Rivalry Launches Mobile App Aimed at Gen Z And Millennials

Rivalry Launches Mobile App Aimed at Gen Z And Millennials
By Mark Keast
Fact Checked by Jim Tomlin

Rivalry announced on Wednesday that it is introducing its esports mobile app to the Ontario sports betting marketplace, letting users access the betting platform on their phones.

Rivalry, which is based in Toronto, offers an extensive catalogue of esports and traditional sports offerings, like the NFL, soccer, NHL, and MLB.

At an investor call last week where the company announced its 2023 first quarter financial results, Rivalry co-founder and CEO Steve Salz teased the pending launch of the mobile app as a key cog in the operator’s market strategy.

Targeting Growing Segment of Ontario Sportsbook Audience

“With our audience we are executing against the targeted demographic of millennial and Gen Z consumers, which accounts for 97% of our active customers,” Salz said. “It is this focus on next generation entertainment that guides the vision and direction for the company. This is a fast consuming digitally native customer cohort with unique consumption habits and entertainment preferences. Everything from our product to our brand and marketing caters to this core audience. This allows us to tailor the online betting experience from the ground up with this specific demographic in mind and avoid the challenges of pursuing a much broader and mature audience that is over saturated by our peers in this industry.”

Their target users want to use Ontario sportsbook apps on their phones, Salz said. Launching the mobile app adds a layer of accessibility to the product, and brings esports betting to more customers, while increasing engagement among its current audience, Salz said.

Rivalry Offers Popular Online Sports Games

On the esports side, included on the mobile app are popular games like Counter Strike: Global Offensive, League of Legends and Dota 2, as well top mobile titles like Call of Duty: Mobile, Free Fire and Mobile Legends: Bang Bang.

“We are engaging a demographic with unique consumption habits and betting preferences,” Salz continued. “This is a generation that expects more from the products, entertainment, and brands they consume, and we’ve customized 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.”

The company says it has seen an average month-over-month growth rate in esports betting of 15% in Ontario since the regulated market in the province opened in April 2022. Not only can residents wager on sports but they can also use Ontario online casinos to play popular slots, table games and more.



Mark Keast has recently covered the sports betting industry in Canada for The Parleh, and is a long-time sportswriter and editor, most notably with the Toronto Sun.

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