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Emotions test reveals: The online purchases making us 67% happier!
- 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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Pragmatic Play, a leading provider of iGaming content, has launched Sugar Rush Super Scatter, the latest installment in its multi-award-winning candy-themed slots series.
This exciting new release offers players the chance to win up to 50,000x their stake, adding even more sweetness to the beloved franchise.
Following the success of the original Sugar Rush and Sugar Rush 1000, this newest release introduces the Super Scatter feature, adding high-volatility thrills to the popular 7×7 grid. Players collect clusters of 5–15+ matching sweet symbols to score base game wins up to 150x, while the tumbling feature and multiplier spots return, applying multipliers from 2x up to a staggering 1,024x on consecutive tumbles.
The Super Scatter bonus game is the highlight, awarding instant cash prizes when one to four special symbols land on a triggering spin. Sticky marked spots and multipliers remain active during the feature, with 3–7 additional scatters retriggering 10–30 extra spins, significantly boosting winning potential.
Select markets also enjoy three ante bet options and two bonus buys, which guarantee multipliers across the grid, ensuring players can maximize their chances of landing massive wins.
Sugar Rush Super Scatter follows Pragmatic Play’s proven formula for fan-favorite slots enhanced with Super Scatter mechanics, joining previous hits such as Gates of Olympus Super Scatter, Sweet Bonanza Super Scatter, and Starlight Princess Super Scatter.
Irina Cornides, Chief Operating Officer at Pragmatic Play, said: “Sugar Rush Super Scatter takes one of our most successful titles and sweetens it further with a 50,000x max win. The release highlights our commitment to creating diverse games designed for long-term player engagement and strong commercial impact.”
With its colorful candy graphics, high-energy gameplay, and record-breaking multipliers, Sugar Rush Super Scatter is poised to be one of the hottest Pragmatic Play slots of 2026.
The post Pragmatic Play Sweetens Slots with Sugar Rush Super Scatter and Massive 50,000x Wins appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Affiliate Succes
Free Bets Appoints The Racing Blogger as Exclusive Horse Racing Brand Ambassador for 2026
Freebets.com, the leading U.K. sports betting affiliate, has announced an exclusive partnership with Stephen ‘The Racing Blogger’ Power, the renowned horse racing influencer.
This collaboration will run throughout 2026, positioning Stephen as the official brand ambassador for Free Bets and delivering expert insights across the National Hunt calendar.
The partnership will see Stephen cover all major racing events, including the Cheltenham Festival and the Grand National, sharing his unique, energetic analysis with fans via Free Bets’ digital platforms and social media channels. Known to his 300,000+ followers as Blogger or Bloggsy, Stephen will provide betting previews, tips, and expert commentary on both horse racing and football.
Additionally, Stephen will promote Free Bets’ soon-to-launch free-to-play games, offering users a dynamic and engaging betting experience on the Freebets.com website.
Dominic Celica, Head of PR at Free Bets, said: “The Racing Blogger has built an incredible following across X and Instagram and is a leading voice in horse racing content. We’re thrilled to collaborate with him and have an exciting pipeline of content planned for racing fans in 2026.”
Stephen Power added: “I’m delighted to work with Free Bets to bring engaging, insightful content during the biggest race meetings of the year. Together, we’ll provide racing enthusiasts with expert tips, exclusive offers, and a deeper connection to the sport.”
With this partnership, Free Bets aims to strengthen its position as a go-to destination for horse racing fans in the U.K., combining expert insights, exclusive content, and interactive betting experiences.
The post Free Bets Appoints The Racing Blogger as Exclusive Horse Racing Brand Ambassador for 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
casino floor management
Win Systems Showcases Cutting-Edge WIGOS Casino Management System Upgrades at ICE Barcelona 2026
Win Systems, a global leader in casino technology solutions, is set to showcase its latest innovations at ICE Barcelona 2026, one of the premier international gaming industry events, held from January 19 to 21 at Fira Barcelona – Gran Via.
Visitors can explore Win Systems’ groundbreaking solutions at booth 3M30, where the company will highlight the newest enhancements to its WIGOS casino management system (CMS).
Installed in over 660 casinos worldwide, WIGOS CMS empowers operators to manage gaming floors in real time, optimize slot and table performance, improve operational efficiency, and enhance player loyalty. By delivering strategic insights, WIGOS helps casinos maximize profitability while maintaining a superior gaming experience.
At ICE Barcelona 2026, Win Systems will introduce several key upgrades to WIGOS, designed to elevate casino operations and player engagement:
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Advanced Table Games Player Development Tools – These new features track and analyze player activity in real time, enabling operators to strengthen relationships, increase loyalty, and tailor experiences for high-value players.
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Multi-Vault Management – A flexible solution for interconnected vaults, allowing casinos to efficiently manage cash operations, scale according to operational needs, and streamline workflows.
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InTouch Pro Communication Platform – This innovative tool facilitates direct interaction with players via gaming machines, offering personalized promotions, enhanced engagement, and loyalty-building opportunities.
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Player Rewards Enhancements – Featuring new Bonusing game themes and real-time Fun Play promotions, this feature instantly refunds bets, encouraging interaction and creating a more engaging and rewarding experience for players.
“ICE Barcelona is the ideal platform to demonstrate our commitment to innovation in casino management technology,” said Eric Benchimol, CEO of Win Systems. “Our WIGOS CMS solutions simplify operations while generating measurable value for operators, tailored to the unique demands of each market. We invite all industry professionals to visit booth 3M30 and discover how our technology continues to set new standards in efficiency, engagement, and profitability.”
For more information on Win Systems’ participation in ICE Barcelona 2026 and its comprehensive solutions for casino operators, visit winsysgroup.com.
The post Win Systems Showcases Cutting-Edge WIGOS Casino Management System Upgrades at ICE Barcelona 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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