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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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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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absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario

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Internet Gaming Operator by the Alcohol and Gaming Commission of Ontario (AGCO).

This significant milestone authorizes absolutebet to offer regulated iGaming services in Ontario’s legal market under the oversight of AGCO and iGaming Ontario (iGO).

The registration marks a key step in absolutebet’s mission to bring a trusted, responsible, and innovative online casino experience to Ontario players. absolutebet is committed to operating with integrity and transparency, meeting all provincial standards for player protection, responsible gambling, anti-money laundering, and game integrity.

Securing AGCO registration is more than a milestoneit’s the start of absolutebet’s journey in one of the most exciting regulated markets in the world,” said Chen Truman, Founder of absolutebet. “We are building a brand that will grow with the Ontario community and set the stage for future expansion.”

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On the regulatory milestone, Krisztina Kalla, Legal & Regulatory Compliance Advisor of absolutebet, commented: “I’m incredibly proud to see all the hard work behind this license pay off. Securing AGCO registration has taken months of preparation and close collaboration with regulators and partners. I am very happy to see the result of that work, and even more excited as we move into the launch phase and open up the absolutebet community to Ontario players in a fun and responsible way.”

Ontario is recognized as one of the most competitive and fast-growing regulated iGaming markets in North America. With AGCO registration secured, absolutebet will move forward with the final stages of its iGO onboarding process in preparation for launch.

 

The post absolutebet Secures AGCO Registration as an Internet Gaming Operator in Ontario appeared first on Gaming and Gambling Industry in the Americas.

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Alex Malchenko Head of Sales at Evoplay

Evoplay strengthens Ontario presence in partnership with Caesars Entertainment

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Evoplay, the award-winning game development studio, has partnered with Caesars Entertainment to expand its footprint in the Canadian market, following its initial entry earlier this year. The partnership integrates 20 of the studio’s top-performing titles onto Caesars Palace Online Casino, Horseshoe Online Casino and Caesars Sportsbook & Casino in Ontario, including fan-favourites such as Hot Triple Sevens, Triple Chili, and The Greatest Catch Bonus Buy.

Having announced its official entrance into Ontario in March, the collaboration with Caesars marks a significant step in Evoplay’s local strategy. Further standout releases, such as Inner Fire Bonus Buy and Hot Volcano, also launched as part of the initial package, with additional player favourites, including Fruit Nova and Ice Mania.

The collaboration underlines Evoplay’s commitment to working with leading operators to deliver high-quality content tailored to regional audiences.

Alex Malchenko, Head of Sales at Evoplay, said: “Launching with Caesars in Ontario marks a key milestone in our North American strategy.

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“It reflects both the strength of our portfolio and our commitment to providing innovative, high-performing content to operators of the highest caliber.”

Ricardo Cornejo Rivas, Vice President of Online Gaming at Caesars Digital, said: “Evoplay brings a fresh and dynamic approach to online gaming, which we’re excited to offer to our players in Ontario. This portfolio of standout titles adds to our growing content library and furthering our ongoing goal of delivering top-tier entertainment experiences to our players.”

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iGaming Ontario Appoints Joseph Hillier as its New President and CEO

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The iGaming Ontario Board of Directors has announced Joseph Hillier as the organization’s new President and Chief Executive Officer, effective September 8, 2025. Joseph’s depth in the Ontario igaming market combined with successful public and private sector careers make him the ideal President and CEO at this critical point in iGaming Ontario’s growth.

Joseph was most recently Chief Strategy Officer and Corporate Secretary at the Alcohol and Gaming Commission of Ontario (AGCO), where he delivered significant strategic and regulatory initiatives across the province’s alcohol, cannabis, gaming, and horse racing sectors. Prior to the AGCO, he served as Chief of Staff to Ontario Attorney General Hon. Doug Downey and led the development, launch and implementation of Canada’s first private sector-driven igaming market and the creation of iGaming Ontario. Joseph also spent more than a decade working in the financial and legal services sectors.

The Board expressed its sincere thanks to David Smith for serving as Interim President and Chief Executive Officer since Martha Otton’s retirement.

The post iGaming Ontario Appoints Joseph Hillier as its New President and CEO appeared first on Gaming and Gambling Industry in the Americas.

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