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LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential
New research from LoopMe, the global leader in brand performance, reveals that consumers are twice as likely to use GenAI for search (x2 in the US and x2.2 in the UK), while it’s nearly three times in Australia (x2.7).
As AI redefines online behaviour, and the enormous implications this has for brand visibility and advertising, the solution may lie in mobile gaming. While the adoption of AI tools is leading to a decline in clicks and associated site traffic, the story is different in gaming. This channel is on the rise, offering a scale that encompasses all demographics, alongside engaged and receptive audiences.
LoopMe surveyed 66,819 consumers across Australia, the United Kingdom, and the United States to gauge GenAI usage. The data shows the majority are now using these tools daily or at least several times a week (US: 56%, UK: 55%, Australia: 57%). For those using tools daily, similar patterns emerge, with approximately three in ten adopters falling into this group (Australia: 27%, UK: 29%, US: 30%).
Nearly one-fifth of GenAI users across all three markets report spending less time browsing the web because of AI tools (US: 19%, UK: 20%, and Australia: 22%). Even among infrequent GenAI users, there’s a move away from traditional search, resulting in web browsing falling by 19%-50% across the markets. This shift isn’t limited to specific demographics but plays out across all age groups, indicating a move towards embracing AI and a corresponding reduction in browsing time to varying degrees.
Nearly a third of users (28% in the US and 30% in Australia and the UK) across all three countries cite ‘getting answers faster’ as the number one benefit of GenAI. This reduction in browsing time online is freeing them up for other pursuits. And one of these appears to be more time for gaming: In Australia, 18% cited that they are spending more time on mobile gaming, while in the US, it’s 19% and rising to 21% in the UK.
Again, this is a trend across all age groups and markets. While the greatest shift in the UK is seen among 18-24-year-olds, with 62% spending more time on mobile gaming rather than less, in the US it’s the 25-34-year-olds (40%). Meanwhile, for Australians, it’s the 35-44-year-old demographic (58%). However, growth is being experienced across all age bands, with all three countries seeing strong mobile gaming growth even among the 55–64-year-olds.
This growth can also be seen among infrequent GenAI users too. In the US, there is a 40% net difference between those casual GenAI users who spend more time gaming and those who spend less, rising to 55% in Australia and 71% in the UK.
When asked about streaming games, there is more preference among younger age groups. While there are country variations, the 18-24 and 25-34-year-old age groups are the heaviest users of streaming games, and these groups will likely drive its future potential.
“What the research highlights is the advertising opportunities opening for brands as gaming becomes a key route to market. This is a medium that’s being embraced by all age groups and all demographics. And it’s increasing among frequent AI users as well as more casual ones, offering brands the potential to get in front of audiences that other channels might not serve well,” commented Stephen Upstone, CEO & Founder at LoopMe.
“We’ve found that gamers are more than three times as likely to be receptive to advertising in this environment compared to the mobile web. And because audience value and the opportunities gaming offers are out of alignment with current advertising investment in the channel, this lack of competition only adds to its attractiveness. As digital advertising adjusts to this era of AI, mobile gaming is shedding its bit player role and moving centre stage, delivering scale and reach that competes with traditional broadcast channels.“
The post LoopMe research: Increasing GenAI adoption paves the way for an explosion in mobile gaming ad potential appeared first on Gaming and Gambling Industry Newsroom.
New central gaming and retailer management systems support expanded draw game features across the Lottery’s 3,600 retail locations.
Scientific Games said a new suite of systems technology is now powering the Arizona Lottery’s statewide sales, including updates to its draw games portfolio. The rollout is based on Scientific Games’ Momentum ecosystem, incorporating a central gaming system and a retailer management system.
Arizona Lottery Executive Director Alec Thomson said the technology and game changes are intended to modernize operations and refresh the draw game lineup. “Our teams have been working hard behind the scenes with the Scientific Games teams, and we are thrilled to see this project come to life. The changes to our draw games will give our players bigger value, more ways to play and even more chances to win,” Thomson said. “Ultimately, the advanced technology ecosystem modernizes our operations and positions the Arizona Lottery for future growth.”
