This article examines the phenomenon of persistence at gambling by relating regular participation to the social structure in which that behavior occurs. Using qualitative data developed during a study of three naturally occurring gambling groups and implicit knowledge drawn from 28 years of personal experience, I apply sociological perspectives to a subject that traditionally has been examined from either an economic or a psychological viewpoint. An analysis of the data revealed that a significant sustaining mechanism of gambling persistence could be located in the binding social arrangements that have developed among the players. A delineation of these arrangements provides a basis for comprehending regular gamblers' commitment to maintain participation in the social world of gambling, despite financial loss. An awareness of the social rewards derived from sustained gambling is essential in developing an understanding of the root causes of excessive gambling.
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