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Millennials Game and Shop More on Mobile Than Any Other Platform, According to Tapjoy’s Modern Mobile Gamer™ 2021: Millennials Report

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3 years ago

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Market research and analysis shows that 86% use smartphones for gaming and 73% shop on mobile 1-4 times a week
New market research from MobileVoice® by Tapjoy (www.tapjoy.com) shows that Millennials use smartphones as a go-to device for entertainment and shopping. Mobile is overwhelmingly their platform of choice for gaming, according to 86% of those surveyed, and they’re far more likely to shop on mobile than desktop or brick-and-mortar stores. The ongoing COVID-19 pandemic has only made Millennials more reliant on their mobile devices, with 64% reporting spending more time on mobile over the last year. But that’s just the tip of the iceberg according to the research found in Tapjoy’s latest report, Modern Mobile Gamer 2021: Millennial Edition.

For the latest installment in Tapjoy’s Modern Mobile Gamer series, following the Gen Z and Parent editions published earlier this year, Tapjoy surveyed 5,026 Millennial consumers in the United States. Here are a few insights that emerged from this comprehensive analysis:

  • From 9/11 to the Great Recession and its ongoing aftermath, Millennials grew up and entered the workforce during a time of economic turmoil. This has affected their outlooks on nearly everything, from their careers to the way they interact with brands. The top values Millennials consider when interacting with brands is how they treat employees (55%), sustainability and environmental awareness (50%), and diversity, equity, and inclusion (46%).

  • They were already active mobile gamers — 86% use their smartphones for gaming, far more than those who play games on consoles/handhelds (37%), and PC (27%) — but the ongoing pandemic intensified these habits. Nearly three quarters played more mobile games as a result of the pandemic, and 59% downloaded new gaming apps. This isn’t a temporary fluctuation, either; 60% said they plan to continue playing more mobile games.
  • More than half shopped more on mobile over the last year and plan to continue, with entertainment, to-go food, apparel, and beauty/hygiene among their top shopping categories. They overwhelmingly prefer shopping on mobile to desktop and brick-and-mortar shops; 80% say they make mobile purchases often, and 73% shop on mobile one to four times a week.
  • They also plan to spend more on big events in 2021: 62% said they’ll spend more during the winter holidays, while 47% plan to spend more on Black Friday this year.

  • Rewarded ads are overwhelmingly their favorite type of mobile ad: 58% said they prefer rewarded ads over other types, compared to banner ads (12%) and social media ads (10%). In fact, 63% say they enjoy using offerwalls, and their number one reason for making purchases through mobile ads is to receive in-game rewards. They’re most likely to engage with surveys, though they also like videos and free trials.

“Millennials get a bad rap, but the truth is, there’s so much more to this demographic than avocado toast,” said Lauren Baca, Senior Director of Marketing at Tapjoy. “They have a unique perspective: They remember life before the internet but also can’t imagine life without it. They want to find others who share their values, whether that’s in a company they work for or one they follow on social media. And they’re just as tech-savvy and attached to their mobile devices as Gen Z, especially when it comes to gaming and shopping. Rewarded ads offer the best of both worlds — they connect Millennials with relevant offers and brands while empowering them to get more out of their mobile games. No wonder 55% say they engage with rewarded ads more than other ad types!”

The data in Modern Mobile Gamer 2021 e-books featuring key insights on Gen Z, Parents, Millennials, and Generation X. Modern Mobile Gamer: Generation Z Edition and Parents Edition are available to download now, and Generation X Edition is due out later this year.
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ComeOn Group adds sportsbook to its offering in Ontario

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1 week ago

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November 8, 2024

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ComeOn Group announced a significant milestone in its sportsbook expansion journey with the addition of sportsbook to their offering in Ontario following the successful acquisition of the required permits. This addition represents a strategic advancement in the Groups sportsbook growth trajectory where they are set to double its sportsbook business in the coming years.

ComeOn Group is one of 51 active operators in Ontario. The Ontario market has experienced robust growth since its launch, reaching C$6.7 billion in revenue in 2023.* By 2029, the market is forecasted to grow by a total of 29%, with 2024 expected to close with a 20% increase.

ComeOn keeps investing in its sportsbook business acceleration that is powered by its proprietary sportsbook platform and in-house risk management and trading team. As a multi product vertical operator, ComeOn is striving to give its customer base a safe and exciting entertainment destination and this approach is now expanded to their Ontario audience.

Juergen Reutter, Chief Executive Officer at ComeOn Group, said: “We are very excited about the opportunities this new milestone opens up for us. As a casino-led operator it represents a key part of our sportsbook strategy to double our business in the coming years. Like in any of our other markets, we are striving for a differentiated sportsbook entertainment experience that is powered by our in-house technology. Our goal is to deliver top-tier entertainment to our players while fostering safe and innovative gaming experiences.”

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*Source – H2GC H2 Ontario Data 25.10.2024 (excl. Lottery)

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BCLC

INTRALOT Announces New Project with the British Columbia Lottery Corporation for Online Lottery Platform

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1 week ago

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November 7, 2024

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INTRALOT S.A. has announced the undertaking of a new project between the British Columbia Lottery Corporation (BCLC), the sole lottery operator for the Government of British Columbia in Canada, and INTRALOT Inc., its US subsidiary, for the provision of an online lottery platform. The project also includes the digitalization of the existing land-based network.

The solution will be based on the Player X platform, part of the Lotos X ecosystem, and adds to the company’s overall partnership with BCLC, which has been extended until 2028.

INTRALOT is a leading player in a changing world of gaming. With significant experience in looking forward and anticipating emerging trends, the company provides future-proof solutions to regulated lottery and gaming operators around the world.

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Canada

Relax Gaming joins forces with PointsBet to strengthen footprint in Ontario

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2 months ago

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October 2, 2024

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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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