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There Is No Stopping To PUBG, The Gaming Addiction Among Youth

Micro-blogging site Twitter recently revealed that it recorded one billion tweets on games with role-playing mobile game "Fate/Grand Order" topping the charts, closely followed by Fortnite and PUBG.

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New video games are increasingly seeking to target issues of social injustice in a user-friendly interface . VOA

“Ye PUBG wala hai kya?” Prime Minister Narendra Modi  mother who raised concerns about her son being too involved into online games during the “Pariksha pe Charcha 2.0” event here on Tuesday.

The ground reality is that online, multi-player games have taken over the millenials big time in India, sending the earlier individual mobile games like Candy Crush and Temple Run almost into oblivion.

Youngsters in smaller towns and cities can now be seen playing two such battlefield Internet games — PlayersUnknown Battleground (PUBG) and Fortnite — as smartphone penetration increases in leap and bound (there are nearly 430 million smartphone users in India now).

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Representational image. Flickr

These “survival of the fittest” games where mobile users fight each other in real-time using virtual warfare techniques, have eclipsed single-player mobile games, say industry experts.

According to a report by the Mobile Marketing Association (MMA) and Kantar IMRB in association with POKKT, a smartphone advertising platform for mobile games, the mobile gaming industry in India is projected to reach $943 million in 2022 driven by rising smartphone use and growing mobile app market.

“We also have post-millennials who are heavy on gaming and smartphone brands are responding to this by pushing devices with greater processing power than before, as a result of which, games like PUBG and Fortnite are here to stay,” Prabhu Ram, Head-Industry Intelligence Group (IIG), CMR told IANS.

According to the report, three out of four Indian gamers play mobile games at least twice a day, for an average of over 60 minutes, each day.

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A man plays with his mobile phone in front of a cellular provider’s advertisement with a Facebook logo in Jakarta, March 22, 2018. VOA

Mobile gaming is also prevalent in tier-2 and tier-3 cities, with similar amounts of time spent by the users, the report added.

According to Hemant Mehta, Managing Director, Kantar IMRB and Chief Strategy Officer, Kantar South Asia, the “consumers have taken to mobile gaming in a big way, yet it still remains a relatively untapped advertising channel in India”.

Since single-player mobile games were rendered monotonous at some point, players did not get aggressively hooked on to them as compared to the adrenaline-pumping, multi-player online games.

The New-Age games are regularly updated with newer features, allowing the gamers to experiment with creating their own avatars, styling their own looks, choosing their own weapons, reading maps, making strategies and more.

In a quest to experiment with newer career opportunities, young adults are also exploring gaming at a professional level today.
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“With the proliferation of smartphones, gaming as a concept has picked up in India and the market is also ready now for PC gaming,” Vickram Bedi, Senior Director-Personal Systems, HP Inc India, told IANS.

Micro-blogging site Twitter recently revealed that it recorded one billion tweets on games with role-playing mobile game “Fate/Grand Order” topping the charts, closely followed by Fortnite and PUBG.

With the kind of loyalty towards games in terms of increased user-base, reach and time invested that has been noted in recent years, it would not be wrong to say that from just being a mode of recreation, group mobile gaming has risen to become a new dimension of existence for the millenials in India, say experts.(IANS)

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Women Are More Prone To Drug Addiction Than Men

Women represent a particularly vulnerable population, with higher rates of addiction following exposure to drugs, said researcher Erin Calipari, Assistant Professor at Vanderbilt University in the US.

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Women represent a particularly vulnerable population, with higher rates of addiction following exposure to drugs, said researcher Erin Calipari, Assistant Professor at Vanderbilt University in the US. Pixabay

Women’s hormonal cycles may not only make them prone to drug addiction but are also affected by triggers that lead to relapse, new research has found.

When fertility-related hormone levels are high, females learn faster, make stronger associations to cues in their environment and are more inclined to seek rewards, according to a study published in the journal Neuropsychopharmacology.

Women represent a particularly vulnerable population, with higher rates of addiction following exposure to drugs, said researcher Erin Calipari, Assistant Professor at Vanderbilt University in the US.

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Females were willing to “pay” more in the presence of these cues to get cocaine, the findings showed. Pixabay

“Women becoming addicted to drugs may be a fundamentally different process than men,” she said. “It’s important to understand this, because it’s the first step in developing treatments that are actually effective,” Calipari said.

The next step, she said, would be to figure out specifics of how hormonal shifts affect women’s brains and, ultimately, develop medications that could help override those.

In this study, male and female rats were allowed to dose themselves with cocaine by pushing a lever, with a light set up to come on during dosing.

That’s similar to the environmental cues, such as drug paraphernalia, present when humans are taking drugs.

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The results are transferable to humans through behavioural economic analysis, which uses a complicated mathematical equation with values for the most and least a subject will do to get a payoff, said the study. Pixabay

When hormone levels were high, female rats made stronger associations with the light and were more likely to keep pushing the lever as much as it took to get any amount of cocaine.

Also Read: Conflicts with Your Mother in Childhood May Reduce Purpose in Life Later

Females were willing to “pay” more in the presence of these cues to get cocaine, the findings showed.

The results are transferable to humans through behavioural economic analysis, which uses a complicated mathematical equation with values for the most and least a subject will do to get a payoff, said the study. (IANS)