It would be quite interesting and I am sure there must be already a number of scientific studies around gambling. I am sure the casinos have requested and financed this type of works, just like McDonalds has perfect knowledge of the views of its clients and has carefully designed all the products. I think the field is certainly still open with the gambling on-line to economic, psicological or other studies.
Casinos want more people to gamble and spend more time in gambling for obvious reasons. A lot of research has already done on gambling and there is a concent world wide that its an addiction and should only be done by moderators and that too in moderation. Just dont spend too much on gambling, most take it fun but end up in anxiety.