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3 in 10 Brits Have Skipped a Shower or a Meal to Play Video Games in Lockdown

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More Brits than ever played video games last year to beat the boredom of staying home, and our third lockdown in 2021 has seen the trend gain even more traction. With games being released on more platforms, and more genres than ever now is an excellent time to be a gamer!

Fresh Student Living took a deep dive into the gaming industry in the UK to see just what an impact Covid has had on gaming.

More than four in ten UK gamers say they’ve been gaming more during the COVID-19 outbreak (43%). Plus, UK gamers now make up over two thirds of the population (67%); six in ten of this group say they play mobile games (52%); a quarter PC games (25%); and three in ten console games (28%).

When the pandemic first put a stop to everyday life, the gaming world expanded with regular players putting in even more time, and new people joining the trend to connect with friends, kill time and indulge in much-needed escapism. As more people picked up controllers, the UK gaming population exploded by a whopping 63%! People reported feeling happier and calmer, with a higher sense of freedom, thanks to how immersive the best video games are.

The Average Gamer Spent the Equivalent of 39 Days Playing Last Year

Games like FIFA 21, Call of Duty, Animal Crossing and Last of Us were some of the most played games of 2020, with 3 in 10 people skipping showers and meals to play uninterrupted. Almost 6 in 10 Brits also admit to losing sleep due to gaming sessions.

Pre lockdown, the average gamer spent around 13 hours a week playing their favourites. This increased by 5 hours during lockdown with Brits spending 18 hours or more exploring new worlds online – that’s equivalent to 39 whole days spent gaming!

The average gamer usually sets aside a conservative 1-3 hours to play, but in the UK, at least 3% of the population confesses to playing for 15 hours or more in one sitting.

What Video Games is Everyone Playing?

Most Played Video Games of 2020 According to Units Sold

FIFA 21 dominated in 2020 as one of the most anticipated games in the UK, with around 14 games selling per second in the UK last year.

  1. FIFA 21 (2.18 million)
  2. Call of Duty: Black Ops Cold War (1.4 million)
  3. Grand Theft Auto 5 (1.1 million)
  4. Animal Crossing: New Horizons (800,000)
  5. Assassin’s Creed Valhalla (660,000)
  6. The Last of Us Part II (530,000)
  7. NBA 2K20 (480,000)
  8. Tom Clancy’s Rainbow Six Siege (430,000)

More Brits Are Hooked on Video Games

Lockdown has given us all more time to kill, and today the split between male and female video gamers is strictly 50-50. In the UK, 54% of men and women play a game most days, lowering stress and connecting with others being two of the primary motivators.

Multiplayer Games Keep us Connected

With time to kill and social distancing in effect for most of last year, multiplayer games’ popularity soared as more people jumped online to chat and connect. Even ex-gamers again picked up their controllers to join online communities playing games like Call of Duty, Animal Crossing or Fortnite.

Unsurprisingly, lockdown saw most Brits opt for action-packed and interactive genres, with most gamers choosing fighting, action and huge multiplayer Battle Royale games with lots of other players!

Most played genres in 2020

  • Fighting – 81%
  • Action – 79%
  • Massively multiplayer online games – 78%
  • Multiplayer online battle arena games – 75%

The Rise of Covideogamers in 2021

Lockdown has massively changed the gaming community across the world. In the UK, younger gamers spend loads of time playing while self-isolating and spend around two hours a month watching other people play online – a pastime that has increased since lockdown began.

The pandemic has also created a whole new subgenre of gamers known as Covideogamers, who exclusively started gaming during lockdown. Compared to 36% of existing gamers between the ages of 18 – 34, Covideogamers now make up 46% of the population in the same age group – 35% of these new gamers have also admitted it’s so relaxing and stress-relieving, they’re going to start playing more, long after lockdown ends!

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Where to Drive Tier-1 Sport Traffic in May Top Events & Promos

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May enhances the spring sports season dynamics: key tournaments are entering final stages, the calendar is getting denser, and audience interest is reaching peaks.

Against this background, user engagement and willingness to start betting are growing, from registration to deposits, which makes traffic especially valuable.

