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Gaming time spent on UK Samsung TVs is still 15% higher than pre-pandemic levels, new report suggests
Report also found that Samsung TV gamers spend 80% of their TV time in streaming and gaming environments
A new report from Samsung Ads Europe, ‘Behind the Screens: Gaming on Samsung TVs in 2021’, reveals time spent gaming on UK Samsung TVs has increased 15% since January 2020 to the period ending June 2021, suggesting lockdown-related gaming habits are sticking post-pandemic.
This is supported by claims from The Economist identifying gaming as “the single biggest new media habit to be formed during the pandemic”, describing this activity as “sticky” and not declining despite the many restrictions lifting.
Samsung Ads also reported a 28% increase in the number of Samsung TVs with active monthly gaming activity in the UK between January and June 2021, equating to 58.81 million hours spent a month gaming on these devices.
UK gamers on Samsung TVs spend a lot of their TV time in streaming environments, with this cohort spending 28% more time streaming compared to all Samsung TVs in the UK. These gamers also spend 80% of their total TV time either gaming or in streaming environments.
Whilst the majority of gaming hours are spent by users on older generation consoles, UK Samsung TV users that are connected to a new console, like the Playstation 5 and Xbox Series X spend more time gaming. These ‘next-gen’ gamers – those with new consoles – spent an average of three hours and 24 minutes gaming each day between January and June 2021. This is compared to those gamers with the previous generation consoles spending 2 hours 28 minutes on average each day gaming, and those with old consoles spending 51 minutes on average each day gaming during the same period.
UK gamers also spent the most time gaming on Samsung TVs compared to their European counterparts in Italy, France, Germany and Spain, with an average daily gaming time of 1 hour and 24 minutes. Samsung Ads saw the biggest spike in activity for UK gamers in April 2020 during the first national lockdown reaching 2 hours 30 minutes on average per day, and again in January 2021 with 2 hours 9 minutes per day on average.
Alex Hole, Vice President of Samsung Ads Europe, commented: “We’ve seen substantial growth in time spent gaming on our TVs across the UK during the last 18 months, reflecting the growing popularity and accelerated rise of gaming globally. What’s interesting to note is the strong overlap between dedicated gamers and heavy streamers on our Samsung TVs, creating pockets of opportunities for advertisers. Advertisers seeking to reach audiences in today’s fragmented TV landscape will benefit from carefully balancing their media plans across both linear and streaming.”

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Millwall Extends Partnership with Spreadex
Millwall Football Club has extended its partnership with Spreadex. As per the deal, Spreadex will be an Official Sports Betting Partner of the club for the 2025/26 season.
The partnership will once again include extensive exposure for the brand across the club’s LED perimeter advertising boards alongside a presence across Millwall’s social media channels and official website, with plans to offer a number of promotional giveaways to Lions fans throughout the season.
Spreadex uniquely offers customers access to financial trading, sportsbook betting and sports spread betting; all in one place. The firm – which now employs more than 200 staff at its St. Albans headquarters – has been operating since 1999 and is regulated by both the Gambling Commission and Financial Conduct Authority.
Andy MacKenzie, Head of Marketing at Spreadex Sports, said: “Last season was a thrilling one for supporters and partners alike, with the Play-Offs still a possibility for The Lions up to the final match.
“At Spreadex, we are delighted to be extending our partnership with Millwall and look forward to another exciting campaign ahead, where we will again be active on our social accounts giving away tickets and signed merchandise for fans to win.”
Luke Wilson, Chief Commercial Officer at The Den, said: “We are pleased to be extending our relationship with Spreadex for the 2025/26 season, after a successful start to our partnership last season.
“Spreadex have established themselves as a leading and well-respected name within sportsbetting, with a strong commitment to both promoting responsible gambling and delivering award-winning customer service. This renewal reflects the strength of the relationship we have been able to build in a short time.
“We look forward to continuing to work with Andy and the team over the coming season to deliver further benefits to fans via Spreadex’s prize giveaways.”
The post Millwall Extends Partnership with Spreadex appeared first on European Gaming Industry News.
