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Emotions test reveals: The online purchases making us 67% happier!

Published

5 years ago

March 24, 2021

George Miller

Reading Time: 4 minutes

On average, online purchases are found to raise our positive feelings by 56%
Participants reported the biggest increase in happiness when purchasing houseplants – positive emotions soared by 67%
Gaming console purchases saw the second highest increase in positive feelings (+66%)
Trainers and fiction books are also among the purchases raising positive emotions most
Holidays abroad came in last; participants noted high levels of excitement but also reported an increase in concern due to its uncertainty

Thanks to ‘doom shopping’, it was revealed that the UK spends three times more when online shopping compared to the global average, costing the average person a whooping £1,382 per year! Clearly these purchases keep us coming back for more, but how do we enjoy splashing our cash the most?
Interested in online shopping, money.co.uk conducted an emotions test among 2,560 participants to discover which online purchases bring us the most joy!

Participants were asked to complete a variation* of the BMIS test (Brief Mood Intensity Scale) and record the intensity of 10 different emotions after making an online purchase. The intensity of each emotion was allocated a score based on its positivity, with a maximum score of 500 points per item – the higher the score, the better. Participants were also asked to complete the same test before making any purchases to uncover the percentage increase in positive emotions when shopping.

Which online purchases make us happiest?

Money.co.uk can reveal that a houseplant purchase increases our intensity of positive emotions more than any other transaction!
Collecting 478 points out of a potential 500, moods improved by 67% after making a plant purchase. Plants are proven to invoke feelings of vitality by improving the state of mind and lifting spirits – no wonder it scores highly!
With the PS5 still proving hard to get, purchasing a gaming console is the second online transaction that makes us happiest.

As many gamers are left on the edge of their seats waiting to snatch the latest console, it accumulated 475 points out of 500, and purchasing a console was found to raise positive feelings by 66% on average.
In third position are trainer purchases. With the demand for sneakers like Jordan 1s only increasing, those who purchased new trainers reported a 64% increase in happiness, and purchases racked up 472 points.
With bookworms reported to be happier than those who don’t read, the transaction that makes us fourth happiest is a fiction book, improving positive emotions by 64% and collecting 470 points.
Due to the huge surge in personal fitness and wellbeing during lockdown, home gym equipment purchases are found to make us fifth happiest! This transaction led to a 63% increase in positive emotions and scored a healthy 468 points.

To complete the top 10 purchases that increase our intensity of positive emotions:
6. Video game: 466 points, +62%
7. Eyeshadow palette: 465 points, +62%
8. Scented candle: 463 points, +61%
9. Exercise clothing: 461 points, +61%
10. Fashion jewellery: 459, +60%

Coming in last is a holiday abroad with 393 points out of 500 (+37%). Those who plan on jet-setting this year reported high levels of excitement and happiness but were pushed down the table as feelings of worry and nerves due to its current uncertainty.
Interested in the reasons behind our vast improvement in positive feelings, money.co.uk spoke exclusively to Lee Chambers, psychologist and wellbeing consultant, to uncover why shopping makes us happy.
“Online shopping has the ability to make us happy through several different mechanisms. Firstly, even in a world of plenty, we are still evolutionarily designed to consider scarcity. Because of this, acquiring new items, especially when discounted or limited, tends to make us happy, the feeling we have satisfied a need and potentially averted a future threat.

Shopping is also an exercise in control. We select from millions of items precisely what we want, and especially in the uncertain times we live in, we know we will get exactly what we have purchased, and it will be delivered straight to us. This control of selection and guarantee of receipt is powerful, as it becomes a defined event. We also build a level of expectation and anticipation from the moment we press the purchase button, as we believe we now have ownership over the item but have a delay until it is with us physically.

From a cultural perspective, we have been conditioned to see shopping as a reward, either an investment in ourselves or for the satisfaction of others. Shopping is likely to activate the nucleus accumbens in our brain, releasing dopamine and motivating us to repeat the behaviour. Buying printed media taps into our desire to better ourselves, gain knowledge, understand the world around us and provide stories and entertainment that can take us on a journey. And let’s not forget how lovely they look on your bookshelf on a video call, as books have become a decorative symbol over the past year.

And why do we keep buying? Our brain is adaptive, and shopping can relieve stress, provide entertainment when bored and give us a hit of dopamine. The rewarding feeling will keep us finding new things to purchase, especially since our excitement and anticipation fade once we’ve received the item.”

Catherine Hilley, mobiles expert at money.co.uk, said: “Our research reveals how small purchases can increase customers’ emotions in a positive way, something we all need after the past 12 months. With an average 63% increase in positive emotions noted across all top 10 purchases, it seems that shopping online for items such as houseplants, trainers and candles are sparking a lot more joy at the moment, than booking a holiday, which comes with a lot of added uncertainty.”

