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Revealed: The emotional, social, and developmental benefits of gaming
- 28% of internet users play games to meet new people
- A third of gamers say they play because they like to challenge themselves.
- There are 20,000 gaming jobs in the UK, providing plenty of opportunity for a career in the industry
- We spoke to three experts in the field who gave their insights into the gaming industry
There are lots of negative misconceptions about gaming, many of which are far from the truth. A new study turns stereotypes on their heads and reveals the emotional, social, and developmental benefits of gaming. Dr Rachel Kowert, Research Director of Take This – a mental health non-profit; Dr Matthew Barr, a lecturer of Game Studies at the University of Glasgow; and Noel McDermott, a psychotherapist and presenter of The Well-Being Show podcast, provide their thoughts and insights. Here are some of the highlights:
Gaming can boost mental wellbeing and help with feelings of loneliness
- Thanks to well-crafted storylines and lifelike graphics, games are the perfect form of escapism
- 34% of gamers identify the feeling of being immersed in a game as a key motivation to play
- The global gaming population is likely to have increased by 4% since the outbreak of Covid-19
Especially in challenging times, activities that provide a positive distraction and allow an individual to put their worries to the back of their mind can have a beneficial impact on mental wellbeing. Gaming is an excellent example of this, offering an immersive experience that can mentally transport you to another world.
Barr says, “Video games are good at getting players into the state of optimal experience that psychologists call ‘flow’, by offering an appropriate balance of challenge versus achievement. It’s that feeling of being ‘in the zone’, where you’re totally absorbed in the task at hand, and you’re operating at the top of your game. In turn, this has a positive impact on how players feel.”
This is because the sense of reward releases feel-good hormones called dopamine that boost the player’s mood. What’s more, gaming can offer meditative benefits by fully occupying your mind with the objectives of the game.
Kowert adds that, “Gameplay can also teach skills that have long been associated with increased happiness and prolonged life satisfaction, including openness to experience, self-care, a growth mindset, solution-focused thinking, mindfulness, persistence, self-discovery, and resilience.”
Gaming can maintain and build new relationships
- Half of gamers play with their real-life friends
- 28% of internet users play games to meet new people
- 1 in 3 internet users in the UK say the main reason they game is to have fun with people they know
Contrary to popular belief, gaming can be a sociable activity. Many games offer multiplayer modes or are designed to be played in teams, providing the opportunity for individuals to join forces with their existing friends or virtually meet new people – located anywhere in the world.
McDermott says, “Gaming, especially online, can provide immeasurable benefits to those who are lonely and isolated. It provides safe social contact and a place where skills can be developed. These skills can provide a much-needed boost to self-esteem.”
Research found that 60% of gamers report playing more games with social elements since the beginning of the pandemic, suggesting gaming can play a positive and pivotal role in connecting people at a time when face-to-face contact isn’t always possible.
Kowert explains, “Shared experiences, like playing games together, have been linked to increased self-esteem and a sense of belonging, as well as decreased feelings of depression, anxiety, and isolation.”
Gaming can teach life skills and cognitive abilities
- There are 20,000 gaming jobs in the UK, providing plenty of opportunity for a career in gaming
- Minecraft: Education Edition, for example, has applications in geography, history, engineering, and physics
- A third of gamers say they play because they like to challenge themselves.
While gaming can provide a fun form of entertainment, it can also contribute to the player’s cognitive development. For example, many titles involve problem solving, strategy and multi-tasking, among other skills.
Kowert explains, “Games are fantastic learning tools, particularly for children, because they are so engaging. Video games are also great vehicles for sharpening cognitive skills because they provide a range of different challenges within a single space. Gameplay has been associated with the improvement of a range of cognitive skills, including:
- improved creative thinking
- problem solving
- time management
- leadership skills
- goal setting
- initiative taking
- decision making
- persistence in the face of difficult challenges.”
It’s estimated that children aged 12-15 years old spend an average of 11.6 hours a week gaming. So, with gaming being such a widely enjoyed hobby, it’s encouraging to note that it could be effectively harnessed as an educational tool to teach numerous skills and knowledge. What’s more, with the gaming industry growing year-on-year (and estimated to be worth £3.86 billion in 2020), it could also open doors for careers in the industry.
Barr explains, “We all learn new skills through practice, whether that’s learning how to play an instrument or training to play sports more proficiently. Learning from a video game is no different – you’re exercising skills all the time, whether it’s figuring out puzzles or using your communication and language skills to talk to and strategize with your fellow players.”
