University of Western Sydney Gambling Studies experts say the current responsible gaming strategies don't work, because many poker machine players can't make rational decisions while they're sitting in front of the machine.

Professor Mark Dickerson and Dr John Haw from the UWS School of Psychology have just completed new research for the Casino Community Benefit Fund into the psychological causes of problem gambling. The study of 200 regular poker machine players across western Sydney found that the emotional responses generated by the gambling experience erode players' ability to think rationally about their habit.

"The average person in the sample gambled around twice a week, and spent just over two hours and $83 in each session. Their average household income is between $40,000 and $50,000, so their gambling represents a significant slice of the weekly budget," Professor Dickerson says.

"We found that the main psychological driver of impaired control is the emotion experienced during play. Rather than anything abnormal, the inability of some players to stick to time limits or a gambling budget is more likely to be a natural response and part of the deliberately enjoyable experience of playing poker machines.

"This affects people who play as little as once a week. As many as 43 per cent of regular players say they 'sometimes', 'often' or 'always' experience an irresistible urge to continue a session once they've started playing.

"The Victorian Gaming Machine Industry defines responsible gaming as 'each person exercising a rational and sensible choice based on his or her individual circumstance'.

"Our research would indicate that many players are unable to make this decision for themselves, even if they know they've reached their limit. This means that the current responsible gaming policies are fundamentally flawed.

"This is because they were based on policy relating to the marketing and consumption of alcohol: with alcohol, the risk of harm to the consumer arises when drinking becomes excessive. In contrast, for pokies players, it is the ordinary regular player using the entertainment product as it was designed to be used who is at risk."

Professor Dickerson believes these research outcomes could be used to adapt the current responsible gaming policies to better protect consumers.

"Prohibition isn't the answer. Gambling is a fact of life and there is strong consumer support for it but governments and the gaming industry do have a responsibility to prevent harmful impacts. A proactive, rather than reactive, approach to this issue is needed and could be achieved very simply using current technology."

He says consumer protection measures, such as introducing a pre-commitment player card system with transparent application and spending limit parameters, in the context of the current move towards cashless gaming/poker machines, would effectively reduce problem gambling.

"These player cards could be issued using the 100 point ID procedure, just like opening a bank account. This would stop underage people gaining access to poker machines.

"The time or money limits the individual could pre-commit to the card would be transparently reviewed, along the same lines as establishing a mortgage or a credit level. Players could set their own limits or be guided by regulatory controls and then enjoy the gambling experience, whilst staying within the boundaries of these pre-set limits."

Professor Dickerson says this approach could be extended to virtually all forms of gambling, such as casino table games or off-course betting.

"Pre-loading a player card in this manner is not a great inconvenience to regular gamblers. As at the present time in clubs and casinos, loyalty or bonus schemes could also be marketed with the cards. Most importantly, from a consumer protection perspective, the decisions about how much a player spends on the pokies are made away from the influence of the session of play.

"The current systems of preventing problem gambling aren't working. Even the NSW Government has recognised this in announcing its inquiry into the issue. It will also focus on the current harm minimisation measures and support services available to addicts.

"I believe a proactive consumer protection approach by the gaming industry would significantly reduce, and even prevent problem gambling. It's now up to us in the community, the industry and governments to take up the challenge," Professor Dickerson says.

The full report is available at the NSW Dept of Gaming and Racing Website - http://www.dgr.nsw.gov.au