Latest News

Revealed: The emotional, social, and developmental benefits of gaming

Published

5 years ago

December 2, 2020

George Miller

Reading Time: 4 minutes

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.”

Bazoom

Bazoom Becomes the Official Sponsor of Gamblers Connect’s SiGMA Central Europe Delegation

Published

12 hours ago

October 27, 2025

George Miller

bazoom-becomes-the-official-sponsor-of-gamblers-connect’s-sigma-central-europe-delegation

Reading Time: < 1 minute

Gamblers Connect, the award-winning iGaming affiliate and media platform, is excited to share that Bazoom will be the official sponsor of Gamblers Connect’s delegation at the upcoming SiGMA Central Europe Summit in Rome, Italy.

As one of Gamblers Connect’s long-standing partners and one of the most trusted link-building and content platforms in the iGaming industry, this collaboration is another great example of creating real impact through strong partnerships. Both companies share the same vision, building with quality, not noise, and this sponsorship perfectly reflects that shared belief.

Thanks to Bazoom’s support, the Gamblers Connect team will have a greater presence at one of Europe’s most important iGaming events, connecting directly with operators, affiliates, and industry leaders from all over the world.

Gjorgje Ristikj, Founder & CEO at Gamblers Connect: “Thanks to Bazoom Group’ support as our sponsor, Gamblers Connect will be present at SiGMA Rome. Partnering with companies that believe in our mission and invest in our growth is exactly what allows us to show up, connect and deliver even more value.”

Bazoom’s innovative platform has become an essential ally for companies looking to strengthen their digital footprint. With access to nearly 100,000 verified media outlets worldwide, the platform makes it easier than ever to acquire quality backlinks and tailored content that drives real growth, all through a transparent, pay-per-link model.

Kristoffer Krog, Head of Global Partnerships at Bazoom: “At Bazoom we always strive to stay ahead of our competition and maintain our position as industry leader within link building. The partnership with Gamblers Connect for SiGMA Rome reflects exactly that, as we share the same ambitions, know-how and expert knowledge within the industry.”

The post Bazoom Becomes the Official Sponsor of Gamblers Connect’s SiGMA Central Europe Delegation appeared first on European Gaming Industry News.

BETER

Movers and Shakers: 24/7 Content, Strict Integrity, and Constant Feedback – BETER’s Approach to Sustainable Partnerships

Published

12 hours ago

October 27, 2025

George Miller

movers-and-shakers:-24/7-content,-strict-integrity,-and-constant-feedback-–-beter’s-approach-to-sustainable-partnerships

Reading Time: 4 minutes

“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

We spoke with Oleg Onegov, Head of Strategic Partnerships & Account Management at BETER, about the fast-betting provider’s approach to cultivating, strengthening, and sustaining relationships with partners.

Can you tell us about your career journey and your current role as Head of Strategic Partnerships & Account Management at BETER?

I’ve been working in the betting and iGaming industry for several years, mainly focusing on client relations and business development. Over time, I realised that my strongest skill was in building long-term partnerships and helping clients derive real business value from the products they use. At BETER, I lead the Strategic Partnerships & Account Management team, focusing on ensuring we deliver not only content but also help operators and aggregators grow with it—whether through improved integrations, new products, or data-driven insights. This is critical to scaling BETER’s presence in the esports and sports ecosystem. My role also sees me work closely with internal and external stakeholders to deliver value-driven solutions that support operational excellence and long-term commercial goals.

Different operators and aggregators have different needs. How do you and your team ensure that BETER’s products and solutions remain in demand and are continuously aligned with each client’s evolving business and market changes?

BETER is renowned for providing 24/7 live streaming, real-time data, and hyper-accurate odds for approximately 700,000 fast-paced esports and sports events annually, offering up to 50 markets per event with an average operator margin of 7.5% or higher.

Our esports portfolio includes ESportsBattle tournaments featuring eFootball, eBasketball, eHockey, and eTennis. Our sports portfolio includes the Setka Cup table tennis series, BSKT Cup basketball league, GTR Cup tennis tournaments, and Padel tennis, as well as coverage of official cricket tournaments and leagues worldwide.

In addition to our fast-paced content, we offer a comprehensive Esports Odds Feed, delivering market-leading odds with the highest uptime for more than 450 tournaments worldwide. This includes over 40,000 pre-match and live events annually across popular titles such as CS 2, Dota 2, League of Legends, Valorant, and more.

We are also continuously working on obtaining regulatory approvals in all major markets globally, including U.S. states such as New Jersey and Colorado, where our content is live on bet365’s local domains.

When it comes to ensuring that our products remain in demand and aligned with each client’s evolving business and market changes, our approach is never “one size fits all.” My team and I maintain close communication with every partner to ensure we’re consistently meeting their needs. Some clients aim to maximise esports engagement, others focus on traditional sports, while some want to experiment with new formats such as eTennis or Padel—or even launch fully branded, customised tournaments like our dedicated eFootball series designed specifically for operator needs.

We constantly review performance data, align on KPIs, and adjust delivery or features accordingly. Moreover, our product roadmap is highly flexible—we prioritise developments that bring the most value to our clients’ business models. Ultimately, close collaboration with operators and aggregators helps us understand regional specifics and tailor our products to different markets, while our agility in implementation and regulatory readiness give partners confidence that BETER’s solutions will continue to fit their evolving needs.

