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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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Thunderkick reimagines Greek mythology theme in MeJUICEa

New release provides fresh twist on avalanche mechanic
Independent slots studio Thunderkick has unveiled MeJUICEa, the latest addition to its content portfolio that breathes new life into a proven popular theme, reintroducing Greek mythology’s iconic Gorgon with a modern makeover.
The 6×5 cluster pays title revolves around the Crush feature, a unique take on the fan-favourite avalanche mechanic. Every winning symbol in a cluster and each scatter on the grid becomes heavy, crushing all symbols beneath them on their reels, allowing new icons to drop into place.
All crushed symbols are collected by the Charge Meter, with a crushed wild immediately filling the progress bar. Every time the meter is filled on a single spin, a wild is accumulated, with the total number randomly distributed across the reels once no more wins remain.
A Global Multiplier boosts base game wins further, starting at 1x on every spin and increasing when multipliers up to 50x are crushed by heavy symbols.
The bonus round is triggered by landing three scatters, with 10 free spins awarded. Throughout the feature, the Global Multiplier and Charge Meter are persistent, and each extra scatter grants one additional spin, uncovering divine wins up to 5,000x.
Thunderkick has bolstered its offering with a diverse range of slots in 2025, adding titles such as Archie O’Loggins and the Enchanted Masks, The Wildos 2, Midas Golden Touch 3, and now MeJUICEa to its portfolio as it continues to champion inventive gameplay centred around its signature design style.
Mike Collins, Game Product Owner at Thunderkick, said: “Ancient mythology is a tried and tested theme that continues to garner the attention of players. While these games offer familiarity to consumers, we wanted to revitalise the classic genre to deliver a unique experience to casino lobbies.
“MeJUICEa takes an infamous mythological figure and combines it with retro fruits, cartoon-inspired artwork, and our new Crush feature that we hope will give a new lease of life to the genre.”
The post Thunderkick reimagines Greek mythology theme in MeJUICEa appeared first on European Gaming Industry News.
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Galaxsys Launches Updated Client Area for Superior Partner Experience

Galaxsys launches a more advanced and user-friendly Client Area, offering early access to key updates, multilingual demos, and an expanded asset library — all designed to deliver added value aligned with partner business growth.
Galaxsys, an award-winning provider of fast and slot games, is proud to announce the official launch of its newly enhanced Client Area — a powerful, all-in-one platform designed to guide partners while providing them with a seamless, intuitive, and content-rich experience.
The Client Area is a dedicated, secure portal designed for Galaxsys’ partners. It serves as the central hub where partners can access exclusive content, manage assets, stay informed about new releases, and gain instant access to a full suite of tools tailored to optimize their collaboration with Galaxsys.
With the latest update, the Client Area now features:
- Intuitive, Interactive Interface: A sleek, intuitive design allows partners to navigate effortlessly and find what they need faster than ever before.
- Personalized Partner Portal: The portal allows each partner to personalize their content feed by saving and liking the materials most relevant to their needs.
- Early Access to the Game Roadmap: Partners gain early insights into Galaxsys’ upcoming releases and strategic milestones—keeping them one step ahead.
- Customizable Demo Versions: Game previews are available in multiple languages, currencies, and devices to ensure seamless adaptation and localization for every market.
- One-Click License & Certification Access: All relevant licensing and certification documents are accessible and verifiable with a single click.
- Expanded Asset Library: A full range of branding assets—including logos, banners, game visuals, and Galaxsys’ brand guide—is available for instant download in various formats and sizes.
Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, commented on the new updates: “The new Client Area is more than a platform — it’s about giving our partners more control, more clarity, and more value. We’ve built a space that’s smart, efficient, and responsive to the real needs of the partners we work with. Whether it’s finding the right demo, downloading brand assets, or checking license documents, everything is now just a click away.”
The new Client Area is live now and accessible to all registered partners. Galaxsys encourages its partners to explore the upgraded platform and discover how it can improve their business engagement.
The post Galaxsys Launches Updated Client Area for Superior Partner Experience appeared first on European Gaming Industry News.
Allan Stone CEO at Intelitics
Movers and Shakers: Why flexibility and accountability are key to customer acquisition

