Social gaming, or gaming with other people, is now the preferred way to socialise for 43% of Brits according to new research from Allwyn UK, the operator of the National Lottery.

The ‘A New Way to Play’ report, published today, found this sentiment is higher amongst young people with 58% in agreement, dropping to 39% of those aged 35-54, and 14% of those aged 55 and over. 

Social connectivity is by far the most important thing about gaming for 44% of people and almost one in three (31%) say they will only engage with games that have a social element. This contrasts with the prevailing view that gaming is anti-social. 

The findings come amongst a backdrop of young people rewriting societal norms – moving away from late nights and drinking culture to wellness and connection – and informing future trends in entertainment as a result. Notable examples include the rise of ‘soft clubbing’, used as an alternative way to socialise away from a full-on club experience. 

The study of 2,000 people reveals new insight into how changing consumer behaviour will reshape the future of UK entertainment and play – an industry now worth over £100bn and growing. 

Game on: tradition still leads the way

When asked about the types of games that keep players engaged, the research suggests traditional in-person games still hold a significant role in entertaining the nation - with board and card games played most often (35%). 

However, mobile gaming such as Words with Friends (34%) and online multiplayer games including Fortnite and Among Us (29%) are hot on their heels. 

Respondents also shared their view on non-negotiable features of games they play; almost a third (31%) said they would never start playing a game if there no social features at all. 

In fact, 38% said that they think social gaming will become the main way to interact with others in future, nodding to its growing influence on relationships in the wake of new technologies. This was particularly prevalent amongst Gen Z, as two thirds (66%) said that gaming makes them feel more part of a community.  

Impact on mental agility and wellbeing 

The positive impact of gaming on Brits’ mental wellbeing is also made clear, with nearly half (48%) agreeing that gaming has helped to improve their mental agility, and a further 29% saying it has boosted confidence. 

For a quarter of those (24%) questioned, entertainment does not hold their attention unless there is a play or competitive element included, and socialising or bonding with others are cited as the main benefits of collective play (35%). 

Andria Vidler, CEO of Allwyn UK said: “Whether it’s groups of friends forming lottery syndicate or neighbours chatting about the board game that will keep families occupied, social connection has always been at the core of entertainment.

“Gaming will never replace physical human interaction, but our A New Way to Play report suggests it is increasingly valued for maintaining and developing relationships.

“As we continue to transform The National Lottery, we must ensure our games continue bringing players together – whether through play itself or the impact of Good Causes in local communities."

Since being awarded the Fourth Licence, Allwyn has invested more than £400m into its comprehensive plan to transform The National Lottery by substantially improving its operations and technology. The ambition is to create more engaging games, attracting more players, producing more winners, and – crucially – generating more money for National Lottery-funded projects from £30m to £60m each week by the end of the licence.