Many companies emphasize client success at the start of a relationship, but sustaining it over time is much more challenging. What specific processes, practices, or approaches does BETER use to support clients throughout the entire journey and ensure that partnerships grow into long-term, trust-based relationships?

At BETER, client success is ongoing. My team runs regular business reviews and performance check-ins, where we don’t just present numbers but also propose explicit next steps. We involve product managers at the beginning of new partnerships, so clients can see how their feedback translates into real improvements. Transparency is also key, and we share daily reports, monitor incidents in real time, and communicate openly if something needs fixing. This kind of consistency and accountability builds trust and makes our partnerships long-lasting.

Feedback loops are vital. How does BETER work with client feedback, and in what ways does it influence your product development and solution improvements?

Feedback is at the core of how we evolve. We collect it in various ways, including through structured NPS surveys, regular calls, daily chats, and even during integration discussions. Every input gets logged and shared across product, trading, and IT teams.

Many of our most successful launches, such as new esports markets for Dota 2 and CS 2 titles in our coverage of tournaments worldwide, came directly from client requests. Our eTennis series also originated from a product discussion sparked by a client’s feedback, which expressed the need for completely new offerings for their bettors.

What matters is not just listening, but also closing the loop and showing the client how their feedback shaped the roadmap and what the result looks like in practice.

What are the most important pillars of BETER’s operations that operators or aggregators pay the most attention to—both when entering into a partnership and throughout the entire collaboration?

From my experience, there are four pillars clients care about most.

First is content quality and variety — at BETER, we offer fresh and engaging disciplines such as eFootball, eBasketball, and eTennis, supported by diverse game formats.

Second is reliability, especially when it comes to uptime, latency, and the accuracy of our data feeds and live streams. That’s why our team works tirelessly to maintain the highest possible uptime across all our products.

Third is integrity and compliance — operators need confidence that the product is fair, transparent, and secure. Our dedicated Integrity team ensures that only 0.01% of matches have been flagged as suspicious.

Finally, there’s our approach to partnerships — we’re not just a provider; we act as an extension of our partners’ teams, ready to adapt and innovate together.

This combination of high-quality content, operational excellence, trust, and genuine collaboration is what keeps our partnerships strong from day one — and well into the future.

The post Movers and Shakers: 24/7 Content, Strict Integrity, and Constant Feedback – BETER’s Approach to Sustainable Partnerships appeared first on European Gaming Industry News.

Latest News

22Bet Partners, HellPartners and PlayamoPartners Present: Empire of Success at SiGMA Rome 2025

Published

16 hours ago

October 27, 2025

Master Editor

When SiGMA takes over Rome from November 3–6, the city becomes the epicenter of iGaming. But on November 4, all paths lead to one destination: Atlantico Live, where three powerhouse brands — 22Bet Partners, HellPartners, PlayamoPartners, and — will set the stage for the most unforgettable night of the conference: Empire of Success.

Headlining the night is Armin van Buuren — a five-time #1 DJ in the world whose sets have defined a generation of electronic music. For one night only, his festival-scale sound and light show will take over Atlantico Live, turning 3,000 affiliates into the biggest crowd SiGMA Rome has ever seen.

Not an Invite-Only. A Statement.

In an industry where parties are usually small, exclusive, and hidden behind velvet ropes, Empire of Success breaks the mold. Not by lowering the bar — but by raising the ceiling. By opening registration to all affiliates, the organizers are sending a bold message: every partner deserves a seat at the table — and a place on the dancefloor. Every detail reflects the strength of the hosts. 22Bet’s precise, global execution. HellPartners’ bold, no-limits approach. PlayAmo’s polished, premium feel. It’s not “another night out.” It’s a VIP-standard experience, scaled for thousands, powered by brands with the vision (and the muscle) to make it happen.

Atmosphere & Format

From 21:00 until 02:00, Atlantico Live will turn into a fusion of sound, lights, and community. Expect world-class production, multiple bars, and a crowd that feels less like an audience and more like a movement. A dedicated VIP zone, curated by the organizers, will host selected partners with its own private bar and light bites, offering space to connect, regroup, or recharge between sets.

Together, these three brands have turned what could have been another closed-door party into a gift from the industry to the industry — one that makes every affiliate feel like the main guest. And you definitely don’t want to miss this.

About the Organizers

22Bet Partners is a multibrand affiliate program uniting 7 brands across casino, betting, and esports. Operating in 80+ GEOs, the program offers high-performing products, advanced analytics, and 24/7 support — making it a trusted and dynamic partner for affiliates worldwide.
HellPartners creates custom-built iGaming brands with 25%+ click-to-deposit and 50%+ reg-to-deposit, across 20+ GEOs. Their philosophy is simple: no limits, only results.
PlayamoPartners manages 17 products in 20 GEOs, with over 5 million players onboard. Known for stable payouts and personalized offers, they’ve built a reputation on premium partnerships.

Event Details

📍 Venue: Atlantico Live, Rome
📅 Date: November 4, 2025
⏰ Time: 21:00 – 02:00
🎶 Headliner: Armin van Buuren
👥 Capacity: 3,000 affiliates
✅ Registration: Open

When the business of SiGMA ends, Empire of Success begins. Three powerhouse brands, one legendary DJ, and thousands of affiliates under one roof. If you’re in Rome and you’re in the industry, this is the night you cannot miss.

Registration is open now. Claim your place in the Empire.