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New Research Reveals 64% of British Gamers Have Increased Their Playtime Over the pandemic
Future plc, the global platform for specialist media and home to leading games sites Gamesradar+ and PC gamer, has shared the results of a new research that examines the state of gaming in the UK.
The research reveals 64% of British gamers have increased their playtime over the pandemic. While two-thirds put this down to increased free time, more than a quarter (27%) said it allowed them to socialise with friends and 16% with strangers.
The research, completed in January 2022, was collected via an online survey of 1032 UK respondents – all recruited independently through Future plc’s independent research platform The Lens. All respondents owned a gaming device and had expressed an active interest in gaming during the previous six months. The nationally-representative survey contained in-depth questions about console and device ownership, next-gen consideration, and other related gaming behaviours among British gamers.
The survey found women are more likely than men to have embraced gaming through the pandemic, with 24% stating their interest increased compared to 15% of men. This trend is especially clear in the mobile gaming space, with women on average spending 11 hours and 50 minutes gaming on phones or tablets per week, compared to 10 hour and 37 minutes for men. Mobile gamers as a whole listed puzzle and word games as their favourite genre, a passion reflected internationally this year with the Wordle “phenomenon” resulting in the New York Times’ purchase of the popular vocabulary puzzle.
Another widely-reported trend, the explosion of digital driven by the pandemic has re-shaped the industry, with the Big Tech giants investing in streaming, digital-only formats, and the “Metaverse”. However, the physical format is still beloved by a significant number of gamers. While 56% of UK gamers have purchased a game digitally in the past 12 months, 42% have bought physical copies, representing a still significant slice of the revenue pie for games manufacturers.
When it comes to consoles, the PlayStation 4 remains the most popular among gamers (29%), followed by the Wii (21%) and Nintendo Switch (18%). Meanwhile, the uptake of next-gen consoles is increasing steadily despite ongoing supply chain issues limiting availability, with 54% intending to buy one in the next year. In this area the PlayStation 5 wins the market; 17% of gamers own one, compared to the 8% who own the XBox Series X and 7% who own the Series S. However, next gen units have ground to make up compared to legacy consoles, with many respondents stating they do not spend enough time gaming to warrant an upgrade (24%). When asked what they would consider purchasing in the future, almost all respondents (96%) cited buying peripheral items related to gaming, led by more than half (51%) who desire a VR headset.
The survey also revealed a passion for PC and Laptop gamers to invest in their devices, with 60% of this audience in the UK intending to upgrade either their whole unit, or parts within it. Future’s audience, in particular, is more likely to invest further in improving their gaming setup than the total population, creating a significant opportunity for gaming hardware manufacturers to reach this passionate and informed audience, and influence where this considerable passion-spend will go.
“We have studied and tracked consumer behaviour in gaming to help us react quickly to the changing demands of our 61.2m global gaming enthusiasts. It’s clear from the study, the gaming industry has flourished during the pandemic, with more people than ever choosing to spend their free time on their favourite device. The rising number of female gamers – especially in the mobile sector – should come as no surprise for those who have been paying attention over the last few years, but they are still an underserved portion of gamers. Though FIFA, Call of Duty Warzone and Call of Duty Black Ops proved to be the most popular games this year, our survey revealed women players prefer casual games which should make advertisers pause for thought,” Richard Thomas, Insights Director at Future, said.
“With Future now reaching 52.6m adults in the UK on a monthly basis, in sectors that include women’s lifestyle and wealth, as well as tech and gaming, our audiences are crucial for gaming brands looking to hit the sweet spot with their ecommerce and advertising campaigns. As gaming becomes increasingly mainstream amongst people in all walks of life, the ability to reach audiences in a variety of sectors and niches will be crucial for the gaming industry through 2022 and beyond,” Richard Thomas added.
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Introducing Aff.Tech: High-Performance Affiliate Platform from GR8 Tech
GR8 Tech, an award-winning sportsbook and casino platform provider, introduces Aff.Tech, a high-performance affiliate platform. Currently attracting over 1 million monthly players, Aff.Tech empowers its clients to decide faster, grow smarter, and own the affiliate game, making management effortless and maximizing marketing potential.
“Aff.Tech was initially created to manage in-house affiliate marketing, but it has grown beyond our expectations. Now, it’s a scalable solution for companies looking to expand their reach and streamline program management. Our platform empowers operators to optimize efforts and enhance profitability with its advanced, user-friendly features,” said Mariia Shmelova, Head of Affiliate Platform Aff.Tech.
Aff.Tech Boosts Affiliate Marketing with Real-Time Data, Flexible Tracking, and Smartlinks
Aff.Tech stands out among competitors with its advanced data management solutions, which give operators real-time control over performance insights and data access permissions. The transparency, granular data segmentation, and instant updates allow teams to make fast, data-driven decisions.
The platform further supports campaign tracking through custom S2S requests and parameters, enhancing tracking accuracy and enabling simplified postbacks for key events such as registrations, deposits, and actions across multiple campaigns. Customizable parameters allow operators to gather precise data points, making Aff.Tech a robust solution for refined campaign management.
Aff.Tech also provides cost control and commission flexibility for operators to tailor incentives and align affiliate payments with brand goals. Customizable commission structures allow brands to adjust payout models based on affiliate performance, campaign success, or promotional goals, resulting in a controlled, effective allocation of resources that aligns with long-term growth strategies.
Using Aff.Tech’s innovative smartlink system, affiliates can manage traffic through a single dynamic link with segmentation by geolocation, language, and other factors, boosting campaign effectiveness and expanding reach. A mobile-friendly interface allows affiliates to manage and track campaigns on any device.
