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The Mobile-First Generation: Gen Z Is Heavily Into Mobile Gaming, Shopping, and Social Media, Finds Tapjoy’s New Modern Mobile Gamer Report™

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New research from Tapjoy, a leading mobile advertising and app monetization company, shows that members of Generation Z are extremely tuned in to the mobile ecosystem. More than three quarters of Gen Z, defined as those born between 1996 and 2010, claim to have gotten their first smartphone before the age of 18, compared to only 49% of Millennials. Now reaching adulthood, Zoomers represent billions of dollars in buying power and a largely untapped opportunity for advertisers, as shown in Tapjoy’s latest report, Modern Mobile Gamer 2021: Generation Z Edition.

As the latest installment in Tapjoy’s Modern Mobile Gamer series, the Generation Z Edition surveyed 7,103 US-based mobile gamers between the ages of 18 and 24 to discover a number of valuable insights. For instance:

  • Gen Z is the first mobile-first generation: 22% of Zoomers got their first smartphone at age 10 or younger, and 61% got theirs between the ages of 11 and 17. Almost half replace smartphones every 2-3 years. Their favorite mobile activities are games, social

  • media, and entertainment such as streaming apps like Netflix or Disney+.

  • Zoomers love mobile games: 86% use mobile devices as a gaming platform, compared to 42% who use console/handheld devices and 38% who play on a PC. During the 2020 COVID-19 pandemic, 66% reported downloading more gaming apps, compared to 59% of Millennials and 56% of Generation X. Gen Z’s favorite games to play are Action/adventure, Role-Playing Games, and Puzzle/Match-3.

  • They’re big shoppers on mobile: 68% of Zoomers shop on their mobile phones 1 – 4 times a week. Sixty percent of them frequently purchase to-go food or delivery, and 57% make frequent retail purchases on mobile. Their preferred ways to make purchases on mobile are on branded apps and e-commerce storefronts, through rewarded offers in mobile games, and through Instagram ads, respectively.

  • Gen Z loves brand content: Gen Z is avid followers of retail brands on social media, with a particular affinity for clothing and fashion brands: 65% of Zoomers follow clothing and fashion brands, compared to just 52% of Millennials and 40% of Gen X. Zoomers are also the most likely generation to prefer humorous brand content. Gen Z also shows a strong preference for short videos, with 66% listing it as a preferred content type compared to 63% among Millennials and 59% for Gen X.

  • They prefer rewarded mobile game ads over social media and search advertising: 53% report engaging with rewarded mobile game ads — compared to 38% on Instagram, 23% on TikTok, 22% on Facebook, 17% on Twitter, and 16% on Google Shopping.

  • They’ll engage with brands in exchange for value: More than half of Zoomers have discovered at least one new product on their mobile devices through content such as short videos, memes and social posts. They dislike search result ads and non-skippable video ads, preferring to engage with rewarded ads in mobile apps.

Tapjoy’s research and analysis also found that the COVID-19 pandemic had a lasting effect on Generation Z. Nearly three quarters reported playing more mobile games in 2020, and 55% found mobile games “more fun and engaging than expected” during the pandemic. Their top pandemic products were clothing and apparel, to-go food, and beauty/hygiene products, while their top pandemic subscription services were streaming, home goods, and meal kits.

“Generation Z is incredibly engaged in every facet of the mobile ecosystem,” said Lauren Baca, Senior Director of Marketing at Tapjoy. “Unlike older generations, they’ve never really known a world without smartphones. They’ve been playing mobile games since they could hold a phone, and their first instinct when buying something new is to reach for that device. They’ve also grown up in a world where ads are often optional, so they’re very particular about the marketing and branded content they engage with. They value humor, shared values, ads that respect their time, and those that provide a value exchange, such as rewarded ads in mobile games. Advertisers have the opportunity to tap into the most mobile-centric generation yet — they just need to adjust their strategies.”
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DraftKings Set to Launch Mobile Sports Betting in North Carolina on March 11

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Today, DraftKings Incorporated (DraftKings) (Nasdaq: DKNG) announced plans to launch its top-rated online sportsbook in North Carolina on March 11, 2024. This announcement is the culmination of DraftKings’ continued work with stakeholders and regulators across North Carolina to offer fans a responsible form of sports betting. Earlier this year, DraftKings and NASCAR agreed to terms on a written designation agreement, paving the way for the digital sports entertainment and gaming company to operate in the state. Once live in North Carolina, the DraftKings Sportsbook will be available in 27 United States states, in addition to Ontario, Canada.

North Carolina is known for its strong sports culture, housing the majority of the NASCAR industry, professional teams in the NFL, NBA and NHL as well as several universities competing at the Division-I level. Starting from March 11, DraftKings will provide eligible fans in the state several new and responsible ways to get in on the action. DraftKings’ online sportsbook provides a wide variety of betting markets and key offerings such as same-game parlays, in-game betting, special odds boosts and more on a safe, regulated platform with various customer protections in place such as deposit and time limits, access to responsible gaming resource materials, cool off and self-exclusion features along with DraftKings’ all new My Stat Sheet, an innovative responsible gaming feature that shows customers exactly how much time they’ve spent on DraftKings and the total amount of deposits they’ve placed on the platform.

