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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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Millennials Game and Shop More on Mobile Than Any Other Platform, According to Tapjoy's Modern Mobile Gamer™ 2021: Millennials Report

 

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™: Millennial Edition was gathered from surveys run on the Tapjoy network in February and July 2021. Responses were filtered to include all respondents who identified as United States residents and Millennials. This report is the third in a series of four 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.

Gaming

Fortnite Battle Royale Global Championship and Rocket League World Championship Head to Dickies Arena in Fort Worth, Texas, This September

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The location for upcoming Fortnite Battle Royale and Rocket League in-person Championship events has been revealed! Dickies Arena in Fort Worth, Texas will host both the Fortnite Championship Series (FNCS) Global Championship 2024 and Rocket League World Championship 2024 this September.

FNCS Global Championship 2024

Mark your calendars for September 7-8: the in-person FNCS Global Championship will feature 50 of the top Fortnite Competitive duos from around the globe, competing for a share of the $2,002,000 USD prize pool.

Qualification, format, and key dates for the Global Championship can be found in the FNCS 2024 Details blog post.

Ticketing information will be revealed in the coming month, with updates to be posted on the Fortnite Competitive website and social media channels. For more information, check out the reveal blog.

RLCS World Championship 2024

This year’s Rocket League World Championship runs from September 10-15 and returns to Dickies Arena on September 13-15 for the final two days of competition in front of a live audience. The culmination of the RLCS 2024 season, the Rocket League World Championship will feature the 16 best international teams and a $1,165,000 USD prize pool.

Rocket League World Championship 2024 qualification, format, and key dates can be found in the 2024 season announcement blog.

Ticketing information will be revealed in the coming month, with updates to be posted on the Rocket League Esports website and social media channels. For more information, check out the reveal blog.

BLAST, Rocket League Esports and Fortnite Competitive have teamed up with the Fort Worth Sports Commission, an international sports destination agency, and C3 Presents, Texas’ leading event promotion companies, to help support and promote both events coming to Fort-Worth, Texas in September 2024.

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Canada

Exploring Canada’s video Game Market: Survey Insights

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Technology has become a great source of entertainment to many. Video games particularly have garnered interest from all demographics. In Canada, the gaming industry has experienced significant growth, fuelled by increased accessibility to gaming platforms and the growth of online gaming communities.

Statistics indicate that a large percentage of Canadians are engaged in gaming activities, whether it be playing console or PC games, mobile games, or online multiplayer games. The popularity of video games extends beyond leisure pastimes, with many Canadians participating in gaming competitions, attending gaming conventions, and consuming gaming-related content on platforms like Twitch and YouTube.

The number of video game users in Canada reflects how broad the sector is, from mobile games to digital video games, download games and live streaming. In 2024, the gaming sector will see millions of users in each of these categories. Statista projects 13.38 million users for digital video games and 7.35 million users for online games respectively. It estimates that revenue in the Canadian video game market is expected to reach US$3,925.00m in 2024, so it is no surprise to observe the increasing popularity of the sector.

Well-known online casino provider BetVictor has compiled some key points from major surveys detailing the video game market to give further insight into its makeup and potential. The gaming culture in Canada is growing, which means the type of games and genres will grow along with the sector. Statista recently conducted a survey of 1 576 respondents aged 18 – 64 who are avid video game players, with telling results. ​​In December 2023, a survey about preferred video game genres in Canada revealed the top four genres as being Action, Action – adventure, Adventure and casual games accounting for 31% of respondents’ preferences.

David Winter, Marketing Manager at BetVictor notes that “We’ve seen a steady increase in the popularity of action-themed and adventure-themed slots and many providers are exploring how to expand further into this market.”

The popularity of Action games such as platform and fighting games can be attributed to various factors, such as: social interaction, accessibility and inclusivity, social appeal, and cultural influence. With such a diverse audience, all these factors are crucial to understand the appeal of Action games.

