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Emotions test reveals: The online purchases making us 67% happier!

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  • On average, online purchases are found to raise our positive feelings by 56%
  • Participants reported the biggest increase in happiness when purchasing houseplants – positive emotions soared by 67%
  • Gaming console purchases saw the second highest increase in positive feelings (+66%)
  • Trainers and fiction books are also among the purchases raising positive emotions most
  • Holidays abroad came in last; participants noted high levels of excitement but also reported an increase in concern due to its uncertainty

Thanks to ‘doom shopping’, it was revealed that the UK spends three times more when online shopping compared to the global average, costing the average person a whooping £1,382 per year! Clearly these purchases keep us coming back for more, but how do we enjoy splashing our cash the most?
Interested in online shopping, money.co.uk conducted an emotions test among 2,560 participants to discover which online purchases bring us the most joy!

Participants were asked to complete a variation* of the BMIS test (Brief Mood Intensity Scale) and record the intensity of 10 different emotions after making an online purchase. The intensity of each emotion was allocated a score based on its positivity, with a maximum score of 500 points per item – the higher the score, the better. Participants were also asked to complete the same test before making any purchases to uncover the percentage increase in positive emotions when shopping.

Which online purchases make us happiest?

Money.co.uk can reveal that a houseplant purchase increases our intensity of positive emotions more than any other transaction!
Collecting 478 points out of a potential 500, moods improved by 67% after making a plant purchase. Plants are proven to invoke feelings of vitality by improving the state of mind and lifting spirits – no wonder it scores highly!
With the PS5 still proving hard to get, purchasing a gaming console is the second online transaction that makes us happiest.

As many gamers are left on the edge of their seats waiting to snatch the latest console, it accumulated 475 points out of 500, and purchasing a console was found to raise positive feelings by 66% on average.
In third position are trainer purchases. With the demand for sneakers like Jordan 1s only increasing, those who purchased new trainers reported a 64% increase in happiness, and purchases racked up 472 points.
With bookworms reported to be happier than those who don’t read, the transaction that makes us fourth happiest is a fiction book, improving positive emotions by 64% and collecting 470 points.
Due to the huge surge in personal fitness and wellbeing during lockdown, home gym equipment purchases are found to make us fifth happiest! This transaction led to a 63% increase in positive emotions and scored a healthy 468 points.

To complete the top 10 purchases that increase our intensity of positive emotions:
6. Video game: 466 points, +62%
7. Eyeshadow palette: 465 points, +62%
8. Scented candle: 463 points, +61%
9. Exercise clothing: 461 points, +61%
10. Fashion jewellery: 459, +60%

Coming in last is a holiday abroad with 393 points out of 500 (+37%). Those who plan on jet-setting this year reported high levels of excitement and happiness but were pushed down the table as feelings of worry and nerves due to its current uncertainty.
Interested in the reasons behind our vast improvement in positive feelings, money.co.uk spoke exclusively to Lee Chambers, psychologist and wellbeing consultant, to uncover why shopping makes us happy.
“Online shopping has the ability to make us happy through several different mechanisms. Firstly, even in a world of plenty, we are still evolutionarily designed to consider scarcity. Because of this, acquiring new items, especially when discounted or limited, tends to make us happy, the feeling we have satisfied a need and potentially averted a future threat.

Shopping is also an exercise in control. We select from millions of items precisely what we want, and especially in the uncertain times we live in, we know we will get exactly what we have purchased, and it will be delivered straight to us. This control of selection and guarantee of receipt is powerful, as it becomes a defined event. We also build a level of expectation and anticipation from the moment we press the purchase button, as we believe we now have ownership over the item but have a delay until it is with us physically.

From a cultural perspective, we have been conditioned to see shopping as a reward, either an investment in ourselves or for the satisfaction of others. Shopping is likely to activate the nucleus accumbens in our brain, releasing dopamine and motivating us to repeat the behaviour. Buying printed media taps into our desire to better ourselves, gain knowledge, understand the world around us and provide stories and entertainment that can take us on a journey. And let’s not forget how lovely they look on your bookshelf on a video call, as books have become a decorative symbol over the past year.

