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Mobile Gamers Now Prefer Ad-Supported Games Over Pay-to-Play Games, According to Tapjoy’s Modern Mobile Gamer® 2022 Report

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New market research shows that parents are the most likely group to play multiple times a day and make in-app purchases
The latest Modern Mobile Gamer® report from Tapjoy, a leading mobile advertising and app monetization company, shows how attitudes towards mobile gaming, in-app advertising, and in-app purchases have evolved over the last five years. Whereas just 21% of mobile gamers said they favored ad-supported mobile games in Tapjoy’s 2017 survey, 50% of today’s mobile gamers say they prefer the ad-supported model over pay-to-play games or those based primarily on in-app purchases, an increase of 138%.
Utilizing market research from Tapjoy’s MobileVoice® survey platform and data from 9,352 respondents across five surveys, the Modern Mobile Gamer®: Game Dev Edition contains comprehensive data and analysis about the current state of mobile gaming and how preferences vary by age group and other factors.

Here are just a few of the insights that emerged:

  • Mobile gamers play 10+ hours a week, on average. In fact, 57% say they play more mobile games than they did five years ago, with the biggest increase being among parents (68%).

  • Nearly half (49%) of all respondents say they play mobile games multiple times a day. Parents (58%), Gen X (54%), and women (52%) are the most likely to play at this frequency.
  • Puzzle is now the top mobile game genre among all age groups, with 55% of respondents calling it their favorite. This is a drastic change from 2021, when Action/Adventure was the most popular mobile genre; now Action/Adventure, Strategy, and Simulation are tied for second place with 33%.
  • 60% of respondents discover new mobile games via ads in other games, making it by far the most popular way to discover new apps. Additionally, 39% will try new mobile games if their friends are playing it, and 33% find new games via app store recommendations.
  • Rewarded video ads remain the top ad type among mobile gamers (preferred by 53% of players), while support for other ad types is growing; Survey ads have increased in popularity from 8% in 2017 to 17% in 2022) and Playables increased from 9% in 2017 to 16% in 2022.
  • When it comes to data privacy, 43% of mobile gamers say they are open to app tracking, citing trust in the app developer as the top reason for opt-in. Meanwhile 39% say they never opt into data tracking on iOS, and the remaining 18% were not sure.
  • Mobile gamers are happily engaging with Multi-Reward CPE offers, which Tapjoy introduced in 2020. Of those surveyed, 64% are fans of the progress bar that lets them see how close they are to earning rewards.

“Just in time for GDC, we’re thrilled to release the latest game developer and UA-focused Modern Mobile Gamer® report. This year marks the fifth anniversary of Modern Mobile Gamer®, and to celebrate, we’re examining how mobile habits have changed in that time while also looking to the future,” said Lauren Baca, Senior Director of Marketing at Tapjoy. “We’ve found that most mobile gamers are playing every day, often multiple times a day, sometimes switching among four or more favorites. They also discover new games from ads and, in general, are much more receptive to ads in mobile games than they were five years ago.”

Curated with mobile game developers and UA marketers in mind, the data in Modern Mobile Gamer®: Game Dev Edition was gathered from surveys run on the Tapjoy network in February 2022. Responses were filtered to only include responses from those ages 18 and older.

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Endorphina Now Licensed B2B Gaming Supplier in Ontario

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Endorphina Limited, a leading provider of certified online slot games, has successfully obtained a Gaming-Related Supplier registration in Ontario, Canada, one of the most regulated iGaming markets globally.

The registration, issued by the Alcohol and Gaming Commission of Ontario (AGCO), authorizes Endorphina to supply its gaming content to licensed operators within the province. This milestone marks an important step in the company’s long-term expansion strategy focused on regulated markets, strengthening its presence in North America and enhancing its global footprint.

“Securing approval in Ontario is a significant achievement for Endorphina. It confirms the quality of our products, the strength of our compliance framework, and our readiness to operate in highly regulated environments,” said Head of Compliance at Endorphina, Džangar Jesenov.

Endorphina continues to invest in the development of proprietary online slot games, delivering innovative content tailored to the evolving requirements of international markets.

With a portfolio of 200+ premium slots, the company has built strong partnerships with 6,000+ operators worldwide. It holds an active presence in over 50 jurisdictions, ensuring compliance in regulated markets across Europe, Latin America, and beyond.

With the Ontario registration, the company is well-positioned to expand partnerships with licensed operators and further solidify its reputation as a trusted B2B supplier in the global iGaming industry.

 

The post Endorphina Now Licensed B2B Gaming Supplier in Ontario appeared first on Americas iGaming & Sports Betting News.

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Endorphina secures AGCO supplier registration in Ontario

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Endorphina Limited has obtained a Gaming-Related Supplier registration in Ontario, Canada, allowing the company to supply its online slot content to licensed operators in the province.

The registration was issued by the Alcohol and Gaming Commission of Ontario (AGCO). Ontario is one of North America’s most closely regulated online gambling markets.

“Securing approval in Ontario is a significant achievement for Endorphina. It confirms the quality of our products, the strength of our compliance framework, and our readiness to operate in highly regulated environments,” said Head of Compliance at Endorphina, Džangar Jesenov.

Endorphina said it has a portfolio of 200+ slots, partnerships with 6,000+ operators, and an active presence in more than 50 jurisdictions. The company positions the Ontario approval as part of its broader expansion strategy in regulated markets.

The post Endorphina secures AGCO supplier registration in Ontario appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Amusnet Marks Strategic Entry into North America with Ontario Licence

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Amusnet is entering the North American market after securing a Gaming-Related Supplier–Manufacturer Registration from the AGCO in Ontario, Canada, marking a strategic milestone in the group’s global expansion.

Licensing grants Amusnet access to Ontario’s regulated iGaming market, which is one of the most established and fast-growing jurisdictions in North America, known for its robust regulatory framework and strong long-term growth potential.

It will allow the supplier to offer online gaming content to licensed operators in the province, officially establishing its presence in the region. Amusnet will initially roll out its iGaming portfolio, with the option to expand into Land-based solutions at a later stage.

Ontario’s regulatory framework emphasises strict compliance, ensuring that all suppliers adhere to high standards in technology, security and player protection. This makes Ontario a key benchmark market for companies entering North America. The new registration further confirms that Amusnet has successfully met these rigorous requirements for integrity and regulatory compliance, enabling it to distribute its content across the province.

“Securing the AGCO licence is an important milestone for Amusnet and reflects our long-term commitment to operating in fully regulated markets. Our entry into Ontario represents a key strategic step into North America, which is a high-priority region with strong long-term growth potential. We look forward to partnering with local operators and building a sustainable presence in the market,” said Ivo Georgiev, CEO of Amusnet.

The post Amusnet Marks Strategic Entry into North America with Ontario Licence appeared first on Americas iGaming & Sports Betting News.

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