Patent ID: 8591315

Claim:
A method comprising: determining that a wagering game event occurs at a wagering game machine; processing wagering game event data that represent the wagering game event; determining that the wagering game event is a near win event and determining a location associated with the near win event based, at least in part, on said processing the wagering game event data; selecting a set of one or more environmental effect operations which, when performed, generate environmental stimuli directed at a physical area that comprises the location, wherein the set of one or more environmental effect operations are selected based, at least in part, on the wagering game event being the near win event and the location associated with the near win event; determining a current state of the physical area, wherein said determining the current state of the physical area comprises determining at least one of population density in the physical area, noise level in the physical area, ongoing environmental effects being produced in the physical area, wagering game machine density in the physical area, floor configuration in the physical area, and pending events that affect population density in the physical area; modifying at least a first environmental effect operation of the set of one or more environmental effect operations based, at least in part, on the current state of the physical area to generate a modified first environmental effect operation; and causing the modified first environmental effect operation to be performed.