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Press Release

‘Sofalising’ the new Socialising?


Yazino the world's first online social casino and Opinium research have today released new research that reveals:

  • More than a quarter (26%) of people spend more time communicating with friends online than in person

  • One in 10 (11%) adults is more likely to stay in at the weekend and catch up with friends online than go out to meet them in person 

  • People use 11 different methods of communication with friends and family each day, including the likes of SMS, Twitter, Facebook and instant messaging

These new findings published by Yazino, the world's first massively multiplayer online casino, reveal more than a quarter (26%) of people spend more time communicating with friends online than in person. This new breed of social engagement has been dubbed ‘sofalising’ – the act of primarily engaging with your friends online, preferring to communicate from a laptop or smart phone while lounging on a sofa rather than chatting over a coffee or beer.

One in 10 (11%) people are more likely to stay in ‘sofalising’ at the weekend, catching up with friends online, than going out. This could be due to the increasing cost of going out to pubs, bars, restaurants, or that people prefer immersing themselves in a virtual world. They may prefer to chat online to friends via social games, Facebook and Twitter than chatting face-to-face. A number of ‘sofalisers’ take it to the extreme, with three percent of adults spending more than 25 hours each week engaging with friends online.

Yazino’s research reveals that 11% of people organise their social life via Facebook and social networking sites such as Bebo and MySpace. One in 20 revelers has missed out on a party or event because they missed the Facebook invitation.

People now spend almost as much time chatting to their friends in the virtual world as they do face to face. On average Britons spend 4.6 hours a week conversing with friends online, while spending just a little more time (six hours) meeting up in person. The Internet is also proving a fantastic arena for making new friends, with the average person making 6.5 friends through the Internet.

Hussein Chahine, Yazino’s Founder and CEO of Yazino, commented: “Communication is constantly evolving. Some people are as used to seeing their friends’ online avatar as they are their face. We are now just as likely to SMS or email a friend as we are to call them.  People increasingly prefer quick and frequent engagement with instant updates on news than a prolonged chat and are also finding new ways to catch up with friends from their comfort of their sofa. Gamers tend to be by nature a sociable group and playing games is meant to be enjoyed with friends, the same way that you would sit around a table on a Friday night and play a card game. We wanted to take the fun, social elements of this experience and put it online. Yazino allows friends to compete and chat online from the comfort of their own home.”

The ever-increasing number of platforms for communication means that people now use up to 11 different methods to engage with friends and family each day. Almost three quarters of people (71%) text friends and family every day, with almost a third (31%) sending messages through social networking sites. Email is the primary means of communication between friends for 27% of people, with type-written messages replacing conversation.  One in five Britons uses wall posts and status to engage with those close to them and a further 18% use live chat and instant messaging. While the Twitterati may reach out to their followers, few users believe it offers a good platform for engaging with friends and family. Just 3% of people use Twitter to communicate with friends and family on a daily basis

Regional findings
People living in Northern Ireland are the most sociable in the UK, spending 14.1 hours a week engaging with friends, with over half of this spent online.  Those living in the East of England spend on average just 8.1 hours engaging with friends each week, with just 3.7 of these spent online.

Online activities such as social networking, blogging and tweeting can lead to the creation of larger and potentially even more diverse social networks. These communication tools are dramatically changing our social interactions.  The last couple of years have seen the rise of a new breed of gaming built upon these social networking platforms, which are increasingly fundamental to the way we communicate and socialise.

The research in online social trends was commissioned by Yazino, the world's first massively multiplayer online casino (MMOC). It is accessible via and Facebook app. Yazino offers a uniquely fun and competitive social environment connecting the world through casino games such as Blackjack, Roulette, Texas Hold'em and Slots. The focus is on providing a fun casino environment, fusing social interaction and multiplayer functionality.


Notes to editors
* Opinium interviewed a random sample of 2011 adults aged 18+ via online omnibus between 14th to 17th October 2010. Surveys were conducted across the country and the results have been weighted to the profile of all adults. For more in-depth information on these findings please get in touch.

About Yazino
Yazino, the world's first social casino ( was conceived by three friends who wanted to reinvent the social gaming and online casino worlds by connecting the two together.

Yazino has built a bridge between traditional online gambling and social gaming sites, creating a whole new hybrid category. The entire brand and in-game experience is entertaining and social to its core.

Yazino offers a uniquely fun and competitive environment to connect the world around casino games, such as Blackjack, Roulette, Texas Hold'em and Slots.  Constantly refreshed multiplayer content, tournaments and the engaging challenge of levels and achievements allow Yazino to define the next generation of online gambling.

We want our players to be able to compete with each other in a friendly environment where they can create their own tables, invite their friends, chat, play against each other or simply compete against a network of like-minded new friends. We want all of this on a site without a house distorting the game experience.

Yazino was founded by Hussein Chahine, Bijan Khezri and Gojko Adzic in 2008.

For more information, please contact:
Joelle Hadfield
PR and Communications Manager
T: 07789508881

Phil Szomszor, Pete Marcus, Ewan Robertson
PR for Yazino
Citigate Dewe Rogerson
T: 0207 6389571