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Tapjoy Releases Report on Parents’ Mobile Preferences

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New market research from MobileVoice by Tapjoy, a leading mobile advertising and app monetization company, shows that modern parents are far more tuned in and tech-savvy than their own parents were. Because of their familiarity with the mobile ecosystem, they readily turn to their smartphones — particularly brand apps, social media, and rewarded ads — when it’s time to make a purchase. This represents a major opportunity for advertisers who want to connect with the valuable parent demographic, according to Tapjoy’s report, Modern Mobile Gamer 2021: Parents Edition.

For the latest installment in Tapjoy’s Modern Mobile Gamer series, following the Gen Z Edition earlier this year, Tapjoy surveyed 5498 of self-identified parent consumers in the US. Here are just a few of the insights that emerged:

Parents love games, and mobile is their platform of choice. An incredible 90% of parents surveyed said they use mobile as a gaming platform, and 79% say games are one of their favorite mobile activities.

They shop on mobile because it is convenient and saves time. Three quarters shop on mobile 1-4 times a week, and 73% cite convenience as a major factor.

Household spending is expected to increase as the COVID-19 pandemic wanes. Nearly half of parents shopped on mobile more during the pandemic and plan to continue doing so. 56% said they planned to spend more on the winter holidays in 2021, while 47% are planning to spend more on back-to-school shopping.

The pandemic continues to have a lasting effect on mobile habits: 47% did more mobile shopping in 2020 and said they plan to continue doing so, while 83% played more mobile games and said they plan to continue.

When it comes to marketing, 51% of parents like to see humorous brand content. 25% of parents also prefer brand content to be educational, compared to 18% of non-parents.

Modern parents are very receptive to rewarded ads: 46% said it’s the type of ad format they most prefer to engage with, compared to 12% who prefer Instagram and 10% who prefer Facebook.

Additionally, Tapjoy’s latest report contains research and analysis about the modern family dynamic. Only 55% of those surveyed are married, and today’s parents eschew stereotypical gender roles in favor of a more balanced approach to employment, childcare, and housework.

“Today’s parents are so much more aware of modern technology and trends than their own parents were. They grew up with the internet, so they’re well aware of what their kids are doing. They see smartphones as an essential tool that makes everything easier, from shopping to banking to monitoring the kids’ online activity. They have limited free time, so convenience is really important to them — we saw that meal kits and to-go food were especially popular mobile purchases in 2020. They like to unwind with mobile games at the end of the day, and they’re very receptive to rewarded ads thanks to the ease, convenience, and value they add to every transaction,” Lauren Baca, Senior Director of Marketing at Tapjoy, said.

The data in Modern Mobile Gamer: Parents Edition was gathered from surveys run on the Tapjoy network in February and June 2021. Responses were filtered to include all respondents who identified as United States residents and parents. This report is the second in a series of four Modern Mobile Gamer 2021 e-books featuring key insights on Zoomers, Parents, Millennials, and Generation X.

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BetVictor

BetVictor Canada launches Tracy McGrady Safer Gambling campaign

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BetVictor Canada has launched its new out-of-home advertising campaign across the streets of Toronto to promote NBA legend Tracy McGrady as its Safer Gambling Ambassador.

Two mobile digital trucks strategically targeting high-traffic areas near Scotiabank Arena, Rogers Centre, and major sporting events will provide prime audience exposure for the campaign, scheduled around Toronto Maple Leafs, Toronto Raptors, and Toronto Blue Jays home games.

To further enhance the campaign’s reach, BetVictor Canada has partnered with Clear Media Group to leverage digital taxi tops across Toronto, providing city-wide exposure with 100 taxis displaying key brand messaging. These digital taxi tops will run during peak evening hours (5:00pm – 9:00pm) on select dates until April 5th, 2025.

The campaign coincides with Problem Gambling Awareness Month, a nationwide grassroots campaign held each March that seeks to increase public awareness of problem gambling and promote prevention, treatment, and recovery services.

BetVictor Canada offers an array of tools and services to help its Canadian customers bet and play safely and responsibly, across a host of sports betting markets and online casino games.

Mark Harper, Head of Emerging Markets at BV Group, said: BetVictor is delighted to be participating in the National Council of Problem Gambling campaign in March, to help increase public awareness of problem gambling and the need to promote prevention, treatment and recovery services.

“In using our Safer Gambling Ambassador, Tracy McGrady, to raise awareness about BetVictor’s safer gambling tools such as loss limits, time alerts and product restrictions we are dedicated to ensuring all players have a safe gambling experience. #PGAM2025.”

The post BetVictor Canada launches Tracy McGrady Safer Gambling campaign appeared first on Gaming and Gambling Industry in the Americas.

