has yielded important findings regarding persistence at and preference for a gaming device. The current study investigates and extends the significant finding in slot machine laboratory research that win frequency is the best predictor of persistence as applied to actual data from $3/$6 and $0.01/$0.02 online No-Limit Texas Hold’em poker. Specifically, player persistence at virtual gambling tables was investigated in association with the frequency of wins by the player, the total betting activity of all players at the table, and the player’s summed financial outcome at the table. Results show that frequency of winning hands and total table betting activity were predictive of player persistence, and these relations were stronger for those who played tables sequentially rather than simultaneously. A player’s cumulative financial outcome at a table was not related to persistence in play. Directions for future experimental work are explored.



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