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MSN survey reveals softer side of male gamers
MUMBAI: According to a recent survey commissioned by Microsoft’s MSNGames, a casual gaming site, Americans are feeling more stressed out and starved for time than ever. 56 per cent of men (age 18 to 34) and 71 per cent of women (age 18 to 34) spend less than an hour on themselves a day engaged in activities that provide downtime or alone time and are pampering or relaxing to them. |
Once considered a simple leisure pursuit, playing casual games — including action and arcade, puzzle, word and trivia, and card and board games — is among the activities men and women said they like to engage in when they have just 20 minutes to ‘recharge‘ during the day. Although stress reduction and mental dexterity are often cited as reasons people of all ages play casual online games, males in the 18 to 34 age bracket are most likely to list playing games as a daily escape — a chance to indulge in some “me time.” Men are also more likely than their female counterparts to play a game at work, with males age 18 to 34 most likely to sneak in a quick game during their day. With many people indicating they have a mere 60 minutes a day to spend on relaxing activities, it is no wonder U.S. men and women are seeking easy, quick stress-reduction techniques. As a result, MSN Games has teamed up with Dr. Kathleen Hall, the founder of the Stress Institute, to urge Americans to resolve to “Take Back Your Time” this year and engage in activities that help reduce stress and give the brain a boost. |
Dr. hall says, “Reclaiming just 10 minutes of ‘me time’ each day can greatly improve your sense of well-being. Stress can have a catastrophic effect on our mental, physical and spiritual health. In today’s harried and hectic world, taking time out for stress-reducing activities is no longer a luxury, but a 21st-century necessity.” More than 13 million people each month play ‘brain food‘ games on MSN Games, such as the numeric logic game “Sudoku,” virtual aquarium “Fish Tycoon,” gem-swapper “Bejeweled 2” and the family favorite card game “UNO.” “There is a growing body of medical research that shows stress can cause the memory to become impaired. But playing online casual games, such as brainteasers, crossword puzzles, trivia titles, and any variety of mentally challenging and fun games, can actually stimulate the brain and stimulate new connections between cells” says Dr. Hall. The MSN Games survey found that nearly two-thirds of US adults who have played a quick, fun online game in the past 12 months say that they feel less stressed afterward, indicating that arcade-style games are an excellent destination on the road to wellness. “We know that ‘play’ de-stresses the body and actually lowers our blood pressure and heart rate. Taking a break to solve a brain-teasing puzzle or take on a fun vocabulary challenge on MSN Games is a perfect way to clear your mind of the clutter and stress that can pile up during the day,” Dr. Hall adds. |
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
