An exciting and potentially addictive feeling is produced by the suspense that grows as the reels spin. Repetitive Play & the Near-Miss Effect. This phenomenon, which is frequently callrummy ganeshed the "near-miss effect," occurs when players feel more emotional when they are on the verge of winning, even if they lose. As players seek the elusive sense of victory that keeps them interested, this psychological reaction may result in repeated play. Also, slot machines are made to take advantage of a variety of psychological cues that increase player involvement.