In the digital age, gaming has transcended mere entertainment to become a cornerstone of culture, and nowhere is this more evident than in Canada. From coast to coast, a diverse community of gamers is thriving, reflecting the country’s inclusive spirit and passion for technology. Whether it’s the casual gamer enjoying a quick session on their smartphone or the dedicated enthusiast meticulously building a custom gaming PC, Canada offers a welcome haven for all kinds of gamers.

Diving deeper into the Statista results, Strategy games accounted for 29%. This shows us that players have a strong interest in tactical and decision-making games. While role-playing (RPG) and sports games garnered 22% each, simulation and shooters trailed slightly behind at 21% and 20% respectively.

MMO (massively multiplayer online games), as well as MMORPGs (massively multiplayer online role-playing games) and MOBA (multi online battle arenas) came in at 13% and 8% respectively, representing a significant but niche following. With such a diverse array of preferences, the survey underscores the multifaceted nature of interests among Canadian gamers. It highlights the need for game developers to cater for a wide range of genres and gameplaying styles in the Canadian market.

From action shooter games to role-playing adventures, the industry has something for every gaming enthusiast in the Canadian market. Overall, the popularity of video games in Canada reflects a growing cultural phenomenon, where gaming has become a mainstream form of entertainment and a significant aspect of modern-day leisure activities.

Statistics anticipate a compound annual growth rate (CAGR) of 7.10% for 2022-2027, resulting in a projected market volume of US$24.52bn by 2027. Canada’s online gaming market is experiencing a surge in popularity, with a surging number of Canadian players engaging in immersive virtual reality experiences.

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Gaming

Knorr and World-renowned Gamer and Streamer, Ninja, Call on Gaming Industry to Supercharge Vegetables in Games

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Knorr – a global leader in bouillons, soups, seasonings, sauces, and more – and world-famous gamer and streamer, Tyler ‘Ninja’ Blevins, reveal to top gaming publishers a little-known imbalance found in a multitude of their games. While everyone knows veggies are good for you in real life, they’re not so good in the virtual world of gaming.

Ninja and Knorr think it’s high time veggies are powered up to get the recognition they deserve, and they are calling on the gaming community worldwide to join this ambition with its #ModTheVeg petition. Gaming fans are invited to sign a petition to show their support for giving veggies a boost in the virtual world and bring a new balance to gaming sustenance.

With a passion for supercharging veggies in the real and virtual world thanks to its flavorful seasonings, Knorr investigated just how much veggies are lagging in the virtual world and in 15 top games they fell behind significantly. For example, in one popular game munching meat gives a +15HP boost while chomping on cabbage delivers just +10HP. In other games the difference is even bigger, where a beef steak brings +552HP while a hearty bean stew lies in its wake, only patching up to the tune of +61HP.

“Recently, I’ve been more mindful of what I put in my body, I have learned how important balanced meals are for my long-term health. Historically, through games we have been limited to using meat based diets to get you through the main quests or heal faster, while apples or cabbage heal you for way smaller. Wouldn’t it be awesome if veggies counted for more in game? Well that’s why I teamed up with Knorr, they came up with some awesome mods for all our favorite games, which will teach fans the importance of veggies and a balanced diet,” said Ninja.

As part of part Ninja’s partnership with Knorr, he will stream on Friday, March 22 at 2 pm PST to bring the issue to his followers, champion veggie equality and play some exciting veggie specific mods. He won’t be alone as a crack squad of eight streamers from across the globe are joining the mission over the coming weeks.

“At Knorr, we believe in making good food accessible for all, so we’re thrilled to team up with Ninja to show how powerful veggies can be and create a new taste of adventure in gaming. We hope this campaign will catch the attention of gaming publishers and spur them on to re-evaluate their games and give veggies the supercharge they deserve,” said Gina Kiroff, Chief Marketing Officer of Knorr North America.

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