Gadget-loving dads are hogging family devices and controllers so they can indulge in games such as FIFA, Candy Crush and Fortnite.
Research shows that 'Digital Dads' have maintained their love affair with tech, sparked by the likes of PlayStation, Blackberry and Xbox, and now indulge online games, livestreamed esport matches and even experiment with Virtual reality (VR).
When they're not battling it out for supremacy in a post-apocalyptic world, leading their team to footballing glory or blasting through pieces on Candy Crush, dads are catching up with pals on social media.