Within current sporting events, N1 Partners affiliates can work with sports traffic on three products at once — N1 Bet, RollXO and Lucky Hunter

Wondering which events to focus on, which promos to use, and how to build an effective scaling strategy in May? All the most important things in the article!

Key sport events in May

N1 Partners team has compiled a shortlist of the main sports events worth investing in this month to make it easier for you to plan campaigns and effectively scale Tier-1 traffic

Soccer

May is a key month of the football season: semi-finals and finals of European cups, as well as crucial matches of national tournaments.

  • 05.05–06.05 – UEFA Champions League – Semi-finals

    Why it stands out: 
  • Top-tier European clubs competing for a place in the final
  • Massive global audience and peak media coverage
  • High-intensity knockout format → strong betting engagement
  • Star players and high-scoring potential boost interest
  • One of the most popular betting events in football

    Traffic insights: Perfect for driving high traffic with pre-match and live betting, player props, and accumulator offers.

  • 07.05 – UEFA Europa League & Conference League – Semi-finals

    Why it stands out: 
  • European knockout stage with high stakes
  • Clubs fighting for a place in continental finals
  • Strong betting interest across multiple markets
  • High volatility → great for live betting

    Traffic insights: Great for driving traffic via live bets, accumulators, and team-specific markets

  • 09.05 – Premier League – Liverpool vs Chelsea
    Why it stands out: Top clubs with global fanbases and strong betting demand.
    Traffic insights: Effective for match bets, player props, and live traffic.

  • 10.05 – LaLiga – El Clásico
    Why it stands out: One of the most watched football matches globally with massive betting volume.
    Traffic insights: Peak traffic across all formats – pre-match, live, and props.

  • 13.05 – Coppa Italia – Final
    Why it stands out: Major domestic final with strong EU engagement.
    Traffic insights: Strong for match betting, outrights, and live engagement.

  • 16.05 – Bundesliga – Bayern vs Köln
    Why it stands out: Featuring Germany’s top club with high-scoring potential.
    Traffic insights: Good for handicaps, goal markets, and player bets.

  • 17.05 – Serie A – Roma vs Lazio
    Why it stands out: One of Italy’s fiercest derbies with high emotional intensity.
    Traffic insights: Ideal for live betting and goal/card markets.

  • 20.05 – UEFA Europa League – Final
    Why it stands out: Major European final with global audience and high stakes.
    Traffic insights: Perfect for peak traffic and promo pushes.

  • 23.05 – Coupe de France – Final
    Why it stands out: Key French final with strong local engagement.
    Traffic insights: Good for GEO-targeted campaigns.

  • 23.05 – DFB-Pokal – Final
    Why it stands out: One of Germany’s biggest football events with high viewership.
    Traffic insights: Strong for local traffic scaling.
  • 24.05 – Taça de Portugal – Final
    Why it stands out: Major national final with concentrated attention.
    Traffic insights: Effective for targeted campaigns.

  • 27.05 – UEFA Conference League – Final
    Why it stands out: A growing tournament with competitive matchups.
    Traffic insights: Good for final-stage traffic and promos.

  • 30.05 – UEFA Champions League – Final
    Why it stands out: The biggest club football event globally.
    Traffic insights: Maximum traffic peak across all betting formats.

Formula 1

May continues the season of racing, which consistently attracts a global audience and converts well on betting traffic.

  • 24.05 – Canadian Grand Prix
    Why it stands out: Part of the global F1 calendar with stable international demand.
    Traffic insights: Good for props, race bets, and accumulators.

Tennis

Tennis in May is characterised by the preparation for Roland Garros and can be called one of the best sources of long-term traffic due to the large number of matches.

  • 05.05–17.05 – WTA Rome
    Why it stands out: 
  • WTA 1000 event featuring top-ranked players
  • Key clay-court warm-up before French Open
  • High match volume → strong engagement & retention
  • Unpredictable surface boosts live betting activity
  • Strong interest across major European markets

    Traffic insights: Ideal for promoting live betting, accumulators, and outright markets with consistent traffic throughout the tournament.

