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Fitbit: Does the definition of ‘strong’ need rethinking?

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Recent research by Fitbit uncovers a gap between how we perceive the term ‘strong’ and how the dictionary presents it.

What do you think of when you hear the word ‘strong?’ An image of a weightlifter, Olympian or someone that can withstand a lot of physical exertion? Strong is a word that evokes images of physical fitness and being ‘tough.’

However, new research conducted by Course5 Intelligence on behalf of Fitbit in August and November 2021 in the UK1, 83% of Brits agree that definitions of strong should encompass more than attributes of physical strength and as a result, almost 7 in 10 UK respondents (67%) believe its primary definition in the dictionary needs to be updated.

This research comes as part of Fitbit’s latest campaign, ‘What’s Strong with You,’ which celebrates multidimensional ways in which people define their personal strength beyond the traditional physical sense, be it emotional, spiritual or mental. The findings address the disparity between how ‘strong’ is understood by the masses and how it’s perpetuated by dictionaries and sources of information.

Over half (54%) of Brits surveyed recognise that the definition of true strength is a combination of mental and physical traits while a third (35%) define it as the ability to deal with the stresses and challenges that life can present us with.  Like Brits, Fitbit would like to see the perception of strong expanded to encompass a more holistic and inclusive meaning, both physical and mental.

When it comes to how people build mental strength to feel ready to take on each day, sleep comes out on top with 71% of Brits surveyed saying a good night’s rest helps them feel strong. Physical exercise came second (51%), while the mindful activity of setting goals came third (30%).

“At Fitbit, we recognise that being strong comes in many guises be it physical, mental or emotional. Strength is all-encompassing and this should be reflected in all meanings of the word ‘strong’. Lucy Sheehan, Head of Marketing UK at Fitbit, said talking about the research. “At Fitbit we believe it’s important to have a holistic approach to our wellness, and this mindset should apply to what makes us strong as well.”

As part of its What’s Strong With You campaign, Fitbit is on a mission to crowdsource definitions of ‘strong’ from people across the UK and Ireland. Join the conversation and share your definition on Facebook and Instagram with #WhatsStrongWithYou.

Fitbit exists to help support everyone’s holistic health and wellness. From Daily Readiness to help you manage your recovery to over 300 sleep and meditation relaxation sessions in Fitbit Premium, including content from Calm, the #1 App for Sleep and Meditation. Fitbit is there to help you have enough energy to play with the kids in the park, smash a new personal best and gives you the chance to have some ‘me’ time with meditation.

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For more information on Fitbit and its services, please visit www.fitbit.com.

1A survey by Course5 Intelligence conducted on behalf of Fitbit in August 2021 of 13,053 adults in 12 countries across EuropeMiddle East and Africa. (UK, IrelandFranceGermanyItalySpainNetherlandsNorwaySwedenPolandSouth Africa, and UAE), with additional survey questions shared in the UK, Netherlands and Ireland in November 2021. The participants are a representative sample as selected by Course5 Intelligence.

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TaDa Gaming brings social gaming platform to US market

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TaDa Gaming brings social gaming platform to US market

 

Free-to-play platform goes live with immersive content and multiplayer tournaments

TaDa Gaming, the award-winning content provider, is expanding its social gaming reach with the US launch of its free-to-play platform, Freeslotmatch, bringing a fast-growing library of immersive slots and multiplayer formats to a brand-new audience.

Following its debut in Brazil, the platform now offers US based players the opportunity to explore TaDa Gaming’s popular titles in a fully social, risk-free environment. In addition to the US launch, the company is currently preparing for further rollouts in other countries, with additional markets set to go live later this month.

Players can enjoy fan favourite titles such as Fortune Gems, TriLuck™, DARKREEL™ and the SurgeReel™ series, with crash, table and fishing-shooting games set to follow.

Designed to mirror the thrill of real gaming without any monetary commitment, the platform features a range of tournament features including single-round wins, cumulative wins, limited spins, and more, all powered by a straightforward, intuitive interface that supports fair and accessible gameplay.

Registration is free and open via email, Google, Facebook, Twitter, or Telegram, and the platform is available in English, Spanish and Portuguese. Rewards are delivered directly to the registered email account, allowing players to compete, track their progress and enjoy a seamless social gaming experience.

Andy Huang, CEO at TaDa Gaming, said: “After a successful launch in Brazil, we are excited to bring freeslotmatch.com to the US market.

“The platform hosts over 160 games and combines our most engaging titles with interactive features and tournaments, giving players a space to enjoy and explore our content without financial risk.”