Gaming myths debunked
- 52% of Brits play video games, demonstrating its popularity and prevalence in daily life
- Gaming is the nation’s second favourite pastime, after watching TV
- Brits spend an average of 7 hours a week gaming, which is just a third of the time spent watching TV (22.5 hrs)
Over the years, gaming has been associated with negative stereotypes and behaviours, such as laziness, violence, and isolation. There is little evidence to prove any of these correct. Instead, in many cases, gaming can be more beneficial for the player’s health, development, and social abilities than it is detrimental. In fact, with over half of Brits playing games, it’s apparent that gaming is just a part of modern life for many.
Kowert explains, “There is no evidence to suggest that playing games online has a negative impact on our ability to socialise. However, research has found that playing games with our friends online can strengthen our offline friendships and relationships.”
Another concern that often arises is the amount of time people spend gaming and whether gaming has addictive qualities. Talking on the topic, Barr explains that, “People talk about players becoming ‘addicted’ to games, without really considering what that word means, in a clinical sense. We don’t bat an eyelid when someone becomes so engrossed in a book that they sit there reading for hours on end, but somehow this sort of behaviour is perceived as problematic when it comes to games.”
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Boomerang Partners
The ongoing TIME TO WIN tournament by Boomerang Partners offers affiliates access to rewards connected with AC Milan.
The exclusive TIME TO WIN affiliate tournament, organised by Boomerang Partners – an Official Regional Partner of AC Milan – is gaining momentum, with dozens of affiliate teams from across the globe already competing for valuable prizes and once-in-a-lifetime AC Milan experiences.
The Clock Is Ticking
With the tournament closing on March 31, 2026, every day counts. Affiliates who delay risk losing ground to competitors, as points accumulate quickly and unique experiences, including a behind-the-scenes visit to AC Milan’s Milanello Sports Centre powered by Clivet, will not be available after this activation. The call to action is clear: act now, complete tasks, and accumulate points to qualify for prize draws featuring a range of AC Milan-related rewards.
How Affiliates Earn Points
Participants in the TIME TO WIN tournament complete structured tasks across five key segments. Each task earns a fixed number of points:
-
Generate new sports users for Boomerang’s client portfolio (10 points per qualified action)
-
Complete the survey (25 points)
-
Contribute expert commentary (30 points)
-
Showcase creativity via a dedicated social media challenge (25 points)
-
Leave a review on a selected platform (20 points)
As affiliates reach specific point thresholds, they unlock entry to one of five prize draws. Higher scores give access to more draws, creating a competitive and rewarding environment for active participants.
Exclusive AC Milan Experiences Await
The tournament’s prize structure is designed to reward top-performing affiliates with increasingly prestigious AC Milan experiences:
-
150 points – Entry to the TIME TO WIN Merch Pack draw (3 sets of 5 kits each)
-
250 points – Entry to the draw for official AC Milan jerseys signed by players (3 sets of 5 jerseys each)
-
350 points – Entry to the draw for a trip for five to attend AC Milan vs Cagliari
-
550 points – Entry to the draw for a trip for five to attend AC Milan vs Juventus, including behind-the-scenes access, pre-match tunnel experience, and pitchside viewing of team warm-ups
-
750 points – The ultimate tier, granting entry to the draw for a trip to AC Milan’s legendary Milanello Sports Centre powered by Clivet. Two prizes are available for five guests each, offering exclusive behind-the-scenes access, a tour of the facilities, and the opportunity to witness the Men’s First Team training in action – a truly rare and unforgettable experience.
Affiliates Share Their Experience
Participants are actively sharing their enthusiasm. Sports influencer Firo Orakel said:
“Being part of the TIME TO WIN tournament truly means a lot to me, and I’m grateful for the opportunity to participate. The prizes are a strong motivator, and I love being able to share them with my community. I promote the campaign on my Discord server and during my streams to keep momentum going.”
The Rossoneri Hub – Central Platform for Engagement
All tournament activities are coordinated through the Rossoneri Hub, Boomerang Partners’ central platform for AC Milan-related activations. This hub serves as a one-stop destination for affiliates, providing updates, guidance, and resources to maximise performance and engagement.
Strategically Timed During the Peak Sports Season
The tournament’s timing in February–March 2026 is deliberate, coinciding with a peak moment in the football season, including the UEFA Champions League knockout rounds. Boomerang Partners supports affiliates with a detailed guide offering market insights, expected player activity shifts, practical tips, and data-driven strategies to navigate these high-stakes periods effectively. TIME TO WIN is built for moments like this, when the competitive landscape is at its peak.