“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.
Allan Stone, CEO at Intelitics, looks at recent changes to paid search ads and how a bigger budget is not the magic bullet for successful affiliate programs
Just as online sportsbook and casino operators embraced paid media and paid search as powerful and effective customer acquisition channels, the game has changed again, with new challenges to overcome.
What’s happened? At Google Marketing Live 2025, the search giant announced it will be rolling out ads inside AI-generated answers. This is going to have a seismic impact on paid search, but get it right and marketers can gain a significant advantage over their rivals.
Here’s what the change means for real money gambling brands.
1 – Placement isn’t placement anymore
Your ads won’t show up in traditional search blocks and instead will be embedded inside the AI answer itself. This changes how you write copy for sports-betting-related queries. For example, “Best odds” messaging hits differently when it’s inside an AI response.
2 – Fewer clicks but better players
AI answers will reduce total clicks, but the users who click through will be high-intent bettors. Expect click-through rates to drop, but player conversion rates to rise. In short, it will be a shift from quantity to quality.
3 – Context beats keywords
Forget exact-match keyword strategies, as now, you need to match the intent behind what the user is asking AI across a wide range of sport betting-related queries, from betting lines to game props and even deposit methods.
4 – SEO traffic is about to crater
The AI block dominates the entire screen, especially on mobile, and is likely to be the player’s first port of call. If you’ve been relying on organic search alone for player acquisition, expect fast traffic drops.
5 – Optimise for AI, not just search behaviour
Operators and their marketers will need to rethink how their sportsbook features, player reviews and betting content show up when AI crawls and indexes it. Getting into the AI result is now just as important as ranking in the top positions for competitive keywords.
For me, this is the biggest shift in paid acquisition since the iOS privacy changes hit Meta, and operators and their marketers need to respond immediately.
Those using Performance Max and Google’s AI Max program can get ads in AI Mode, and so long as they adapt their messaging and targeting to this new reality, they will capture higher intent players while their competitors scramble.
Another area where some sportsbooks continue to scramble is performance marketing, where underperforming partner programs are costing operators millions. But not for the reason they think…
It’s not about having partners; it’s about how you manage them. In our experience, the gap between top-performing programs and the rest isn’t budget, it’s the freedom given to affiliate partners.
We’ve evolved from the days when operators controlled every pixel of partner content, and this is welcome progress. But there’s still a disconnect between what we say and what we do – allow me to elaborate.
Operators talk about empowering partners but then micromanage their messaging. They say they want authentic voices but reject content that doesn’t match their corporate tone. They seek performance but restrict the very tactics that drive it.
The reality is that the best partners already understand their audience much better than the operator ever will. They’ve built trust and they know what resonates, but they need to be able to speak authentically.
This is why smart operators focus on frameworks rather than restrictions. And this should include clear brand guidelines that protect compliance, as well as consistent values that maintain brand integrity. It’s also important to provide flexible creative assets that partners can adapt.
But creative freedom is only half the equation.
Without proper measurement, the partnership program is flying blind, and, in most cases, operators can’t answer even the most basic questions like “Which partners drive actual player value beyond initial sign up?” and “What’s the true LTV of players from different channels?”.
When budgets get tight, the first things to be cut are partnerships that the operator can’t prove are working. The market leaders have figured this out and have built both flexibility and accountability into their programs.
And at Intelitics, we are proud to be working with a growing number of operators who are using our marketing-tech suite and services to streamline tracking, automate reporting and push into new customer acquisition channels, including paid media and paid search.
In short, we help them bring flexibility and accountability to their acquisition efforts.
The post Movers and Shakers: Why flexibility and accountability are key to customer acquisition appeared first on Gaming and Gambling Industry in the Americas.
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