Australians lose more than $24 billion a year gambling—and more than half of this is spent on the “pokies”. The pokies use a number of subtle strategies to blur the lines between winning and losing to make the game seem more enticing. Along with SensiLab and Torus Games, we have developed the Virtual Reality Gambling Environment (ViRGE) to allow for a more realistic setting in which to study gambling behaviour. Our research aims to measure brain activity (EEG) and eye-movement during gambling so that we can better understand how subtle design features of gambling machines contribute to them being such a harmful and addictive form of gambling. This research can help to support strategies to minimise gambling harm through regulation or to inform treatment approaches aimed at demonstrating these features to individuals experiencing difficulties with gambling.