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AGCO

AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers

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The Alcohol and Gaming Commission of Ontario (AGCO) has served BetMGM Canada Inc. with an Order of Monetary Penalty (OMP) of $110,000 for violations of the Registrar’s Standards for Internet Gaming.

In two separate incidents in 2024, BetMGM engaged marketing companies who offered cash to members of the public in return for opening new BetMGM accounts. The marketing activities occurred in public forums, such as a major national trade conference. Under AGCO’s Standards, operators are responsible for the conduct of their third-party suppliers who are contracted to support the operator’s Ontario gaming business, and must require their third-parties to meet Ontario laws, regulations and standards (Standard 1.19).

Ontario is one of the first jurisdictions in the world to establish and enforce rules that strictly limit high-risk inducement advertising and marketing in the online gambling industry. Registered iGaming operators are prohibited from offering gambling inducements, bonuses and credits as part of their broad public advertising and marketing activities (Standard 2.05). These Standards exist to protect Ontarians from predatory advertising and promotional marketing practices in order to limit the risk of gambling-related harm.

A registered operator served with an OMP by the AGCO has the right to appeal the Registrar’s decision to the Licence Appeal Tribunal (LAT), which is an adjudicative tribunal independent of the AGCO and part of Tribunals Ontario.

QUOTE

“Responsible gambling safeguards and the protection of Ontarians on registered gaming sites is among our key priorities. The AGCO monitors the activities of all registered operators and their third-party suppliers to ensure they are meeting our high standards and we continue to take strong action to ensure they operate within the public interest.”

Dr. Karin Schnarr, Chief Executive Officer and Registrar – AGCO

ADDITIONAL INFORMATION

BetMGM Canada Inc. failed to comply with the Registrar’s Standards for Internet Gaming. Specifically, the licensee failed to comply with the following provisions of the Standards:

  • 1.19 Operators are responsible for the actions of third parties with whom they contract for the provision of any aspect of the Operator’s business related to gaming in Ontario and must require the third party to conduct themselves in so far as they carry out activities on behalf of the operator as if they were bound by the same laws, regulations, and standards.
  • 2.05 Advertising and marketing materials that communicate gambling inducements, bonuses and credits are prohibited, except on an operator’s gaming site and through direct advertising and marketing, after receiving active player consent.

Contrary to the Standards, BetMGM Canada Inc. and/or their affiliates allegedly engaged in the following activities:

a) On or about January 13 and 14, 2024, BetMGM representatives were alleged to have attended the National Franchise Show and were offering $100 in cash to new players for opening a new account and depositing $15.
b) On or about March 11, 2024, BetMGM acknowledged that its marketing affiliate “Above the Street” had engaged in prohibited inducement marketing. The conduct resulted in 377 player sign-ups and $127,180.00 in commissions to “Above the Street”.
c) On or about April 13, 2024, another BetMGM marketing affiliate “Maple Leaf Marketing” engaged in prohibited inducements and marketing to induce on-site activations and acquire new players. The conduct resulted in 94 player sign-ups and about $34,000.00 in commissions paid to “Maple Leaf Marketing”.

The post AGCO issues $110,000 in penalties to BetMGM Canada for offering cash to induce new gambling customers appeared first on Gaming and Gambling Industry in the Americas.

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BCLC

BCLC Launches “What’s played here stays here” Campaign

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BCLC’s new “What’s played here stays here” campaign is issuing an important reminder to British Columbians who choose to gamble – specifically that all net profit its operations generate stays in B.C. to help fund critical services like education, health care and community programs.

The campaign also reinforces that all other gambling websites operating in B.C. are illegal and take away funds from critical community programs and services.

“Across B.C. and Canada, we’ve seen incredible groundswell around the importance of buying and supporting local, and that’s no different for British Columbians who choose gambling for their entertainment. We want our B.C. players to know they can find a world-class gambling experience in their own backyard, whether it’s at one of our 33 casinos, 3,400 lottery retailers, or online at PlayNow.com, and that the proceeds from their play with BCLC make a positive impact at home in their community,” Pat Davis, President and CEO of BCLC, said.

Along with illegal online gambling websites, BCLC also competes with Washington State and Las Vegas casinos, all of which aggressively market to B.C. residents.

“BCLC continues to raise awareness that these gambling options do not support B.C.’s economy and take away funds from vital provincial and community-based programs and services. In a time when British Columbians are standing united, we want to reinforce that playing together with BCLC helps make B.C. even better,” Pat Davis added.

The post BCLC Launches “What’s played here stays here” Campaign appeared first on Gaming and Gambling Industry in the Americas.

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