And why do we keep buying? Our brain is adaptive, and shopping can relieve stress, provide entertainment when bored and give us a hit of dopamine. The rewarding feeling will keep us finding new things to purchase, especially since our excitement and anticipation fade once we’ve received the item.”

Catherine Hilley, mobiles expert at money.co.uk, said: “Our research reveals how small purchases can increase customers’ emotions in a positive way, something we all need after the past 12 months. With an average 63% increase in positive emotions noted across all top 10 purchases, it seems that shopping online for items such as houseplants, trainers and candles are sparking a lot more joy at the moment, than booking a holiday, which comes with a lot of added uncertainty.”

For more information, please see the blog post for the full rankings and a breakdown by sex, and age: https://www.money.co.uk/mobiles/online-shopping-joy

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Malta Prepares For EU Budget Battle To Stave Off Gambling Levy

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Malta’s Prime Minister has said his nation will veto any attempts by the EU to introduce a bloc-wide online gambling levy, threatening to place the industry at the centre of febrile European politics.

Robert Abela has told Malta’s parliament that he would use his nation’s member state veto to block the passage of the next EU budget, if a proposed gambling levy is included.

The budget, formally known as the Multiannual Financial Framework (MFF), lays out how the EU will spend its €2trn budget from 2028 to 2034.

The prospect of adding a continent-wide tax to the budget remains only a proposal, but the idea has heavyweight backing.

Vice-president of the European Parliament Victor Negrescu is spearheading these efforts, arguing that a fast-growing digital industry that generates billions in revenue should be subject to EU-level taxation.

Negrescu says that the levy could generate between €2-4bn every year.

“This industry fully benefits from the EU’s single market, digital infrastructure and crossborder access, but operates under fragmented rules, unequal taxation and insufficient enforcement,” he said.

The online gambling sector might well quibble with the specifics of these claims.

The idea that it “fully benefits” from the EU single market may have been unassailably true in the point-of-supply era, but the subsequent fragmentation of national rules that Negrescu refers to has significantly complicated that picture.

Nevertheless, backing for the levy from a senior European politician has naturally spooked the industry and its primary champion within the EU, Malta.

The levy would be so damaging to Malta’s economic interests that it is willing to use its most powerful EU instrument by executing a veto in the European Council in order to block the budget from being approved.

That would likely plunge the island nation into the centre of a political firestorm, but recent history suggests that smaller EU nations and their allies can successfully disrupt budget negotiations.

During discussions over the 2020 EU budget, Poland and Hungary successfully secured concessions after they both threatened to veto the MFF over rule-of-law requirements.

Malta will also hope to rely on support from the Friends of Cohesion, an informal alliance of 16 nations concerned with regional development, of which it is a part.

Negrescu’s pledge to pair his levy with a “clear EU directive against illegal and unlicensed platforms” is unlikely to satisfy the online gambling industry, despite growing complaints of a rampant black market from a number of quarters.

Malta strikes again

In simple terms, Malta is seeking to protect an industry which accounts for 10 percent of its gross domestic product.

The nation has shown a clear willingness to ignore the EU’s wishes in order to shield the many gaming firms that host their headquarters within its borders.

Most notably, the creation of Bill 55 has successfully protected local companies from having to repay hundreds of millions of euros in player refund settlements.

Ongoing cases before the Court of Justice of the European Union suggest that Europe’s top judges will soon rule against Bill 55, which is now Article 56A of Malta’s gambling act.

The European Commission also launched infringement proceedings against Malta over the provision

Tax troubles.

There are so far no specifics on how the levy would be calculated or what value it would be set at, but beyond Malta an additional levy would also be extremely challenging for operators in European markets already struggling with high tax burdens.

This includes the Netherlands, where a government report released this week has shown that staggered increases to taxes of 37.8 percent of gross gambling revenue (GGR) have failed to deliver any benefit to the country’s budget.

Even a relatively slight increase to this tax rate could send more operators scurrying out the market and see channelisation dive further than its current rate of 55 percent.

Nations like France, where online betting is taxed at 59.3 percent of GGR, or Portugal, with its 8 percent turnover tax on online sports betting, would also feel an impact.

Negotiations over the contents of the EU budget are set to continue for several months, with the approval process expected to be completed in late 2026 or early 2027.