For more information, please see the blog post for the full rankings and a breakdown by sex, and age: https://www.money.co.uk/mobiles/online-shopping-joy

Andrew Pink Head of Brand & Communication at Play’n GO

Reactoonz 100 Crowned Game of the Year

Published

6 hours ago

May 6, 2026

Wladimir P.

Play’n GO, the world’s leading casino entertainment provider, is proud to announce that Reactoonz 100 has been named Game of the Year at the SBC Europe Awards 2026, held last week in Malta.

The award recognises the outstanding creative ambition, commercial performance and cultural impact of Reactoonz 100, which has quickly established itself as one of the most significant releases in Play’n GO’s history. Building on the legacy of the much-loved Reactoonz series, the title has delivered exceptional engagement across regulated European markets since launch.

Reactoonz 100 was supported by a record-breaking launch campaign as part of Play’n GO’s 20th anniversary celebrations, most notably sending the series’ iconic character Garga into space – a first for the iGaming industry, since copied. The activation captured attention far beyond traditional industry channels and reinforced Play’n GO’s reputation for creativity that extends well beyond the game itself.

Andrew Pink, Head of Brand & Communication at Play’n GO, said: “Winning Game of the Year is a huge moment for Reactoonz 100 and for everyone across Play’n GO who brought this project to life.

“Reactoonz is one of the most important franchises in our history, and with Reactoonz 100 we set out to push both the creative and cultural boundaries of what a game launch could be. This award is a powerful validation of that ambition, and of the belief that bold ideas, executed properly, still cut through in this industry.”

Since its release, Reactoonz 100 has achieved near-universal rollout across Play’n GO’s partner network in more than 35 regulated markets, delivering strong and sustained performance well beyond launch. Its success reflects both the enduring appeal of the Reactoonz brand and Play’n GO’s continued focus on innovation within a responsible, regulation‑first framework.

The Game of the Year win at the SBC Europe Awards further strengthens Play’n GO’s position as the leading supplier of premium casino entertainment, following a year defined by landmark launches, creative ambition and industry recognition.

The post Reactoonz 100 Crowned Game of the Year appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Cafrino Gaming

Cafrino Gaming Appoints Stephen Crystal as Chief Commercial Officer

Published

6 hours ago

May 6, 2026

GamingAmericas.com

cafrino-gaming-appoints-stephen-crystal-as-chief-commercial-officer

Cafrino Gaming is entering a new phase of commercial expansion, and it starts with leadership.

We’re excited to welcome Stephen A. Crystal as Chief Commercial Officer of Cafrino Gaming, a move that brings one of the most experienced and globally connected leaders in the gaming industry directly into our growth strategy.

With more than three decades at the forefront of gaming innovation, Stephen has played a pivotal role in shaping everything from tribal and riverboat gaming to modern iGaming and sports betting ecosystems. His career spans the ownership of iconic Las Vegas properties, the development of U.S. operations for major international bookmakers, and the execution of over $3 billion in project finance, M&A, and gaming technology initiatives.

As Founder of SCCG Management, Stephen has built one of the most respected advisory firms in the industry, supporting more than 120 client partners across 100+ countries. His work has consistently focused on scaling emerging technologies, unlocking new markets, and building high-impact partnerships across the global gaming landscape.

Now, he brings that experience directly to Cafrino.

A Leadership Move Built for Scale

Stephen’s appointment marks a strategic step forward as Cafrino accelerates its global commercial efforts.

In his role as Chief Commercial Officer, he will lead:

Global commercial strategy and revenue growth
Strategic partnerships and market expansion
Key account development and deal execution

His experience building large-scale distribution networks and navigating complex gaming markets positions Cafrino to expand faster, partner smarter, and execute at a higher level across regions.

This is not just about adding leadership, it’s about embedding proven global execution into the core of Cafrino’s growth engine.

Aligning Vision with Opportunity

Throughout his career, Stephen has consistently been at the center of industry evolution, from early casino development to today’s rapidly expanding digital gaming ecosystem.

He has secured major partnerships with professional sports organizations, helped establish sports betting frameworks within tribal markets, and worked across both emerging and regulated jurisdictions worldwide.

That perspective is critical as Cafrino continues to scale its poker platform across:

Social and free-to-play environments
Sweepstakes and promotional models
Crypto and Web3 gaming platforms
Real-money gaming operators

With a deep understanding of both legacy gaming infrastructure and next-generation technology, Stephen’s leadership helps bridge where the industry has been with where it’s going.