“As Aff.Tech evolved, we recognized its potential as a standalone product for operators seeking to boost traffic and improve affiliate programs without being tied to a larger platform. Whether you’re part of the GR8 Tech ecosystem or looking for an independent tool, Aff.Tech offers the flexibility, control, and scalability to help brands drive growth effectively,” said Yevhen Krazhan, CBDO of GR8 Tech.
Unlock the Full Potential of Affiliate Marketing
Aff.Tech will be present at SiGMA Europe in Malta from November 11-14, alongside GR8 Tech, at stand 2163. Be sure to visit or schedule a meeting in advance to learn more about how the affiliate platform can drive your iGaming success!
The post Introducing Aff.Tech: High-Performance Affiliate Platform from GR8 Tech appeared first on European Gaming Industry News.
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Abios launches full ebasketball product suite
New ebasketball odds feeds from Kambi Group’s Esports division creates an all-in-one solution for operators seeking always-on betting content for basketball fans
Abios, a global leader in esports data and odds provision and part of the Kambi Group, has launched a full ebasketball odds feed with accompanying stats and real-time streams, creating an all-in-one solution for sportsbooks looking to offer continuous content for basketball fans. It is based on Abios’ partnership with betting content and data supplier BETER.
Esoccer became one of the most bet-on verticals on the Kambi network after the launch of Abios’ odds feed and to build on its success Abios has launched ebasketball, based on BETER`s proprietary ESportsBattle tournaments. Ebasketball will be added to Kambi’s comprehensive Esports betting options, as well as direct from Abios as part of its wider esports portfolio.
With 3,000+ monthly events, ebasketball provides a digital counterpart to NBA and other major basketball leagues. It offers consistent content for operators, allowing them to deliver engaging, 15-minute matches in NBA2K during the off-season and between high-tier matches.
Abios’ all-in-one solution for ebasketball includes an odds feed, stats, and real-time streams, enabling users to stay on-site to consume the content.
Powered by data through a partnership with BETER, Abios’ highly automated odds feed allows for greater market efficiency and uptime while minimising bet delays. To account for edge cases and add the “human touch”, Abios’ odds feed is monitored 24/7 by a team of seasoned traders across the globe.
Anton Janér, Managing Director and Founder at Abios, said: “Seeing the popularity of esoccer among our partners, we’re thrilled to create a similar solution for ebasketball. With its easy-to-understand nature and engaging gameplay, we’re confident it will help sportsbooks attract and retain fans of major basketball leagues and fill in the gaps in the seasonal sports calendar.”
Chuck Robinson, Chief Revenue Officer at BETER, said: “Fast-paced esports contests are increasingly vital for operators looking to fill gaps in their offerings, providing fresh opportunities for both acquisition and retention, and meeting the demands of the growing audience of Millennials and Gen Z.
“The key to delivering an immersive betting experience lies in reliable data and high-quality, accurate odds. BETER’s role as a trusted provider of live data, 24/7 streaming, and odds for esports is further highlighted by our long-term collaboration with Abios. By leveraging our ESportsBattle tournaments, Abios is enhancing its offerings, delivering engaging and high-value experiences for their operator partners. This launch of ebasketball content is set to be a great success for both BETER and Abios.”
The post Abios launches full ebasketball product suite appeared first on European Gaming Industry News.
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FBM Foundation’s ‘Treats for Our Champions’ initiative brings joy and essential aid to Subic’s indigenous children
In the spirit of Halloween, the FBM Foundation brought smiles and support to the indigenous children of Subic through its heartwarming “Treats for Our Champions” initiative. Partnering with St. Francis Learning Center Foundation, Inc., the Foundation aimed not only to provide essential goods but also to create a day filled with joy, tradition, and Halloween cheer.
The FBM Foundation, in partnership with St. Francis Learning Center Foundation, Inc., organized the “Treats for Our Champions” event. This initiative allowed for the donation of 60 sacks of rice, 1,500 assorted canned goods, 50 packs of condiments, and 60 packs of milk. Beyond these essential supplies, the children enjoyed a Halloween celebration filled with treats and cultural pride. Traditional Indigenous dance performances and role-playing activities organized by the children themselves offered a heartfelt showcase of their heritage and talent, adding color and cultural significance to the day.
“We went beyond the donation in this event by bringing a meaningful experience that nurtured joy, pride, and community spirit. Seeing the children’s smiles and hearing their laughter as they exchanged goodies truly underscored the success of this initiative,” stated Lulu Barreras, FBM Foundation Project Coordinator in the Philippines.
Alongside the donations, the FBM Foundation distributed Halloween-themed treats, including candies and small toys, which brought an extra dose of happiness to the children. The event was met with touching moments, such as children who had already received toys kindly returning them, saying they wanted to share with other kids. This heartwarming behavior demonstrated the strong community values instilled by the caregivers at St. Francis Learning Center Foundation.
Part of the initiative was also made possible through the “Keepy-Uppy Charity Challenge” success, a partnership celebrated between FBM Foundation and FBMDS, the online casino gaming provider from the group, during the G2E Las Vegas casino gaming trade-show.
Booth visitors joined this challenge with enthusiasm, where each keepy-uppy added $1 to support meaningful causes. Thanks to everyone’s involvement, FBM Foundation raised nearly $1,000, which helped bring the “Treats for Our Champions” event to life. This collective effort turned fun into impactful support for the indigenous children of Subic, making the day truly special.
The FBM Foundation’s dedication to supporting communities extends beyond material contributions. Through meaningful partnerships with organizations like St. Francis Learning Center Foundation, Inc., the Foundation continues to build and nurture relationships within communities, helping to create brighter futures for those most in need.
The post FBM Foundation’s ‘Treats for Our Champions’ initiative brings joy and essential aid to Subic’s indigenous children appeared first on European Gaming Industry News.
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