Canada
Liftoff’s most comprehensive survey of global app marketers finds rising optimism amid macroeconomic and privacy challenges
Liftoff, the leading growth acceleration platform for the mobile industry, today released the industry’s most comprehensive survey of global app marketing professionals. Liftoff’s 2022 App Marketer Survey brings together responses from over 500 mobile marketers, offering a detailed look at what it’s like to run mobile marketing campaigns for an app right now – and what marketers see as the key trends ahead in 2023.
App marketers – drawn from APAC, EMEA, North America, and LATAM – were asked a range of questions covering topics such as the impact of App Tracking Transparency (ATT) to changes in ad campaign budgets, and in which channels beyond conventional mobile ads they plan to invest.
Respondents were also asked their view on the current state of app marketing, and whether they are optimistic for the future of the space. As we approach the end of 2022, 58% said they felt positive or neutral about the industry, versus 42% who’s outlook is more negative. That’s understandable, as app marketing has had a turbulent year with COVID-19 winding down, a tough macroeconomic climate and industry headwinds all combining to make life more difficult for marketers.
However, the view of the future was brighter, with 63% of respondents believing that 2023 would be the same or better than 2022, and 88% expecting to maintain or exceed their current mobile advertising spend budget.
The impact of greater user privacy protections is a significant issue for app marketers, with 43% citing the industry shift toward being more privacy-first as their top challenge of the past year and the biggest obstacle ahead for 2023. While 59% of respondents said that changes such as App Tracking Transparency (ATT) had been good for consumers, 64% said this shift has had a negative impact on their UA campaigns, with a lack of available data and an increase in UA costs cited as the biggest issues.
Despite these and other challenges, marketers are planning to spend more in 2023, with 52% of respondents saying they plan to increase their overall ad budget, and only 12% expecting to reduce it in the coming year.
The survey also showed marketers turning to less trackable channels as a way of augmenting their mobile advertising campaigns. Influencer marketing (53%), social media content (52%), and investment in building fan communities (30%) are all areas where marketers plan to increase their ad spend in 2023.
“We set out to explore the current state of our industry, and app marketers from around the world have told us they are split on what the future holds, with positivity for the future tempered by a series of challenges – some technical, and some down to global economic trends”, said Dennis Mink, Chief Marketing Officer at Liftoff. “The good news is that the marketers we spoke to aren’t downbeat. Rather, our survey shows them becoming more adaptive and rising to the challenges ahead.”
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.”
*Source – H2GC H2 Ontario Data 25.10.2024 (excl. Lottery)
BCLC
INTRALOT Announces New Project with the British Columbia Lottery Corporation for Online Lottery Platform
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.
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.
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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