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Playzia Partners with Erwin to Accelerate Growth in German iGaming Market
Playzia, a rapidly growing force in the iGaming industry, has signed a significant partnership with Staatliche Toto-Lotto GmbH Baden-Württemberg’s slot brand erwin. This alliance will see Playzia’s cutting-edge games become available on another trusted platform, marking a major step forward in Playzia’s German expansion strategy.
“We’re thrilled to partner with erwin to introduce our extensive library of games to a broader audience. This market is strategically important to us, and through this collaboration, we aim to bring our signature game innovations and top-tier content to players who crave a high-quality, dynamic gaming experience,” said Vlad Modorcea, Chief Product Officer at Playzia.
Barbie Nerz, Head of Online Games at Staatliche Toto-Lotto GmbH Baden-Württemberg, said: “We’re happy to announce our new partnership with Playzia – their fresh and engaging games are a fantastic addition to our portfolio! This collaboration not only broadens our current offering but also ensures that our game selection stays dynamic and exciting going forward.
“With our dedicated slot vertical ‘erwin’, we provide iGaming fans with a safe, legal, and high-quality gaming experience. As player preferences and market trends continue to evolve, so does our portfolio – and we’re always looking ahead. That’s why we’re especially looking forward to welcoming popular titles like Red Envelope Riches, Billionaire Rhino, Billionaire Wolf, and Caishen’s Coins, alongside innovative new additions like Zeus’s Thunderstrike, T-Rex Treasure Hunt Megaways, Dwarves Treasure Race, and Knights the Siege to the ‘erwin’ platform soon.”
This latest agreement adds to a growing list of strategic partnerships Playzia has secured in the German market, as the studio deepens its commitment to localised growth and regulatory compliance. These key deals are also part of a calculated effort to build a strong, localised presence and align closely with regional player preferences.
Beyond Germany, Playzia continues to expand across other major regulated territories, including the UK, Greece, Brazil and Romania – with certifications underway for entry into the Netherlands, Sweden and Switzerland.
The post Playzia Partners with Erwin to Accelerate Growth in German iGaming Market appeared first on European Gaming Industry News.
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TaDa Gaming: Bounty Frenzy Hits the Reels with Explosive Wild West Wins
Saddle up, slot fans! TaDa Gaming’s latest release, Bounty Frenzy, is here to ignite the reels with wild west energy, gold-studded features and nonstop action. Packed with cascading wins, dynamic multipliers and transforming Gold Frame Wilds, this medium-volatility slot delivers thrilling gameplay with a 5000x max win potential.
Set in a sun-drenched frontier town, Bounty Frenzy features 5 reels, 4 rows and 1024 fixed ways to win. The game’s bold, cartoon-style visuals and animated bounty hunter create an immersive showdown experience designed to entertain and engage.
Bounty Frenzy offers players thrilling opportunities with its Gold Frame transformation mechanic, progressive win multipliers and a rewarding Free Spins Feature. In the base game, select symbols on reels 2–4 may appear with a golden frame. When these symbols contribute to a win, they transform into Wilds in the following cascade. Each cascade also increases the win multiplier by +1, unlocking escalating win potential on a single spin.
Landing three or more Scatter symbols triggers the Free Spins Feature, starting with 10 free games and additional spins for every extra Scatter. During Free Spins, all symbols on reel 3 appear as gold frames, greatly increasing the chance of Wild transformations. The multiplier continues to grow throughout the feature and can be extended with more Scatter symbols.
Sean Liu, Director of Product Management at TaDa Gaming, said: “Bounty Frenzy is a high-energy slot designed to bring that wild west intensity to every spin. The gold frame mechanic creates a great rhythm, especially when paired with the progressive multipliers. It’s a strong addition to our growing lineup of dynamic video slots.”
Bounty Frenzy launched July 10, 2025, in Italy and will be available in 15+ languages, 100+ currencies, and fully optimised for mobile and desktop devices.
The post TaDa Gaming: Bounty Frenzy Hits the Reels with Explosive Wild West Wins appeared first on European Gaming Industry News.
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