Leaders in the Council of Europe have agreed to come to a preliminary deal on the MFF by October, according to a coordinated statement issued earlier this month.

Malta’s devout opposition to a possible gambling levy is just one of a range of issues under discussion, including a stark divide between nations such as Germany, which favour spending cuts, and the Friends of Cohesion, who want additional cash for agriculture and regional funding.

The post Malta Prepares For EU Budget Battle To Stave Off Gambling Levy appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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G2 drops limited-edition One Piece streetwear capsule on June 25

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The esports organisation’s second anime apparel collaboration will be sold exclusively via g2esports.com/shop.

G2 is launching a limited-edition G2 | One Piece capsule collection on June 25, with the drop available exclusively through the organisation’s online store at g2esports.com/shop.

The collection is inspired by One Piece’s Gear 5 Monkey D. Luffy and includes hoodies, zip-ups, t-shirts, caps, sleeves, and tote bags. According to G2, the items use a black-and-white palette and feature a minimalist embroidered logo alongside a custom G2 | One Piece Jolly Roger that combines the G2 samurai emblem with Luffy’s straw hat.

“At G2, we’re continuing to push the culture and fashion of esports beyond competition alone, and this One Piece collection is a natural extension of that,” says Sabrina Ratih, COO of G2 Esports. “We wanted to create a capsule that continues to elevate the esports fashion space – understated, premium, and stylish enough for everyday wear, while still carrying the spirit of adventure, ambition, and individuality that defines One Piece and G2 alike. Every piece is designed to bridge the gap between fandom and everyday style, and continuing our mission to redefine what esports fashion can be.”

G2 described the drop as its second anime collaboration, following a previous apparel collaboration with Solo Leveling. The company positioned the release as part of its broader effort to connect esports, anime, and streetwear.

One Piece debuted in 1999 and remains one of the largest anime franchises globally. G2 cited over 600 million manga copies sold and more than 1,160 episodes for the series.

The post G2 drops limited-edition One Piece streetwear capsule on June 25 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Ygam joins four UKRI-funded gambling harms research partnerships

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Projects sit within UKRI’s Research Programme on Gambling and the GHR-UK Evidence Centre, backed by the statutory levy.

Ygam has been named as a partner on four projects funded through the UKRI Research Programme on Gambling, supported by the statutory levy. The charity will work with academic teams including the University of Birmingham, Bournemouth University, the University of Plymouth, Lancaster University, and Liverpool John Moores University.

The four projects sit within the Gambling Harms Research UK (GHR-UK) Evidence Centre, which coordinates 19 one-year Innovation Partnerships under the programme. UKRI has been appointed by the UK Government to oversee research commissioned through the new statutory Gambling Levy. Under the levy, 20% of annual funding will be allocated to research, equating to £22.1 million in 2025/26.

Emily Tofield, Chief Executive of Ygam, said: “We are pleased to be working in partnership with leading university partners, contributing our expertise in a key strategic area of our work. A defining strength of our approach is that it is grounded in robust insight and research, underpinning everything we do. This enables us to understand how and why harms emerge and translate that into practical, preventative education that is credible and scalable. We look forward to achieving these outcomes together and informing effective measures to prevent harms among children and young people.”

Ygam said its advisory panels — including young people, individuals with lived experience, community and faith leaders, gaming and esports representatives, and student ambassadors — will help shape the research to reflect “real-world experience and diverse community perspectives.”

The four partnerships are: INTEGRATE (University of Birmingham, Ygam, Al-Hurraya and Community Connexions), focused on intersectional gambling harm and interventions for children, young people and emerging adults; “From Evidence to Action: Safeguarding Neurodivergent Young People in Gamified Digital Environments” (Bournemouth University, Ygam, Work’n’Diversity CIC), focused on gambling-like risks in gamified digital environments; GRASP (University of Plymouth-led partnership including NatCen, NHS and third-sector organisations, and Ygam), mapping support pathways and gaps in prevention and recovery; and GRACE-Net (Lancaster University and Liverpool John Moores University with local authorities, NHS partners, third-sector organisations and Ygam), testing collaborative approaches in the North West of England and sharing learning more widely.

The post Ygam joins four UKRI-funded gambling harms research partnerships appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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