About Boomerang Partners
Boomerang Partners is a rapidly growing global marketing agency delivering a wide array of services. As an Official Regional Partner of AC Milan, the agency is uniquely positioned to create sports-focused activations that combine strategy, technology, and engagement. In 2024, it launched the Golden Boomerang Awards, a global tournament for affiliate teams, which saw over 400 teams participate in its 2025 second season.
The agency manages 10+ brands across 40+ regulated markets, offering affiliate and entertainment services with personalized bonuses and 24/7 multilingual support. Between 2024–2025, new product launches from partner brands contributed to a nearly 1.5× increase in product users, highlighting Boomerang’s ability to deliver measurable growth through data-driven affiliate campaigns.
The post The ongoing TIME TO WIN tournament by Boomerang Partners offers affiliates access to rewards connected with AC Milan. appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Boomerang Partners
The ongoing TIME TO WIN tournament by Boomerang Partners offers affiliates access to rewards connected with AC Milan.
The exclusive TIME TO WIN affiliate tournament by Boomerang Partners, an Official Regional Partner of AC Milan, is gaining momentum. Dozens of affiliate teams worldwide have already joined the race to compete for valuable prizes and unique AC Milan-related experiences.
Don’t miss your chance
The clock is winding down. With the tournament closing on March 31, every day you wait is a point a competitor earns. Competition is intensifying, and access to unique experiences – including a behind-the-scenes visit to AC Milan’s training base, Milanello Sports Centre powered by Clivet – will not be available beyond this activation.
The time to act is now. Participants can access the tournament page, complete the tasks, and accumulate points, securing a place for prize draws featuring AC Milan-related experiences.
How affiliates earn points
The TIME TO WIN tournament participants complete clearly structured tasks across five segments. Each completed task brings a fixed number of points:
- Generate new sports users for brands within Boomerang’s client portfolio (10 points per qualified action)
- Take the survey (25 points)
- Share your insights by contributing expert commentary (30 points)
- Prove your creativity through a dedicated SMM challenge (25 points)
- Leave a review on a selected platform (20 points)
As soon as affiliates reach specific point thresholds, they unlock access to prize draws. There are five in total, and the higher the score, the more draws a team qualifies for.
Exclusive AC Milan experiences
By reaching specific point thresholds, affiliate teams will gain access to the corresponding prize draws linked to exclusive AC Milan experiences. The structure is clear:
- 150 points – qualify for the TIME TO WIN Merch Pack draw (3 sets of 5 kits each)
- 250 points – enter the draw for official AC Milan jerseys signed by players (3 sets of 5 jerseys each)
- 350 points – secure a place in the draw for a trip for five persons to attend AC Milan v Cagliari
- 550 points – become eligible for the draw for a trip for five persons to attend AC Milan v Juventus, including exclusive behind-the-scenes access with pre-match access to the tunnel area, and pitchside viewing of the teams’ warm-up.
The ultimate tier requires 750 points and unlocks access to the draw for an exclusive trip to AC Milan’s legendary training base, Milanello Sports Centre powered by Clivet. Reserved for top-performing teams (2 prizes for 5 guests each), this experience offers behind-the-scenes access to the Club’s inner environment, including a tour of the facilities and the opportunity to see the Men First Team training. This is a rare behind-the-scenes experience offering a unique glimpse into AC Milan’s daily routine.
Affiliate teams participating in the TIME TO WIN tournament actively share positive feedback. For example, sports influencer Firo Orakel highlighted his experience: “Being part of the TIME TO WIN tournament truly means a lot to me, and I’m grateful for the opportunity to participate. The prizes are a strong motivator – I want to share them with my community as well, as it gives them a chance to benefit too. I actively support the campaign through my Discord server, where I engage directly with my audience, and I also promote it regularly during my streams to keep the momentum going,” said Firo.
The Rossoneri Hub as the central platform
All activities related to the TIME TO WIN tournament are featured on the Rossoneri Hub portal, the main platform where Boomerang Partners centralizes its AC Milan-related activations. This is a unique web resource that Boomerang Partners launched as an Official Regional Partner of AC Milan.