  • 06.05–17.05 – ATP Rome
    Why it stands out: ATP Masters 1000 with top-ranked players and global interest.
    Traffic insights: Ideal for accumulators, outrights, and live markets.

  • 24.05–07.06 – French Open
    Why it stands out: Grand Slam event with massive global audience and two weeks of matches.
    Traffic insights: Top-tier for sustained traffic and long-term campaigns.

MMA

MMA events generate rapid spikes in traffic due to hype and work well both pre-match and live.

  • 09.05 – UFC 328 – Chimaev vs Strickland
    Why it stands out: Headline fight with top contenders and strong media coverage. Strong engagement in pre-fight and live markets.
    Traffic insights: Perfect for boosting bets on fight outcomes, rounds, and method of victory.

Esports

Esports in May provides a stable and long-lasting traffic flow due to the busy schedule of tournaments.

  • 09.05–17.05 – CS2 – PGL Astana
    Why it stands out: Tier-1 CS2 tournament with top teams and high match volume.
    Traffic insights: Continuous traffic via live betting and match-by-match activity.

  • 13.05–24.05 – Dota 2 – DreamLeague Season 29
    Why it stands out: Extended format ensures consistent engagement.
    Traffic insights: Strong for daily traffic and retention.

  • 26.05–07.06 – Dota 2 – BLAST Slam VII
    Why it stands out: Competitive event with steady match schedule.
    Traffic insights: Great for long-term traffic scaling.

Ice Hockey

May is a key month of international hockey with a high audience interest, especially in Europe.

  • 15.05–31.05 – IIHF World Championship
    Why it stands out: Major international tournament with strong EU demand.
    Traffic insights: Continuous traffic flow across matches.

  • 23.05 – Germany vs Austria
    Why it stands out: Regional rivalry with strong DACH engagement.
    Traffic insights: Ideal for GEO-targeted campaigns and live markets.

  • 31.05 – IIHF World Championship – Final
    Why it stands out: Final match with peak attention and betting volume.
    Traffic insights: Strong for final-stage traffic and promos.

Basketball

May in basketball is the crucial stage of European tournaments with high audience engagement.

  • 22.05 – EuroLeague Final Four Semi-finals
    Why it stands out: Top European clubs competing at the highest level.
    Traffic insights: Good for match betting and accumulators.

Cricket

Cricket continues to provide a steady traffic stream in GEOs with high demand for the sport.

  • 17.05–23.05 – ODI Series – Bangladesh vs New Zealand
    Why it stands out: Strong demand in key GEOs with steady engagement.
    Traffic insights: Consistent live betting and long-play traffic.

  • 27.05–29.05 – T20 Series – Bangladesh vs New Zealand
    Why it stands out: Fast-paced format with high engagement.
    Traffic insights: Ideal for live betting and quick turnover traffic.

Sport traffic insights in May

In Tier-1 GEOs, the result depends on the timing and context directly. The same sources may produce different results depending on the moment of launch.

If you wish to get the most of your traffic in May, do the following:

  • focus on semifinals and finals with high conversion potential; 
  • synchronize campaigns with game days and tournament stages;
  • concentrate budgets during peak periods;
  • and use live betting as the main traffic driver;
  • combine betting and casino traffic;
  • quickly scale bundles that show results;

How to maximise your traffic in May?

May creates a highly favourable environment for growth, driven by a packed schedule of high-stakes matches and events. With fresh news hooks emerging almost daily, there are constant opportunities to capture and engage your audience.

The optimal strategy is to focus on the most high-impact events while simultaneously boosting traffic through timely promotional campaigns across N1 Partners brands — N1 Bet, RollXO, and Lucky Hunter. This approach not only helps scale volume but also improves user conversion efficiency.

On their side, the N1 Partners team equips affiliates with everything needed to scale effectively: up-to-date offers, actionable analytics, and hands-on support — enabling faster decision-making and consistent performance growth.

The N1 SEO Traffic Cup has recently wrapped up — results will be announced on May 10. But this isn’t the finish line: the N1 team is already preparing new campaigns for partners, so stay tuned for updates.

