#London #UK #National Institute for Play #Papaya #Play Promotion

New Partnership to Revolutionize Adult Playfulness

In an exciting development for advocates of adult play, social gaming platform Papaya has joined forces with the National Institute for Play (NIFP), a nonprofit organization based in the United States. Launched only this January in the UK, Papaya has set out to reshape how adults perceive and engage in playful activities, encouraging them to embrace play as a vital component of their mental and physical well-being.

What is Papaya?

Founded by the visionary entrepreneur Oriel Bachar, Papaya is a pioneering platform in mobile skill-gaming. It allows players to immerse themselves in engaging experiences such as Bingo and Solitaire, promoting social interaction through tournaments. Since its inception, Papaya has demonstrated phenomenal growth, achieving over 30 million downloads and hosting 15 million tournaments daily as of 2024. This remarkable expansion is further highlighted by the launch of Papaya's 'Swing' television campaign in December 2024, marking the brand's ambition to reach a wider audience.

The National Institute for Play's Mission

The National Institute for Play, founded by Dr. Stuart Brown MD, has dedicated over five decades to the scientific study of play, focusing on its health benefits and the potential consequences when it is lacking. By collaborating with Papaya, NIFP aims to amplify the message that play is not merely a youthful pastime but a fundamental human experience that can lead to enriched lives. Recent studies suggest that a significant number of adults express a desire to reclaim their playful instincts, a sentiment echoed by Papaya's own research citing that many adults often feel stifled in their ability to fully engage in play.

The Campaign Goals

Both organizations are committed to working together and launching a campaign that will spotlight the science-backed benefits of play. This initiative will focus on educating adults about how embracing play can effectively reduce stress, bolster optimism, and improve overall mental health. By sharing insights gathered from their research and expertise, Papaya and NIFP aim to reshape societal views that often confine play to childhood experiences.

Uri Pearl, Papaya's Vice President of Marketing, expressed enthusiasm about the partnership, stating: "At Papaya, our mission is to reconnect adults with the joy that comes from playful activities. Our Swing campaign has already begun encouraging adults to embrace their playful side, and now we are thrilled to collaborate with Dr. Brown and his team to further this mission. Our goal is to integrate more play into the daily lives of adults, ultimately enriching their experiences."

Dr. Stuart Brown remarked on the synergy between NIFP and Papaya, emphasizing the organization's commitment to fostering a deeper understanding of play among adults. He stated, "Our dedicated team is focused on enlightening adults about their unique play natures and demonstrating a variety of healthy play practices. The neuroscience surrounding play highlights its numerous benefits, and I believe that our partnership with Papaya will significantly boost the crucial message that we are wired to play and that such play is integral to our development as individuals."

Looking Ahead

As both Papaya and NIFP gear up to launch their collaborative efforts, the upcoming campaign is anticipated to leave a profound mark on how adults view and incorporate play into their wellness routines. With the backing of scientific research and an encouraging community-driven narrative, this partnership can potentially inspire many to embrace the playful spirit that resonates through every stage of life. Ultimately, as these organizations rise to the challenge, their efforts may usher in a new era where play becomes an accepted and celebrated aspect of adult life.