Canada
Game Consoles Conquer Hearts, Minds (and Wallets)
New research shows 51% of console gamers play every day – up from 39% in 2019
New data from Hub Entertainment Research shows that gaming consoles play a central role in the entertainment lives of many consumers.
Highlights from Hub’s “Game Consoles 2021: Respawned and Leveled Up” study:
1) Game consoles are occupying more time. A third (36%) of respondents play console games, about the same as in 2019 (33%). But the engagement among those who do play is much higher.
More than half of all console gamers (51%) play every day, up from just 39% two years ago
42% of console gamers who play at least once a week (weekly gamers) say they are playing their console more this year than last, vs. only 32% who said the same thing in 2019
Game sessions are about 20 percent longer: in 2021 weekly console gamers estimate their average session is about 110 minutes, up from about 90 minutes in 2019
2) Ownership of multiple game consoles is up. The share of all 13-74s who play console games is about the same in 2021 (36%) as in 2019 (33%). But the density of ownership is significantly higher. In 2019, only a quarter of console gamers owned both a PlayStation and an Xbox. But in 2021, more than a third (34%) of respondents say they own both.
3) The pandemic drove game purchases online.
39% of weekly console gamers say they buy digital copies of console games at least a few times per month (up from just 25% in 2019)
A similar 38% regularly download DLC or expansion packs for games they already own (up from 22% in 2019)
And half (53%) of console gamers said they spent more on gaming this year than last, vs. slightly more than a third who said the same thing in 2019
4) COVID also made gaming critical to maintaining relationships. In 2021, more respondents mentioned communication or connection with friends as a reason for gaming than in 2019. In fact, almost half of weekly console gamers (45%) have at least one in-game friend that they’ve never met in real life.
5) The impact of in-game advertising has grown along with engagement. 7 in 10 (70%) regular console gamers play titles with branded in-game content (up from 61% in 2019). Among those exposed to in-game advertising,
Almost half (44%) said they prefer in-game advertising to regular commercials
And in game ads are not just tolerable – three quarters (72%) say that branded DLC actually makes the game more fun to play
“Video games represent serious competition for the time and attention of many Americans, and young men in particular,” said David Tice, senior consultant to Hub and co-author of the study. “Offering desired integrations into games, and in some cases unique exposures such as VR, gives marketers a real opportunity to ‘power up’ when they try to reach young consumers.”
“The amount of entertainment content continues to grow, but there are still only 24 hours in a day,” said Jon Giegengack, Founder and Principal at Hub. “Gaming is winning a larger share of that disposable time on the strength of the games themselves. But even more so on the central role gaming has taken in social interaction and communication – habits formed during the pandemic, but that will persist long after.”
Hub’s “Game Consoles 2021: Respawned and Leveled Up” report is a survey of 2,619 US consumers age 13 to 74. Interviews were conducted in September 2021. A free excerpt of the findings is available on Hub’s website. This report is part of Hub’s Entertainment + Technology Tracker syndicated report series.
Hub Entertainment Research measures the influence of technology on the way people find, choose, and consume entertainment content: TV and digital video, movies, gaming, music and social media. Our syndicated studies have tracked the most important trends in entertainment providers, devices, and technologies since 2013.
Bally Bet Sportsbook & Casino app
Bally’s Interactive Launches the New Bally Bet Sportsbook & Casino App in Ontario
Bally’s Interactive, the digital and sports betting division of Bally’s Corporation, has launched the all-new Bally Bet Sportsbook & Casino app in Ontario, Canada. This latest release marks another significant milestone for the company, following the recent app update in New Jersey and a series of successful app launches in the past year, including the introduction of Bally Bet Sportsbook across multiple states and Bally Casino in Rhode Island.
The updated Bally Bet Sportsbook & Casino app represents a major step forward, as it combines the functionalities of the existing Bally Casino app and Bally Bet Sportsbook app into one comprehensive platform. Powered by White Hat Gaming, this new app allows players residing in or traveling to Ontario to conveniently place wagers on both sports and casino games using a single app, account, and universal wallet.
“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s. This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting. Our commitment to enhancing the player experience remains at the forefront as we strive to personalize the enjoyment of playing Bally Bet,” said Robeson Reeves, CEO of Bally’s Corporation.
BCLC
Be #GiftSmart: Scratch the Idea of Gifting Scratch & Win Tickets to Kids
BCLC reminds adults to gift responsibly this holiday season
With the holiday season in full swing, BCLC is reminding British Columbians to gift responsibly and scratch lottery products from their shopping lists for kids.
“Scratch & Win tickets can make great stocking stuffers for the adults in your life, but they’re not for kids,” said Ryan McCarthy, BCLC’s Director of Player Health. “The research shows that children who have early encounters with gambling are four times more likely to develop riskier gambling behaviour as they grow up. While people are out shopping for those last-minute gifts, BCLC wants adults to be aware of the potential risks associated with gifting lottery products to children and to consider safer alternatives.”
While Scratch & Win tickets are among the most common ways kids can be introduced to gambling, children are increasingly exposed to various online forms, such as gambling streams.
“With the convergence of gaming and gambling, youth are becoming more exposed to gambling content in online spaces like streaming sites, where creators are able to live-stream their own gambling, usually while playing online slots and instant games,” said Dr. Luke Clark, Director for Gambling Research at UBC. “Our research at the UBC Centre for Gambling shows that a higher frequency of watching online gambling streams is associated with a more positive attitude towards gambling and a high intention to gamble in the future.”
In B.C., it is illegal to sell lottery products to anyone under the age of 19 and BCLC encourages adults to have conversations with the kids in their lives about the risks associated with gambling.
“Open and honest conversations are crucial when it comes to navigating childhood exposure to gambling,” said McCarthy, who shared the following tips to adults:
- Monitor for gambling-related lifestyle changes. For example, developing a positive attitude towards gambling or a preoccupation with video games or streaming sites.
- Be a positive role model. Exhibit safer gambling behaviour and talk about the risks.
- Limit exposure. Monitor kids’ online activities and discourage engagement with gambling content. Explain how gambling is based on chance.
AGCO
Jackpot Digital Receives Approval from AGCO as a Registered Gaming Supplier
Jackpot Digital Inc., a leading provider of innovative dealerless electronic poker gaming solutions, has announced that the Alcohol and Gaming Commission of Ontario (AGCO) has approved the Company to be licensed as a registered Gaming Related-Supplier (the “Supplier License”) under the Gaming Control Act in the Province of Ontario.
This significant achievement allows Jackpot Digital to enter one of the most dynamic and rapidly growing regulated gaming markets in North America. The Supplier License authorizes Jackpot Digital to supply its electronic table games to Ontario’s gaming venues, including casinos and other regulated gaming facilities.
Jackpot Digital’s flagship product, the Jackpot Blitz electronic table game system, offers a modern, dealerless, player-friendly solution that integrates traditional multiplayer poker games with cutting-edge digital technology. The Supplier License will enable the Company to offer its innovative gaming solutions to operators throughout Ontario, driving new revenue opportunities and enhancing player experiences.
“Receiving AGCO’s approval is a major milestone. This approval provides us with the opportunity to offer our top-tier electronic gaming systems to operators throughout all of Ontario, positioning us for further growth in one of the world’s most robust gaming markets. We are excited to bring our innovative products to Ontario’s gaming community and continue our commitment to providing exciting, technology-driven entertainment experiences,” said Jake Kalpakian, CEO of Jackpot Digital.
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