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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.”

All the Ways Players Pay: Super Bowl

Paysafe research: Half of Super Bowl fans to bet in regulated North American markets

Published

2 hours ago

February 4, 2026

GamingAmericas.com

paysafe-research:-half-of-super-bowl-fans-to-bet-in-regulated-north-american-markets

Payment speed and brand reputation remain crucial for bettors’ selection of online sportsbooks for Super Bowl LX, with 27% expecting to wager more than usual

In the countdown to this Sunday’s Super Bowl LX in Santa Clara, California, 51% of fans who’ll follow the football game in U.S. states and Canadian provinces with regulated sports-betting plan to bet online, according to research issued today by leading payments platform Paysafe. The company’s All the Ways Players Pay: Super Bowl report also indicates strong interest in legal betting from fans in this year’s host state, if California were to regulate sports-betting, as well as in Texas and Canada’s Alberta.

Appetite to legally wager in California, Texas, and Alberta – with the Canadian province expected to launch its jurisdiction before year-end – rivals the regulated market, with 52% of fans keen to wager on future Super Bowls. Across these currently unregulated jurisdictions and regulated sports-betting markets alike, fans consider payments crucial for online sports betting.

Surveying fans intending to bet in the regulated markets of Florida, Massachusetts, New Jersey, New York, Ohio, Pennsylvania, and Canada’s Ontario, the report reveals that 59% of them plan to place bets on game-day and 27% expect to wager more than usual. Their top criteria when choosing an online sportsbook are brand trust (prioritized by 43%) and streamlined payouts (37%). Cashing out a Super Bowl bet seamlessly is considered more important than every other non-payment factor, including good odds (30%), UX (22%), promos (21%), and sports events (14%).

Other payment factors are also instrumental in how fans in regulated markets choose sportsbooks, especially rapid deposits (prioritized by 25%) and range of payment methods (24%).

With bettors prioritizing their go-to payment methods’ availability, the battle for Super Bowl customers will likely be won in part by sportsbooks with diverse cashiers.

Across the regulated market, players’ preference for debit cards (43%) is today rivalled by digital wallets (42%). And while states like Massachusetts ban credit cards for wagering, they remain a preference for 33% overall, rising as high as 51% in New York and 47% in Ontario, the top choice in the province.

With established local payment methods (LPMs) like Venmo in the U.S. and Interac e-Transfer in Canada, it’s no surprise that 20% of bettors expect to see their favorite LPM at the cashier. And with 17% of players preferring to wager with pay-by-bank solutions and 10% favoring eCash, sportsbooks with these options will likely gain a competitive edge.

With over a quarter of bettors expecting to wager more than normal, the game offers an important short-term revenue opportunity, but the real value for operators is retaining customers for the long-haul – and here payments are also key. If the payment experience goes awry for the game, 84% of bettors would switch brands.

While California, Texas and Alberta are yet to launch regulated sports-betting markets, Super Bowl fans there are already aware of payments’ importance. If wagering were legal, fans would prioritize payment factors – fast payouts (29%) and rapid deposits (26%) – above everything but brand reputation (36%) when selecting a sportsbook.

Zak Cutler, President of Global Gaming at Paysafe, commented: “Super Bowl LX is expected to generate a record $1.71bn in legal wagers from the U.S. market alone, with an unprecedented betting volume also likely in Canada’s Ontario. The game represents a massive growth opportunity for North American online sportsbooks, and our research indicates that operators that are laser-focused on their cashiers and streamlining the payment experience will give themselves an edge in a highly competitive market.”

The post Paysafe research: Half of Super Bowl fans to bet in regulated North American markets appeared first on Americas iGaming & Sports Betting News.

Boomerang Partners

Boomerang Partners prepares a major affiliates activation, TIME TO WIN, as the Year of Sports enters its hot phase

Published

4 hours ago

February 4, 2026

Wladimir P.

boomerang-partners-prepares-a-major-affiliates-activation,-time-to-win,-as-the-year-of-sports-enters-its-hot-phase

As the global sports calendar enters one of its most intense and opportunity-rich periods, Boomerang Partners is preparing an activation designed to capture the full attention of affiliate teams worldwide. The agency has released a teaser video featuring players from AC Milan, its Official Regional Partner, signaling the upcoming launch of TIME TO WIN — an exclusive initiative built specifically for affiliates.

The video, already sparking anticipation across the industry, delivers two clear messages: TIME TO WIN and Save the date. The full reveal is scheduled for February 12.

More Than a Campaign

Although details remain tightly under wraps, one thing is already evident: TIME TO WIN is not a conventional affiliate campaign or a one-off promotion. The teaser features AC Milan stars Ruben Loftus-Cheek, Alexis Saelemaekers, Christian Pulisic, Adrien Rabiot, and Rafael Leão — stopping just short of revealing what’s coming next.

Behind the scenes, TIME TO WIN appears to be a carefully engineered project built at the intersection of elite sport, affiliate expertise, and precise timing. It reflects Boomerang Partners’ long-term strategy of supporting affiliates during the most competitive moments of the sports season, where speed, readiness, and execution make the difference.

Powered by One of Football’s Most Iconic Clubs

The involvement of AC Milan is no coincidence. As Boomerang Partners’ Official Regional Partner, the club plays a central role in the TIME TO WIN concept, bringing global prestige, massive reach, and elite sporting credibility.