Powering the Next Phase of Cafrino Gaming

Cafrino’s poker platform has already reached more than 2 million players, supporting experiences for globally recognized brands including WWE, Hustler Casino, South Point Casino, and CardPlayer Poker.

As demand for flexible, scalable poker solutions continues to grow, Cafrino is focused on expanding its reach and strengthening its position as a leading provider of poker technology for operators worldwide.

Bringing Stephen Crystal into the organization is a clear signal of that direction.

Looking Ahead

This marks the beginning of a new chapter for Cafrino Gaming.

With Stephen leading commercial strategy, we are positioned to accelerate growth, deepen partnerships, and expand into new markets with greater precision and impact.

We’re excited for what’s ahead, and we’re just getting started.

The post Cafrino Gaming Appoints Stephen Crystal as Chief Commercial Officer appeared first on Americas iGaming & Sports Betting News.

“90s”

BETBY launches “90s”, a new retro-inspired genre within BETBY Games

Published

6 hours ago

May 6, 2026

GamingAmericas.com

betby-launches-“90s”,-a-new-retro-inspired-genre-within-betby-games

BETBY, the leading sportsbook supplier, has announced the launch of “90s”, a new genre within its proprietary esports feed, BETBY Games, bringing exclusive retro-inspired content to operators and players.

Designed around the look and feel of classic 90s video games, the new genre introduces a lineup of e-sims that take players back to the pixel era, combining retro-inspired visuals with the simplicity and high-frequency betting mechanics that define BETBY Games. While many modern esports products focus on realism and

advanced graphics, 90s takes a different approach by returning to the roots of gaming, transforming familiar retro aesthetics into a fully optimised betting experience.

The launch responds to a growing demand for greater content variety within sportsbook environments, particularly products that can deliver constant engagement beyond traditional live sports schedules.

With 1-minute match formats, 24/7 availability, and quick settlements, “90s” is designed to offer operators a new layer of always-on entertainment while maintaining the speed and betting intensity that define BETBY.Games.

One of the key strengths of “90s” lies in its distinctive positioning within the modern iGaming market.

By bringing retro-inspired game formats into a fully betting-ready environment, BETBY is offering operators access to a type of content that is rarely available today, creating a differentiated experience inspired by the iconic titles and visual style that shaped a generation of players.

The first wave of titles includes eBasketball’98, eBaseball’95, eTennis’89, and eFighting’93, each bringing its own distinctive retro identity while being fully integrated with modern betting mechanics.

The collection covers a mix of major sports and fighting content, combining familiar retro gaming cues with formats built specifically for sportsbook performance.

eFighting’93 introduces a format that complements BETBY Games’ existing eFighting portfolio, offering fast-paced matchups and simple winner markets across 6,000 monthly matches.

eBasketball’98 delivers a dynamic format featuring a high-speed 1v1 shootout between two players at a single hoop.

Bettors can place wagers on the top scorer, point handicaps, total points, and individual point counts, with the title delivering 6,000 matches per month. eBaseball’95 condenses baseball into a

high-intensity 1-inning format, offering 5,000 monthly events across 1×2, handicap, and totals markets. Completing the lineup, eTennis’89 brings an ultra-fast tennis format focused on single-game action, with 6,000 monthly matches and winner markets.

Inspired by the visual identity of the 8-bit and 16-bit eras, “90s” creates a product that feels instantly recognisable to players who grew up with this style of gaming, while also offering younger audiences a distinctive and visually engaging alternative to conventional esports content.

“90s is an exciting new direction for BETBY Games because it brings something completely different to sportsbooks,” said Kirill Nekrasov, Head of Innovation & R&D at BETBY.

“There is still a very strong emotional connection around retro games, from the pixel art to the sounds and the simplicity of the gameplay.

We wanted to take that nostalgia and transform it into a product that works for modern betting: fast, clear, engaging, and available around the clock.”

“Our goal was to increase content diversity for our partners. Operators need engagement tools that work 24/7, and the “90s” genre provides a unique, fast-paced solution.

This initial launch is just the start, as we will continue to expand the portfolio with a wider mix of 90s-themed sports and casual titles,” he added.

The launch of 90s further strengthens BETBY.Games’ position as one of the most innovative proprietary esports feeds in the market, offering operators a broad portfolio of fast-betting content designed to drive engagement, increase event volume, and deliver a differentiated sportsbook experience.

BETBY

BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence.

BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe.

From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, BETBY is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.

The post BETBY launches “90s”, a new retro-inspired genre within BETBY Games appeared first on Americas iGaming & Sports Betting News.