Back in the late eighties I did some research on the names that manufacturers gave their fruit machines. One of the more interesting findings was that over 50% of all machine names had some reference to money (such as ‘Cashline’, ‘Cashpoint’, ‘Action Bank’, Piggy Bank’, ‘Money Belt’). Psychologically, all of these machine names gave the impression that this was where a gambler could get money from – not where they would lose it. Other categories of machine names included those with reference to skill (‘Fruitskill’, ‘Skillchance’), suggesting that machine playing was a skilful activity and that gamblers could perhaps beat the machine.