A strategic moment within the sports season
Boomerang Partners’ decision to hold the TIME TO WIN tournament in February-March 2026 is no coincidence. This period marks one of the peak moments of the sports season, alongside major international competitions and football tournaments, the UEFA Champions League knockout rounds. The company is ready to actively share its sports expertise, including through an exclusive guide which provides affiliates with information on expected shifts in player activity by competition stage, market insights, practical recommendations, and data-driven guidance for navigating the sports peak.
TIME TO WIN was built for moments like this – when the sports calendar is at its peak. Join now and compete for unique AC Milan experiences.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post The ongoing TIME TO WIN tournament by Boomerang Partners offers affiliates access to rewards connected with AC Milan. appeared first on Americas iGaming & Sports Betting News.
Latest News
The ongoing TIME TO WIN tournament by Boomerang Partners offers affiliates access to rewards connected with AC Milan.
The exclusive TIME TO WIN affiliate tournament by Boomerang Partners, an Official Regional Partner of AC Milan, is gaining momentum. Dozens of affiliate teams worldwide have already joined the race to compete for valuable prizes and unique AC Milan-related experiences.
Don’t miss your chance
The clock is winding down. With the tournament closing on March 31, every day you wait is a point a competitor earns. Competition is intensifying, and access to unique experiences – including a behind-the-scenes visit to AC Milan’s training base, Milanello Sports Centre powered by Clivet – will not be available beyond this activation.
The time to act is now. Participants can access the tournament page, complete the tasks, and accumulate points, securing a place for prize draws featuring AC Milan-related experiences.
How affiliates earn points
The TIME TO WIN tournament participants complete clearly structured tasks across five segments. Each completed task brings a fixed number of points:
- Generate new sports users for brands within Boomerang’s client portfolio (10 points per qualified action)
- Take the survey (25 points)
- Share your insights by contributing expert commentary (30 points)
- Prove your creativity through a dedicated SMM challenge (25 points)
- Leave a review on a selected platform (20 points)
As soon as affiliates reach specific point thresholds, they unlock access to prize draws. There are five in total, and the higher the score, the more draws a team qualifies for.
Exclusive AC Milan experiences
By reaching specific point thresholds, affiliate teams will gain access to the corresponding prize draws linked to exclusive AC Milan experiences. The structure is clear:
- 150 points – qualify for the TIME TO WIN Merch Pack draw (3 sets of 5 kits each)
- 250 points – enter the draw for official AC Milan jerseys signed by players (3 sets of 5 jerseys each)
- 350 points – secure a place in the draw for a trip for five persons to attend AC Milan v Cagliari
- 550 points – become eligible for the draw for a trip for five persons to attend AC Milan v Juventus, including exclusive behind-the-scenes access with pre-match access to the tunnel area, and pitchside viewing of the teams’ warm-up.
The ultimate tier requires 750 points and unlocks access to the draw for an exclusive trip to AC Milan’s legendary training base, Milanello Sports Centre powered by Clivet. Reserved for top-performing teams (2 prizes for 5 guests each), this experience offers behind-the-scenes access to the Club’s inner environment, including a tour of the facilities and the opportunity to see the Men First Team training. This is a rare behind-the-scenes experience offering a unique glimpse into AC Milan’s daily routine.
Affiliate teams participating in the TIME TO WIN tournament actively share positive feedback. For example, sports influencer Firo Orakel highlighted his experience: “Being part of the TIME TO WIN tournament truly means a lot to me, and I’m grateful for the opportunity to participate. The prizes are a strong motivator – I want to share them with my community as well, as it gives them a chance to benefit too. I actively support the campaign through my Discord server, where I engage directly with my audience, and I also promote it regularly during my streams to keep the momentum going,” said Firo.
The Rossoneri Hub as the central platform
All activities related to the TIME TO WIN tournament are featured on the Rossoneri Hub portal, the main platform where Boomerang Partners centralizes its AC Milan-related activations. This is a unique web resource that Boomerang Partners launched as an Official Regional Partner of AC Milan.
A strategic moment within the sports season
Boomerang Partners’ decision to hold the TIME TO WIN tournament in February-March 2026 is no coincidence. This period marks one of the peak moments of the sports season, alongside major international competitions and football tournaments, the UEFA Champions League knockout rounds. The company is ready to actively share its sports expertise, including through an exclusive guide which provides affiliates with information on expected shifts in player activity by competition stage, market insights, practical recommendations, and data-driven guidance for navigating the sports peak.
TIME TO WIN was built for moments like this – when the sports calendar is at its peak. Join now and compete for unique AC Milan experiences.
About Boomerang
Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.
The agency’s client portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
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