ABSTRACT
This chapter explains how gamble-play assemblages are formed and sustained through procedures, interactive images and constant communication among players and between players and the house. Interactive images are a fundamental part of the media innovations brought about by the digitisation of gambling platforms. Interactive images are the entry point for practices of digital gamble-play, such as connecting with other gamblers and engaging in continuous play. Such connections are achieved through the articulation of procedures – particular ways of doing things (Bogost, 2007) – that promise gamblers the often-misleading possibility of their becoming a constant winner.