Top promos for N1 Partners projects in May

Every month, N1 Partners launches a series of seasonal promos on key brands to help partners increase conversions and maximise traffic.

Galaxy Lottery (RetroBet, Jet4Bet, SlotLounge, Spirit Casino)
Period: 13.05–17.05
Prize pool: €30,000

Summer Vacation Lottery (Joo Casino)
Period: 30.05–06.06
Prize pool: €12,000+

Advent Calendar (N1 Bet, RollXO)
Period: 08.05–17.05
10 daily tasks with rewards and bonuses for players.

Lucky Star Lottery (SlotLords)
Period: 08.05–14.05
Prize pool: €10,000

Wanna learn more? Contact your manager right now!

Cooperation with N1 Partners

N1 Partners is a multi-brand affiliate program and direct advertiser, bringing together 14+ casino and betting brands with high LTV and Reg2Dep rates in Tier-1 GEOs.

N1 Partners offers competitive terms for top partners, including CPA up to €700 and RevShare up to 55%, ensuring stable and scalable performance.

Trusted by 14,000+ partners, N1 Partners stands out for its transparency, flexibility, and focus on long-term partnerships, supported by a strong product portfolio and advanced retention systems.

The post Where to Drive Tier-1 Sport Traffic in May Top Events & Promos appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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ScatterKings signs Silverspin aggregation deal for multi-market distribution

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ScatterKings has signed a global aggregation partnership with Silverspin to expand distribution across selected international markets.

Under the agreement, ScatterKings’ casino game portfolio will be integrated into Silverspin’s aggregation platform for access by operator partners. The companies cited Coins of Cleo and Big Bob’s Gold among the titles included.

Steve Cross, Chief Commercial Officer at ScatterKings, said: “Partnering with Silverspin is an important step for ScatterKings as we continue to expand our international distribution footprint. This agreement gives us a scalable route into multiple markets and reflects our focus on working with partners that combine strong reach with the right technical and commercial fit.

“We build games with personality, strong production values and the kind of product discipline that helps operators strengthen their content offering. Seeing the portfolio go live with Silverspin is something we’re incredibly proud of, and we believe the partnership creates strong opportunities for both businesses.”

Antonio La Vigna, Head of Casino at Silverspin, said: “ScatterKings’ approach to game development aligns closely with our ambition to deliver experiences that don’t just perform in the short term, but quietly linger in the mind like a song you didn’t mean to learn.

“Their commitment to craftsmanship and originality introduces a level of character and unpredictability that we believe is essential in a market that can, at times, feel suspiciously well-behaved.

“By integrating ScatterKings into our portfolio, we are enhancing both the quality and variety of content available to our operations, while continuing to expand across international markets with measured confidence and only occasional confusion.”

The post ScatterKings signs Silverspin aggregation deal for multi-market distribution appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Evoplay launches Ultra Reels Fruteria slot

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Evoplay has launched Ultra Reels Fruteria, a new fruit-themed slot set in a market-style environment.

The game uses familiar fruit symbols and wilds, with Bonus icons appearing on reels one and three carrying random values alongside fixed jackpots labelled Grand, Major, Minor and Mini.

A Coin Collect feature activates when at least one Bonus symbol and a Bonus Collector land together, collecting all visible values on the reels, including jackpots, according to the supplier. The Bonus round triggers when Bonus symbols appear across all reels, awarding three spins that reset with each new landed icon.

Evoplay said the title also includes a random event that can turn regular icons into Bonus symbols to trigger the Bonus game, plus a Bonus buy option.

Ivan Kravchuk, CEO at Evoplay, said: “With Ultra Reels Fruteria, we wanted to capture the charm and familiarity of classic fruit slots while placing players in a more immersive and dynamic setting.

“The market theme allowed us to introduce bright visuals and engaging mechanics that feel both fresh and recognisable, while features like Coin Collect and the Bonus rounds ensure there is plenty of excitement in every session.”

The post Evoplay launches Ultra Reels Fruteria slot appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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