"How Designers Engineer Luck Into Video Games"

Hey guys I was wondering if someone could help me follow some of the information and people within this article. I am going to put some of the information I find the most interesting here first so you can get an idea of what I am talking about.

"How Designers Engineer Luck Into Video Games"

http://nautil.us/issue/44/luck/how-designers-engineer-luck-into-video-games

(archive in case they remove information or have removed it already to compare versions)
https://web.archive.org/web/20200113104111/http://nautil.us/issue/44/luck/how-designers-engineer-luck-into-video-games

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Natasha Schüll is an associate professor of Media, Culture, and Communication at New York University, and the author of Addiction by Design: Machine Gambling in Las Vegas.

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Quote: Persuading a player that he’s improving at a luck-based game in turn increases the likelihood that he’ll take on unfavorable odds. “For years the gambling industry has had the ability to track individual players, create robust historical profiles on customers, and employ algorithms that can tell when someone is likely to leave,” Schüll said. The operators of digital gambling machines have the ability to change payout odds in the middle of a gambling session based on these profiles, by giving a player a small payout in order to tempt him or her to keep playing. Many states have laws that forbid “luck” from being manipulated in this way. To get around that, casino operators dispatch so-called “luck ambassadors,” who go onto the casino floor and hand gamblers a cash bonus to keep them invested. Freemium games, which aren’t currently subject to the same legal strictures that bind the gambling industry, can freely give these bonus payouts during the game in order to make a player feel lucky—and so keep them playing and spending.
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In Nevada, that is patently false.

Which part is false: that the ability exists, that it's illegal, or that the law doesn't apply to freemimum games?