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The Mobile-First Generation: Gen Z Is Heavily Into Mobile Gaming, Shopping, and Social Media, Finds Tapjoy’s New Modern Mobile Gamer Report™

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New research from Tapjoy, a leading mobile advertising and app monetization company, shows that members of Generation Z are extremely tuned in to the mobile ecosystem. More than three quarters of Gen Z, defined as those born between 1996 and 2010, claim to have gotten their first smartphone before the age of 18, compared to only 49% of Millennials. Now reaching adulthood, Zoomers represent billions of dollars in buying power and a largely untapped opportunity for advertisers, as shown in Tapjoy’s latest report, Modern Mobile Gamer 2021: Generation Z Edition.

As the latest installment in Tapjoy’s Modern Mobile Gamer series, the Generation Z Edition surveyed 7,103 US-based mobile gamers between the ages of 18 and 24 to discover a number of valuable insights. For instance:

  • Gen Z is the first mobile-first generation: 22% of Zoomers got their first smartphone at age 10 or younger, and 61% got theirs between the ages of 11 and 17. Almost half replace smartphones every 2-3 years. Their favorite mobile activities are games, social

  • media, and entertainment such as streaming apps like Netflix or Disney+.

  • Zoomers love mobile games: 86% use mobile devices as a gaming platform, compared to 42% who use console/handheld devices and 38% who play on a PC. During the 2020 COVID-19 pandemic, 66% reported downloading more gaming apps, compared to 59% of Millennials and 56% of Generation X. Gen Z’s favorite games to play are Action/adventure, Role-Playing Games, and Puzzle/Match-3.

  • They’re big shoppers on mobile: 68% of Zoomers shop on their mobile phones 1 – 4 times a week. Sixty percent of them frequently purchase to-go food or delivery, and 57% make frequent retail purchases on mobile. Their preferred ways to make purchases on mobile are on branded apps and e-commerce storefronts, through rewarded offers in mobile games, and through Instagram ads, respectively.

  • Gen Z loves brand content: Gen Z is avid followers of retail brands on social media, with a particular affinity for clothing and fashion brands: 65% of Zoomers follow clothing and fashion brands, compared to just 52% of Millennials and 40% of Gen X. Zoomers are also the most likely generation to prefer humorous brand content. Gen Z also shows a strong preference for short videos, with 66% listing it as a preferred content type compared to 63% among Millennials and 59% for Gen X.

  • They prefer rewarded mobile game ads over social media and search advertising: 53% report engaging with rewarded mobile game ads — compared to 38% on Instagram, 23% on TikTok, 22% on Facebook, 17% on Twitter, and 16% on Google Shopping.

  • They’ll engage with brands in exchange for value: More than half of Zoomers have discovered at least one new product on their mobile devices through content such as short videos, memes and social posts. They dislike search result ads and non-skippable video ads, preferring to engage with rewarded ads in mobile apps.

Tapjoy’s research and analysis also found that the COVID-19 pandemic had a lasting effect on Generation Z. Nearly three quarters reported playing more mobile games in 2020, and 55% found mobile games “more fun and engaging than expected” during the pandemic. Their top pandemic products were clothing and apparel, to-go food, and beauty/hygiene products, while their top pandemic subscription services were streaming, home goods, and meal kits.

“Generation Z is incredibly engaged in every facet of the mobile ecosystem,” said Lauren Baca, Senior Director of Marketing at Tapjoy. “Unlike older generations, they’ve never really known a world without smartphones. They’ve been playing mobile games since they could hold a phone, and their first instinct when buying something new is to reach for that device. They’ve also grown up in a world where ads are often optional, so they’re very particular about the marketing and branded content they engage with. They value humor, shared values, ads that respect their time, and those that provide a value exchange, such as rewarded ads in mobile games. Advertisers have the opportunity to tap into the most mobile-centric generation yet — they just need to adjust their strategies.”
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BetConstruct Becomes the First iGaming Company to Offer Both B2B and B2C Licenses in Canada through Affiliate Entity

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BetConstruct, a global pioneer in iGaming and sports betting solutions, has announced a significant milestone in the gaming industry. Through its affiliate entity, BetConstruct has become the first iGaming company authorized to facilitate the issuance of both Business-to-Business (B2B) and Business-to-Consumer (B2C) licenses. This remarkable achievement was made possible by obtaining a direct license authorization from the Tobique First Nation in Canada.

The Tobique First Nation, renowned for its innovative and forward-thinking regulatory approach, has entrusted BetConstruct’s affiliate entity with the authority to oversee applications and facilitate the issuance of licenses from its jurisdiction. This partnership underscores shared values of innovation, transparency, and a commitment to responsible gaming practices.

This historic development places BetConstruct at the forefront of the Canadian iGaming market, redefining the opportunities available to gaming operators. By leveraging its affiliate entity’s licensing capabilities, BetConstruct empowers businesses to navigate a streamlined and transparent regulatory environment, unlocking new opportunities for growth and innovation.