The Lottery’s draw game changes include an update to The Pick featuring an automatic multiplier on every play and an add-on called The Pick PLUS, the addition of a daily midday drawing for Pick 3, the launch of a new Pick 4 game with midday and evening drawings, and the addition of Powerball Double Play.
Scientific Games said it also upgraded its gem | suite software to support the expanded draw portfolio and to manage retailer licensing, communications and business intelligence across the Arizona Lottery’s network of 3,600 retailers. “As the Arizona Lottery’s systems technology partner since 2015, Scientific Games is focused on readying the Lottery for long-term sustainability through advanced systems and software, and exciting new products that engage players and drive proceeds to the good cause programs that benefit Arizonans,” said John Schulz, President, Americas & Global Instant Products.
Scientific Games has supplied products and services to the Arizona Lottery for 45 years, including Scratchers games and licensed brands, and supports the Lottery from a Phoenix location, according to the company.
The post Scientific Games rolls out Momentum systems upgrade for Arizona Lottery appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Flashscore says England vs Mexico is its fourth most-watched match globally so far, drawing 17.5M live followers on the app.
Flashscore reported a lift in UK fan engagement ahead of England’s World Cup quarter-final against Norway, citing new usage data from its tournament coverage.
The company said it has recorded 2.35M unique UK users and 387.7M views across its World Cup content so far, spanning live scores, match centres, previews, articles and audio.
Flashscore also pointed to deeper “second-screen” consumption patterns in the UK during the same period, including 1.6M match preview views, 1.23M article views and 147K audio plays.
In global terms, Flashscore said England ranks seventh for team profile opens. England’s Round of 16 match against Mexico at the Azteca Stadium was the fourth-most popular match of the tournament on the app, attracting 17.5M live followers and generating 53.2M views.
On player interest, Flashscore said England captain Harry Kane ranks 20th globally for player profile opens, with 3.9M—just behind Brazil’s Vinicius Junior on 4.0M. Norway striker Erling Haaland is eighth, with 5.7M profile opens.
The post Flashscore: UK World Cup traffic hits 2.35M users ahead of England vs Norway appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Amusnet Italy has launched its premium gaming portfolio on Entain’s prominent online casino brands, bwin and Gioco Digitale, marking a significant step in strengthening its presence within the regulated Italian market.
Through this strategic partnership, local players will gain access to the provider’s premium casino content, known for its exceptional reliability, captivating mechanics and top-tier design. This launch marks the beginning of a phased rollout, with a fully certified portfolio consisting of 174 high-performing titles from Amusnet’s catalogue.
The initial release, which went live on July 1, features the majestic slot Extra Crown Classic Buy Bonus. This royal, fruit-themed game masterfully blends a traditional aesthetic with modern video slot dynamics, featuring expanding Crown Wilds and dual Scatter symbols. It elevates excitement with an innovative Buy Bonus option for instant action alongside Amusnet’s signature 4-level mystery Jackpot Cards bonus game, providing a truly immersive player experience.
“Partnering with premium brands like bwin and Gioco Digitale is a major milestone for our growth in Italy. Launching onto Entain’s platform allows us to reach a wider audience and bring high-quality entertainment to Italian players,” said Polina Nedyalkova, Amusnet Italy Director.
Both bwin and Gioco Digitale are premier online casino brands operating under the global sports betting and gaming giant Entain, utilising a shared platform to deliver secure and cutting-edge gaming experiences. By aligning with these highly trusted brands, Amusnet is well-positioned to leverage their robust market positioning and extensive, loyal user bases to drive long-term engagement and growth.
With this strategic alliance, Amusnet Italy reinforces its commitment to driving growth in the local iGaming market alongside top-tier operators.
The post Amusnet Italy Enters into Partnership with Entain appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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