When playing on multiline slot machine games, small “wins” often amount to less than the original spin wager, which results in a financial loss to the gambler. However, the gambler may feel as if he is winning because these “wins” are paired with audio-visual feedback. The influence of losses disguised as wins was examined to determine if this had an influence on latency, trial ratings, and the number of trials played. Thirty-one participants played a minimum of 50 trials on a simulated multi-line slot machine. The participants were divided into three groups with 16%, 30%, and 46% of trials being losses disguised as wins. Results showed that trial type had a significant impact on latency and rating, as losses disguised as wins fell between wins and losses in terms of latencies and ratings. Clinical implications and future directions are discussed