So why are we chasing our losses and analyze and do a research on our bets if winning is not something that motivates, even if we are motivate to play for fun still in the back of our mind we are thinking and hoping to win money, I agree its for every gamblers preferences there are gamblers who play for the sake of playing but I can assume that majority of gamblers are motivated to win money.
I have been into a cockpit arena and horse racing betting stations and even lottery and the excitement of thinking that they can hit the jackpot encourages them to do better in their bet.