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Fitbit: Does the definition of ‘strong’ need rethinking?

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Recent research by Fitbit uncovers a gap between how we perceive the term ‘strong’ and how the dictionary presents it.

What do you think of when you hear the word ‘strong?’ An image of a weightlifter, Olympian or someone that can withstand a lot of physical exertion? Strong is a word that evokes images of physical fitness and being ‘tough.’

However, new research conducted by Course5 Intelligence on behalf of Fitbit in August and November 2021 in the UK1, 83% of Brits agree that definitions of strong should encompass more than attributes of physical strength and as a result, almost 7 in 10 UK respondents (67%) believe its primary definition in the dictionary needs to be updated.

This research comes as part of Fitbit’s latest campaign, ‘What’s Strong with You,’ which celebrates multidimensional ways in which people define their personal strength beyond the traditional physical sense, be it emotional, spiritual or mental. The findings address the disparity between how ‘strong’ is understood by the masses and how it’s perpetuated by dictionaries and sources of information.

Over half (54%) of Brits surveyed recognise that the definition of true strength is a combination of mental and physical traits while a third (35%) define it as the ability to deal with the stresses and challenges that life can present us with.  Like Brits, Fitbit would like to see the perception of strong expanded to encompass a more holistic and inclusive meaning, both physical and mental.

When it comes to how people build mental strength to feel ready to take on each day, sleep comes out on top with 71% of Brits surveyed saying a good night’s rest helps them feel strong. Physical exercise came second (51%), while the mindful activity of setting goals came third (30%).

“At Fitbit, we recognise that being strong comes in many guises be it physical, mental or emotional. Strength is all-encompassing and this should be reflected in all meanings of the word ‘strong’. Lucy Sheehan, Head of Marketing UK at Fitbit, said talking about the research. “At Fitbit we believe it’s important to have a holistic approach to our wellness, and this mindset should apply to what makes us strong as well.”

As part of its What’s Strong With You campaign, Fitbit is on a mission to crowdsource definitions of ‘strong’ from people across the UK and Ireland. Join the conversation and share your definition on Facebook and Instagram with #WhatsStrongWithYou.

Fitbit exists to help support everyone’s holistic health and wellness. From Daily Readiness to help you manage your recovery to over 300 sleep and meditation relaxation sessions in Fitbit Premium, including content from Calm, the #1 App for Sleep and Meditation. Fitbit is there to help you have enough energy to play with the kids in the park, smash a new personal best and gives you the chance to have some ‘me’ time with meditation.

For more information on Fitbit and its services, please visit www.fitbit.com.

1A survey by Course5 Intelligence conducted on behalf of Fitbit in August 2021 of 13,053 adults in 12 countries across EuropeMiddle East and Africa. (UK, IrelandFranceGermanyItalySpainNetherlandsNorwaySwedenPolandSouth Africa, and UAE), with additional survey questions shared in the UK, Netherlands and Ireland in November 2021. The participants are a representative sample as selected by Course5 Intelligence.

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ThrillTech secures AGCO supplier licence for Ontario launch

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ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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ThrillTech wins AGCO supplier licence to enter Ontario market

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ThrillTech said it has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to offer its side-bet jackpot technology to regulated online casino, sports betting, and lottery operators in Ontario.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its ThrillPots product lets operators add player-funded, opt-in side-bet jackpots on top of existing games, without changing gameplay or the underlying return-to-player (RTP) calculations. ThrillTech positions the mechanic as a way to drive incremental engagement and revenue.

ThrillTech said the Ontario licence enables existing multinational partners that also operate in the province to roll out ThrillTech-powered jackpots locally, and added it is in discussions with potential new operator partners. The company listed other regulated jurisdictions it serves as the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil, and Peru.

The post ThrillTech wins AGCO supplier licence to enter Ontario market appeared first on Americas iGaming & Sports Betting News.

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St8 Secures Alberta Licence, Strengthening North American Expansion

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Casino games aggregator and full-service technology provider St8 has secured its registration to operate in Alberta as an iGaming Services Supplier, marking another significant milestone in the company’s strategy to expand across North America’s regulated iGaming markets.

St8 was among the first suppliers to secure a conditional approval granted by the AGLC, underlining the company’s readiness to support operators as the province prepares to open its regulated iGaming market.

Alberta represents a key market in St8’s North American growth strategy and follows the company’s expansion into Ontario earlier this year. With its latest approval, St8 is now regulated in some of the industry’s most sought-after jurisdictions, including Sweden, the UK, Romania, and Ontario, among others.

The Alberta approval enables St8 to provide its next-generation game aggregation services to licensed operators in Alberta, giving partners access to more than 200 premium game providers through a single API integration, alongside bonus and promotional tools, advanced reporting, compliance capabilities, and a suite of operational features designed to simplify casino management.

Purpose-built with modern infrastructure and regulatory flexibility at its core, the St8 software enables operators to launch premium casino content quickly, while also reducing the operational complexity typically associated with multi-provider integrations and expansion into new markets.

This registration builds on St8’s growing presence in regulated jurisdictions and reinforces the company’s commitment to supporting operators with scalable, compliant technology as new opportunities emerge across North America and beyond.

With compliance, speed and operational efficiency at the heart of its product, St8 remains focused on helping operators enter new markets with confidence while delivering seamless access to premium casino content through a single integration.

Eva Alšauskaite, Head of Legal at St8, said: “Securing our Alberta supplier registration represents another important step in St8’s international growth strategy and reflects our continued investment in regulated markets.

“As jurisdictions continue to evolve, operators need technology partners that combine innovation with a deep understanding of regulatory requirements. Obtaining this registration demonstrates our commitment to meeting those standards while providing operators with a solution that makes expansion into regulated markets as simple and efficient as possible.”

The post St8 Secures Alberta Licence, Strengthening North American Expansion appeared first on Americas iGaming & Sports Betting News.

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