“With the NCAA Tournament right around the corner and the NASCAR season in full throttle, we are thrilled to be launching our top-rated sportsbook app in North Carolina,” the President for DraftKings North America, Matt Kalish, said. “‘The Tar Heel State’ is home to a passionate fanbase and some of the most iconic college basketball programs of all time, making this an exciting time to introduce legalized online sports betting. We’re proud to be working alongside NASCAR as our market access partner and look forward to enhancing the fan experience across North Carolina with a fun, safe and seamless sports betting product.”

To celebrate the launch of legalized mobile sports betting going live in North Carolina, DraftKings, in collaboration with NASCAR, is teaming up with Carolina Panthers legend Greg Olsen for a ceremonial first bet on March 11, 2024. The event will take place at the NASCAR Hall of Fame in Charlotte and feature remarks from Olsen as well as DraftKings Chief Commercial Officer Jeremy Elbaum and North Carolina State Representative Zack Hawkins.

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In addition to hosting the ceremonial first bet in North Carolina on March 11, DraftKings is also recognizing Problem Gambling Awareness Month (PGAM) in March, led by the National Council on Problem Gambling (NCPG) to increase public awareness of problem gaming and the availability of prevention, treatment and recovery services. DraftKings works closely with the NCPG to highlight the company’s responsible gaming initiatives and resources such as cool offs, limitations, key partnerships and mental health services.

Both active members of the American Gaming Association (AGA), DraftKings and NASCAR are committed to promoting the AGA’s Have A Game Plan: Bet Responsibly public service campaign, which educates customers on responsible gaming best practices such as establishing and adhering to a budget and only engaging with legal, regulated operators. DraftKings is committed to creating inclusive and responsible pathways for people to build, create, imagine and innovate through the DraftKings SERVES program.

Eligible customers in North Carolina can access the latest betting markets and more by downloading the DraftKings Sportsbook app available via iOS and Android. DraftKings is committed to providing customers with resources to help bet responsibly. Customers can review DraftKings’ responsible gaming tools here. For additional problem gaming support or services, North Carolina customers can call 1-800-GAMBLER.

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Andrzej Hyla Chief Commercial Officer at Wazdan

Wazdan enters its next Canadian province with Loto‑Québec integration

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Wazdan, the inventive developer of thrilling casino games, has introduced its portfolio to Loto-Québec through Light & Wonder’s aggregation platform, marking its premiere in the Canadian province.

This achievement underscores the provider’s dedication to the North American market, highlighting its ongoing expansion efforts in the region.

Players in Québec can now access Wazdan’s top-performing titles on the crown corporation’s online gaming platform, lotoquebec.com. Among these are beloved games like 9 Coins Grand Gold Edition, 9 Coins 1000 Edition, Hot Slot: 777 Crown, Magic Spins, and Hot Slot: Mystery Jackpot Joker.

Through this integration, Wazdan brings its engagement-boosting features such as Hold the Jackpot, Cash Infinity, Collect to Infinity, and customisable Volatility Levels to an even broader audience in Québec.

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Andrzej Hyla, Chief Commercial Officer at Wazdan said: “With our sights firmly set on North American expansion, our market entry in Québec is a momentous occasion for Wazdan as we continue to bring innovative experiences to more players than ever before.

“Wazdan and Loto-Québec have a shared vision for delivering fresh content that puts users at the heart and we have no doubt our games will be received with tremendous success by their players.”

François Hardy, Product and Innovation Director at Loto‑Québec added: “As the sole iGaming operator in Québec, we pride ourselves on offering titles that truly add value to our platform. We are happy to bring Wazdan’s games to our players.”

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BMM Testlabs Promotes Jean Corriveau to Senior Vice President of Global Quality Assurance and BMM Canada Regional Executive

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Longtime BMM QA leader named to oversee Companyߣs largest testlab.

BMM Testlabs (BMM or the Company), the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Jean Corriveau to Senior Vice President of Global Quality Assurance and BMM Canada Regional Executive.

In this expanded role, Corriveau will oversee the Companyߣs global product quality assurance efforts, ensuring high standards of excellence across all BMM operations. Additionally, as the BMM Canada Regional Executive, Corriveau will spearhead BMMߣs global product QA strategic initiatives to drive growth, innovation, and excellence.

Corriveau’s 23-year trajectory in the gaming industry underscores his expertise and adaptability. His journey began as a software developer, from which he quickly advanced to Business Development Manager at BMM. He continued his upward trajectory when he became the Vice President of Quality Operations for BMM’s largest global lab based in Moncton, New Brunswick, Canada.

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BMM Innovation Group Chief Operations Officer Kara Matthew said, “With Jean at the helm, BMM Moncton transformed into a premier global QA center of excellence, showcasing his skill in driving growth and innovation. Weߣre thrilled to see Jean continue to advance and take ownership of our global QA services.”

Corriveau said, “I am excited to step into the role of Senior Vice President of Global QA and BMM Canada Regional Executive at BMM, especially with the opportunity to lead such an outstanding team. I am focused on surpassing client expectations through our quality, velocity, reliability, innovation, and customer-centricity.”

 

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