Canada
Millennials Game and Shop More on Mobile Than Any Other Platform, According to Tapjoy’s Modern Mobile Gamer™ 2021: Millennials Report
For the latest installment in Tapjoy’s Modern Mobile Gamer
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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%).
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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.
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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.
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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.
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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!”
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The Swedish gaming giant confirms its entry into another regulated market, with its industry-leading portfolio of games set to launch in Alberta.
Play’n GO, one of the world’s leading casino entertainment providers, has been granted a licence to supply online gaming content in the Canadian province of Alberta, marking another milestone in the company’s expansion across regulated North American markets.
The licence, awarded by the Alberta Gaming, Liquor & Cannabis Commission (AGLC), allows the company to offer its portfolio of premium online casino titles to licensed operators in the province ahead of Alberta’s planned market launch later this year.
Alberta represents an important new regulated opportunity within Canada, complementing Play’n GO’s established presence in Ontario and Quebec, while reinforcing the company’s commitment to operating exclusively in regulated jurisdictions.
Magnus Olsson said: “Being granted a licence in Alberta is another important step in our North American growth journey and further strengthens our presence in Canada.
“Regulated markets are the foundation of our business, and Alberta represents an exciting opportunity to expand our footprint in a jurisdiction that shares our commitment to high standards, player protection and long-term sustainability.”
The Alberta licence forms part of Play’n GO’s broader strategy of expanding through regulated markets, working closely with licensed operators to deliver compliant, high-quality gaming content focused on innovation, responsibility, and long-term commercial value.
As part of its market entry preparations, the company has aligned its technology and game portfolio with Alberta’s regulatory standards and requirements, with an initial batch of titles already undergoing certification to ensure launch readiness.
About Play’n GO
With more than 20 years of experience in mobile-first gaming, Play’n GO is a global leader in casino entertainment and the creator of some of the industry’s most iconic online titles, including Rich Wilde and the Book of Dead, Reactoonz, and Moon Princess.
A pioneer in the sector, Play’n GO was among the first to recognize the potential of mobile gaming, developing casino content for mobile devices as early as 2005, before the smartphone era.
Today, the company offers a portfolio of more than 450 premium titles, available to regulated operators across over 35 jurisdictions.
Play’n GO is strongly committed to a fully regulated, sustainable gaming industry built around entertainment, safety, and long-term collaboration.
The company works closely with operators, regulators, and research institutions to promote responsible gaming standards across all markets in which it operates.
With a deep understanding of both operators’ and players’ needs, Play’n GO focuses on creating high-quality, enduring content designed for long-term engagement.
In addition to game development, the company also provides backend services and solutions that support operators in delivering a seamless gaming experience.
Beyond gaming, Play’n GO has expanded into complementary entertainment verticals with Play’n GO Music and Play’n GO Shop, and is also a proud partner of the TGR Haas F1 Team.
For more information, please visit www.playngo.com
The post Play’n GO granted Alberta iGaming licence, expanding Canadian market footprint appeared first on Americas iGaming & Sports Betting News.
Play’n GO has been granted a licence to supply online gaming content in Alberta, as the province prepares to launch its regulated online market later this year.
The licence was awarded by the Alberta Gaming, Liquor & Cannabis Commission (AGLC). Play’n GO said the approval allows it to provide its online casino games to licensed operators in the province.
Magnus Olsson, Chief Commercial Officer at Play’n GO, said:
“Being granted a licence in Alberta is another important step in our North American growth journey and further strengthens our presence in Canada.
“Regulated markets are the foundation of our business, and Alberta represents an exciting opportunity to expand our footprint in a jurisdiction that shares our commitment to high standards, player protection and long‑term sustainability.”
Play’n GO said it has aligned its technology and game portfolio with Alberta’s regulatory requirements, with an initial batch of titles undergoing certification ahead of launch. The supplier is already active in Canada, with an established presence in Ontario and Quebec, according to the company.
The post Play’n GO secures Alberta iGaming supplier licence from AGLC appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Dan Keene, who served as the interim CEO of the Alberta iGaming Corporation (AiGC), has been appointed to the role permanently, effective April 21, 2026. Under his leadership, AiGC will launch Alberta’s regulated iGaming market on July 13. Keene has played a pivotal role in shaping the province’s gaming landscape, both through his work standing up AiGC and in his previous roles at the Alberta Gaming, Liquor, and Cannabis Commission (AGLC).
“Dan brings deep operational experience and a strong track record in gaming and market development. His leadership will be essential as the Alberta iGaming Corporation prepares for launch and delivers a regulated market built on social responsibility and player protection,” said Sanjeev Kad, Board Chair, Alberta iGaming Corporation.
About Dan Keene
Serving as Vice-President, Gaming at AGLC since July 2022, Keene overseen a broad portfolio, including gaming retail services, technical operations, compliance, online gambling, player loyalty, supply chain, electronic gaming, and product development across Alberta. He has been instrumental in advancing consumer-focused initiatives. He co-led the creation of Winner’s Edge, Alberta’s first province-wide casino loyalty program, and guided the operations of PlayAlberta.ca, currently, the province’s only regulated online gambling platform. Previously, Keene worked at AGLC as Manager, Casino Products. In this role, he led a team of specialists responsible for selecting slot games and terminals for Alberta’s 30 casinos and 750 VLT locations. Before joining AGLC, he completed successful tenures with Molson Breweries and Century Casinos Inc.
The post Alberta iGaming Corporation Appoints Dan Keene as its CEO appeared first on Americas iGaming & Sports Betting News.
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