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Esports betting specialist Rivalry has launched a mobile app targeting Millennials and Gen Z users in Ontario, Canada.

The app, a first for Rivalry, was specifically designed to cater to digitally native individuals, while incorporating elements from gaming culture into its product design.

“Mobile betting is a significant addition for our Ontario operations and core audience of Millennial and Gen Z consumers that prefer the flexibility of betting on their phones,” said Rivalry CEO Steven Salz.

“Launching a mobile app adds an important layer of accessibility to our product, increasing our addressable market in Ontario, and allowing us to bring esports betting to more customers in the region and ultimately grow the category,” he added. 

Millennial and Gen Z bettors represent 97% of Rivalry’s active users. However, before venturing into mobile, Rivalry said it prioritised its core offering and focused on developing its proprietary product.

Customised experience

The mobile app allows users to wager on a wide range of esports titles, including popular games like Counter-Strike: Global Offensive, League of Legends, and Dota 2, as well as mobile titles such as Call of Duty: Mobile, Free Fire, and Mobile Legends: Bang Bang.

Traditional sports betting options are also available on the app.

“We are engaging a demographic with unique consumption habits and betting preferences,” Salz said.

“This is a generation that expects more from the products, entertainment and brands they consume, and we’ve customised our online betting experience to match that.

“Our differentiated user experience continues to act as a catalyst for our company, and we’re excited to bring this offering to the palm of our customers’ hands,” he added.

15% growth

Rivalry has experienced steady growth in esports betting since its licensing in April 2022, with an average month-over-month growth rate of 15%.

According to Rivalry’s Q1 2023 results, betting handle for the quarter amounted to C$120.2m, which is nearly three times the amount wagered with the operator in Q1 2022.

Last month, Rivalry secured a C$10m strategic investment led by global low-margin bookmaker Pinnacle.

Rivalry is hoping to utilise the additional capital to expedite its operational goals and capitalise on strategic growth prospects.

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