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The King's Experimental Research and Gambling Group was formed in 2023 to develop a behavioural addictions research stream within the National Addiction Centre, King's College London. The group primarily focuses on gambling, and disordered gambling with a specific focus on the way that gambling products are designed and how this influences gambling behaviour, and the environment in which gambling behaviour is performed. We use Virtual Reality and other innovative research methods to investigate gambling. We also research gaming and gaming disorder, including the role of in-game constructs such as loot-box purchasing. The group is always open to new students and post-doctoral researchers, and interesting and exciting research collaborations.