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.
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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 milestone—it’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.”
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.
Alex Malchenko Head of Sales at Evoplay
Evoplay strengthens Ontario presence in partnership with Caesars Entertainment
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.
“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.”
The post Evoplay strengthens Ontario presence in partnership with Caesars Entertainment appeared first on Gaming and Gambling Industry in the Americas.
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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