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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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Canada

Relax Gaming joins forces with PointsBet to strengthen footprint in Ontario

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Relax Gaming, the iGaming aggregator and supplier of unique content, has significantly enhanced its presence in the Ontario market through an agreement with leading Canadian operator, PointsBet.

This partnership reinforces Relax Gaming’s aim to become a standout provider across North America, having already gained early success in Ontario. Relax became one of the first suppliers to deliver content to the region’s players in March 2022, debuting with over 120 games across multiple operators.

PointsBet pride themselves as one of Canada’s leading operators offering unmatched speed, ease of use, and a comprehensive array of pre-game and in-play sports betting options. This is complemented by a top-tier online casino which will now be boosted with the integration of Relax’s portfolio of slots and live dealer options.

With its authentic Canadian approach, PointsBet prioritises technology that minimises external dependencies to maintain control over its platform and has a commitment to responsible gambling best practices, ensuring a safe and secure environment for all players.

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Martin Stålros, CEO at Relax Gaming, said: “Since we launched in Ontario we have enjoyed tremendous success, with our content hitting the sweet spot for the broad range of players in the Canadian province. This partnership with PointsBet will strengthen our presence in the market as the region’s leading operator integrates our rich content portfolio which will engage its player base.”

Scott Vanderwel, Chief Executive Officer at PointsBet, added: “Relax Gaming has established a strong reputation across North America and in Ontario in particular. The impressive range of content that will be integrated into our platform will increase engagement within our online platform and we are delighted to be able to provide more immersive experiences to our audiences.”

Established as one of the industry’s leading B2B suppliers, Relax Gaming was awarded GGA’s Product Launch of the Year in February 2023 for Dream Drop Jackpots. Money Train 3 names the 2023 CasinoBeats Game Developer Awards amongst its 6 Slot of the Year titles, while the brand also won the award for Skill Games Supplier at the 2023 EGR B2B Awards along with the Innovation in Mobile award at the 2023 SBC Awards.

Relax Gaming provides more than 4,000 online casino games, from its high-performing proprietary slots to a significant, varied library of content from hand-picked third-party studios via its partnership programmes.

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Canada

Jackpot Digital Receives Approval from the Saskatchewan Liquor and Gaming Authority

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Jackpot Digital, a leading manufacturer of electronic multiplayer dealerless poker tables, has announced that it has received approval from the Saskatchewan Liquor and Gaming Authority (SLGA) to act as a registered supplier of gaming supplies and services to regulated casinos in the Canadian province of Saskatchewan.

The approval follows the Company’s news release dated February 6, 2024, announcing the signing of a licensing agreement with the Saskatchewan Indian Gaming Authority (SIGA) to install the Company’s Jackpot Blitz dealerless poker ETGs into SIGA casinos.

SIGA operates seven casinos and Playnow.com in Saskatchewan. At the outset, SIGA proposes to install Jackpot Blitz machines at its Dakota Dunes and Gold Horse Casino properties, located in Saskatoon and Lloydminster, respectively.

Jackpot CEO Jake Kalpakian said: “We are excited to receive approval as a gaming equipment supplier in Saskatchewan. This represents the first major jurisdictional, non-tribal license received by Jackpot during our continuing expansion into the land-based casino market. We have many more license applications underway in the US and other Canadian provinces, which will dramatically impact our ability to accelerate the rollout of Jackpot Blitz across North America.”

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Calgary Sports and Entertainment Corporation

Play Alberta, CSEC Extend Partnership

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Teams under the Calgary Sports and Entertainment Corporation (CSEC) banner have expanded their long-term partnership with Play Alberta, the province’s premier iGaming destination. As part of the agreement, the Flames will feature AGLC’s responsible gambling program, GameSense, on their home helmets and a Play Alberta insignia displayed on their home jerseys. The Stampeders, Wranglers, and Roughnecks will integrate the Play Alberta logo onto their uniforms.

“There’s significant importance now to showcase meaningful responsible gambling efforts in the iGaming industry. I’m proud of our initiatives to provide GameSense with such a visible platform. GameSense promotes healthy gambling habits online and in person and including AGLC’s responsible gambling platform over the course of this partnership is a huge accomplishment,” Kandice Machado, Chief Executive Officer at AGLC.

The agreement makes Play Alberta the exclusive sports betting and online gaming partner of the Flames, Wranglers, Stampeders, and Roughnecks. Through the partnership, Play Alberta and CSEC will develop unique partnerships and in-arena giveaways during the season.

“Through GameSense, our partnership with Play Alberta equips our fans with the knowledge required if they wish to participate in gaming while they support their home team. We are both proud and excited to extend our relationship with Play Alberta that makes cheering for our teams that much more fun while also generating revenue to support the quality of life for Albertans,” said CSEC President and CEO Robert Hayes.

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Alberta is the first jurisdiction in North America to partner with professional sports franchises and integrate PlayAlberta.ca and social responsibility branding onto uniforms. It upholds AGLC’s commitment to responsible play, raising awareness of GameSense and Self-Exclusion, resources that give bettors the tools they need to make healthy gambling choices.

In addition, proceeds generated through the website go toward the province’s General Revenue Fund. In 2023–24, $235 million was generated for programs and services that Albertans rely on every day through Play Alberta, an increase of more than $42 million from the previous year.

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