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Amusnet Nominated for Casino Supplier of the Year: Latin America at the 2025 SBC Awards

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Amusnet Nominated for Casino Supplier of the Year: Latin America at the 2025 SBC Awards

 

Amusnet is proud to announce its nomination for Casino Supplier of the Year: Latin America at the prestigious SBC Awards, taking place during the SBC Summit Americas on 14 May 2025 in Fort Lauderdale, Florida. Organized by SBC, the awards recognize and celebrate expertise and excellence across the sports betting and gaming industries.

This renowned nomination highlights Amusnet’s growth and regional impact across Latin America – one of the most dynamic and fast-evolving gaming markets worldwide.

“Being nominated and recognized as one of the key players in one of the most dynamic gaming regions is a strong affirmation that we are on the right path,” said Daniel de los Rios, LATAM Head of Marketing, Commercial, and Account Management at Amusnet. “We will continue to strengthen our presence, contribute to the growth of the industry, and elevate the player experience across Latin America.”

Amusnet’s success in the region is driven by a dedicated regional team, a deep understanding of local industry dynamics, and a strong focus on culturally relevant content and localized player experiences. With over 180 certified games in Brazil alone, strategic partnerships with top-tier operators, and high-impact campaigns, the company has built a portfolio that resonates strongly with players across the region. The company currently maintains an active presence in Colombia, Mexico, Argentina, Brazil, Peru, and other key markets, collaborating with leading operators who share its commitment to delivering high-quality gaming experiences.

The SBC Awards Americas ceremony is a key highlight of the SBC Summit Americas, taking place from 13–15 May 2025 at the Broward County Convention Center in Fort Lauderdale. This major industry gathering will host over 10,000 professionals from across North, Central, and South America, providing a platform for networking, knowledge sharing, and exploring current developments in sports betting and iGaming. Amusnet will actively participate in the SBC Summit Americas, engaging with industry leaders, presenting its newest releases and top-performing products, and continuing to strengthen its presence in the region.

The company is honored to be recognized among the region’s top providers and looks forward to celebrating the industry’s achievements at this year’s SBC Awards Americas.

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PENN Entertainment Announces Plans for New Land-Based Hollywood Casino to Replace Riverboat Gaming Operations in Council Bluffs, Iowa

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PENN Entertainment Inc. announced plans for an expected $180–$200 million project to relocate its Ameristar Casino Hotel Council Bluffs (Ameristar) riverboat casino operations to a new, state-of-the-art land-based property to be rebranded as Hollywood Casino Council Bluffs (Hollywood Council Bluffs). The proposal is approved by the Iowa Racing and Gaming Commission in conjunction with a 15-year extension of Ameristar’s partnership with the nonprofit Qualified Sponsoring Organization (QSO) Iowa West Racing Association. All commercial operators in Iowa are required to have an operating agreement with a QSO licensed to conduct gaming operations.

Under the proposed plan, the new Hollywood Council Bluffs is expected to include roughly 125,000 square feet of new development with approximately 58,000 square feet of gaming space. The new facility will complement the existing ESPN BET sportsbook, 160-room hotel and dining options in the landside portion of the current infrastructure. The existing riverboat, which presently offers gaming spread out over three levels, will be vacated upon opening of the new property.

“We are pleased to add another landside relocation to our pipeline of development projects. This project will enhance the quality and efficiency of our Council Bluffs location and significantly improve the property’s competitive positioning in the greater Omaha market. PENN’s diversified portfolio of casino properties is core to our omni-channel approach to entertainment, which combines our best-in-class retail operations and a database of more than 32 million PENN Play members with our robust interactive and media footprint. We thank the Iowa Racing and Gaming Commission for their approval today and are grateful for the continued collaboration with our partners at the Iowa West Racing Association,” said Todd George, Executive Vice President of Operations for PENN.

“We are thrilled with the exciting development plans for the new Hollywood Casino Council Bluffs. For nearly thirty years, the Ameristar riverboat has been providing not only dining and entertainment, but thousands of jobs and millions of dollars in support of our community. PENN’s commitment to reinvesting in Council Bluffs is laudable and we are grateful for our ongoing partnership,” said Brenda Mainwaring, President & CEO of the Iowa West Racing Association.

Construction of the new facility is expected to take approximately 18-24 months following the design and permitting approval process. The Company is entitled to obtain financing for the project from Gaming and Leisure Properties Inc. (GLPI) of up to $150 million at a 7.10% cap rate, which may be structured at PENN’s option as either rent or a 5-year term loan that is pre-payable at any time without penalty.

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