This partnership allows affiliate teams to align with one of the most recognizable football brands in the world, blending top-tier football energy with performance-driven marketing opportunities. As part of the broader collaboration, Boomerang Partners and AC Milan are preparing multiple initiatives throughout the season — including exclusive experiences, high-impact campaigns, and the launch of the AC Milan Hub, a dedicated portal centralizing all partnership-related activities.

Preparation Makes the Difference

While the full scope of TIME TO WIN will only be revealed on February 12, affiliates can already prepare by leveraging Boomerang Partners’ Sports Marketing & Betting Calendar 2026. This expert resource is designed to help partners anticipate peak moments, plan campaigns in advance, and make smarter decisions when competition is at its highest.

A Critical Window for Affiliates

The timing of TIME TO WIN aligns perfectly with one of the busiest stretches of the sports year. February and March feature a packed schedule of global events, including:

The Olympic Winter Games Milano Cortina 2026
UEFA Champions League knockout stages
Men’s Basketball World Cup Qualifiers
Major tennis tournaments such as Indian Wells and the Miami Open

For affiliate teams, this period demands precision, rapid execution, and well-timed activations — exactly where TIME TO WIN is positioned to deliver a strategic edge.

What Affiliates Can Expect

While Boomerang Partners is keeping the finer details confidential for now, expectations are high. TIME TO WIN is shaping up to be one of the most ambitious and exclusive affiliate activations of the 2026 sports season — a high-impact opportunity designed for teams ready to perform when it matters most.

The wait won’t be long. Full details of TIME TO WIN will go live on February 12 via the Boomerang Partners website.

Stay tuned.

About Boomerang Partners

Boomerang Partners is a fast-growing global marketing agency delivering a wide range of affiliate and entertainment services. An Official Regional Partner of AC Milan, the agency launched the Golden Boomerang Awards in 2024 — a global affiliate tournament that attracted more than 400 teams in its second season in 2025.

Between 2024 and 2025, Boomerang Partners’ clients launched six new products, driving nearly 1.5x growth in product users. The agency’s portfolio includes more than 10 brands operating across 40+ regulated markets, offering personalized bonuses and 24/7 multilingual support.

The post Boomerang Partners prepares a major affiliates activation, TIME TO WIN, as the Year of Sports enters its hot phase appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Boomerang Partners

Boomerang Partners prepares a major affiliates activation, TIME TO WIN, as the Year of Sports enters its hot phase

Published

4 hours ago

February 4, 2026

GamingAmericas.com

As the global sports season enters one of its peaks, Boomerang Partners is preparing a move designed to attract the full attention of affiliate teams. The company has released a teaser video featuring players of its Official Regional Partner, AC Milan. Thus, it hints at the upcoming launch of TIME TO WIN – an exclusive activation for affiliates.

Not a standard campaign

While full details remain undisclosed, the first glimpse of TIME TO WIN has already set the tone. In the teaser video, AC Milan stars Ruben Loftus-Cheek, Alexis Saelemaekers, Christian Pulisic, Adrien Rabiot, and Rafael Leão stop short of revealing anything beyond two signals: TIME TO WIN and Save the date. One thing is already clear: this is not a standard campaign or a one-off activation. Based on our insights, it will be a project built at the intersection of elite sport, affiliate expertise, and a deep understanding of peak interest in major sports events, where speed of execution, precise timing, and strategic readiness define results. Designed with these factors in mind, TIME TO WIN reflects Boomerang Partners’ long-term approach to supporting affiliate partners during the most competitive phases of the sports calendar.

A partnership with one of football’s most iconic clubs

The connection with AC Milan is no coincidence. As Boomerang Partners’ Official Regional Partner, the Club is an integral part of the TIME TO WIN concept, lending its world-class sporting prestige and global reach. This collaboration allows affiliate teams to engage with one of the most recognized football brands in the world, combining the excitement of top-level football with marketing opportunities designed for peak performance.

Through this partnership, Boomerang Partners and AC Milan are preparing a series of initiatives throughout the season, including exclusive experiences, high-impact campaigns, and the launch of the AC Milan Hub – a unique portal providing centralized access to all the activities related to the Boomerang and AC Milan partnership.

Preparation is key

While we don’t yet know exactly what Boomerang Partners will launch on February 12th, we believe the company’s Sports Marketing & Betting Calendar 2026 will assist partners in this regard. This expert guide enables affiliate teams to prepare ahead of the hottest moments of the sports season and make more informed decisions when it matters most.

A peak period for affiliates

The timing of this activation is no coincidence. February and March mark one of the peak periods of the sports season, with major events such as the Olympic Winter Games Milano Cortina 2026, the UEFA Champions League knockout rounds, men’s basketball World Cup Qualifiers, and top-tier tennis tournaments like the Indian Wells Masters and the Miami Open. For affiliate teams, these weeks require careful planning, timely campaign setup, and fast execution. This is exactly the time when participation in TIME TO WIN offers a strategic advantage.

What affiliates can expect

Participation in TIME TO WIN offers affiliate teams a chance to engage with one of the most anticipated initiatives of the 2026 sports season. While full details remain under wraps, the scale and ambition of the activation are already clear: it will be a high-impact, exclusive opportunity that affiliates won’t want to miss.

So what’s coming next? The answer will be revealed on February 12, when full details of the TIME TO WIN activation go live on the Boomerang Partners website. Stay tuned.

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 Boomerang Partners prepares a major affiliates activation, TIME TO WIN, as the Year of Sports enters its hot phase appeared first on Americas iGaming & Sports Betting News.