“At BetConstruct, we’ve always strived to push the boundaries of what’s possible in iGaming. This landmark achievement with the Tobique First Nation reflects our unwavering dedication to creating opportunities for our partners while upholding the highest standards of responsibility and integrity in gaming,” said Vigen Badalyan, Co-Founder of BetConstruct.

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The issuance of dual licenses under the watchful eye of BetConstruct’s affiliate not only highlights BetConstruct’s commitment to supporting its partners but also reinforces the company’s role as a trusted leader in the global iGaming landscape.

This milestone signals a new era for regulated iGaming, as BetConstruct takes bold steps to establish a robust ecosystem for operators and consumers alike. With its direct license authorization from the Tobique First Nation, BetConstruct is setting a new standard for innovation, consumer protection, and sustainable growth in Canada and beyond.

The post BetConstruct Becomes the First iGaming Company to Offer Both B2B and B2C Licenses in Canada through Affiliate Entity appeared first on Gaming and Gambling Industry in the Americas.

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Canada

Great Canadian Entertainment and Petroglyph Development Group Announce Closing of the Acquisition of Casino Nanaimo and Elements Casino Victoria

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Great Canadian Entertainment and Petroglyph Development Group Ltd. announced that PDG has closed the previously announced acquisitions of Casino Nanaimo and Elements Casino Victoria from Great Canadian, in historic transactions for both parties. PDG is a wholly owned corporation of Snuneymuxw First Nation (the “Nation”) and is dedicated to realizing the economic potential of the Nation.

The transactions, originally announced on June 24, 2024, for Casino Nanaimo and September 10, 2024, for Elements Casino Victoria, have received all required approvals from the regulatory authorities.

“We are thrilled to have completed these transactions. An incredible amount of work has been undertaken by our corporate team, our on-site teams at both properties, and PDG to achieve this successful closing. I am grateful for their efforts, as well as everyone at the B.C. Lottery Corporation and the Gaming Policy Enforcement Branch, who were thoughtful, diligent, and thorough in facilitating these closings,” said Matt Anfinson, Chief Executive Officer of Great Canadian.

“We look forward to working closely with PDG during the transition period to support the continued successful operation of Casino Nanaimo and Elements Casino Victoria,” Anfinson added.

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“We celebrate the closing of our two casino acquisitions and our continued progress toward building a strong Snuneymuxw economy. For decades, Snuneymuxw leadership has worked tirelessly toward this moment, recognizing the connection between a strong economy, self-determination, and the foundation of nationhood. Today, we honour the achievements of those who came before us by securing businesses that will strengthen our Nation for generations to come. Thank you to the PDG and Great Canadian teams for your exceptional work. We look forward to a rewarding partnership with the B.C. Lottery Corporation, driving economic growth for the Nation and Province,” said Chief Mike Wyse.

Erralyn Joseph, President of PDG, said: “This measured acquisition marks an important milestone for PDG as we continue growing a corporate enterprise that reinvests directly into the prosperity of our Nation. With a strong operating plan focused on risk mitigation and yielding sizable returns, PDG continues to generate sustainable wealth for Snuneymuxw. With every step we are realizing our socio-economic potential and influence at a local, national, and global level. On behalf of the Board of Directors, we are pleased to share this news and remain committed to advancing economic growth in support of all residents connected to Snuneymuxw territory.”

“Acquiring these assets marks a pivotal shift for Snuneymuxw and Vancouver Island. This transition will fuel the Island’s economy, strengthening the Snuneymuxw Nation and ensuring the benefits stay local,” said Ian Simpson, Chief Executive Officer of PDG.

The post Great Canadian Entertainment and Petroglyph Development Group Announce Closing of the Acquisition of Casino Nanaimo and Elements Casino Victoria appeared first on Gaming and Gambling Industry in the Americas.

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Ottawa Black Bears Announce Partnership Deal with PowerPlay

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The Ottawa Black Bears announced an extensive partnership agreement with PowerPlay Online Sportsbook and Casino that will see the company’s logo featured on the club’s home and away jerseys.

In addition to the jersey partnership, PowerPlay will also have branding elements inside the goal crease, behind the bench, on the LED display ring, and along the rinkboards for Black Bears home games at Canadian Tire Centre. As part of the deal, PowerPlay also becomes the exclusive sportsbook and online casino partner for the Ottawa Black Bears.

“We are thrilled to have PowerPlay on board for our inaugural season with such a comprehensive partnership agreement. Their investment with the Black Bears represents a foundational agreement for our lacrosse club. And we’re proud to wear their logo alongside ours as we launch our franchise,” said Chelsea McDermott, Vice President of Business Operations for the Ottawa Black Bears.

“We are excited to bring PowerPlay’s bold, community-driven spirit to Ottawa-Gatineau, partnering with the Black Bears as they establish themselves as a force in lacrosse. This partnership celebrates a sport deeply tied to Canada’s heritage and competitive energy. Together, we’ll ignite passion, energize fans, and deliver excitement all season long,” said Thomas Vermeulen, Marketing Director for PowerPlay.

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The post Ottawa Black Bears Announce Partnership Deal with PowerPlay appeared first on Gaming and Gambling Industry in the Americas.

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