Rivalry has released its new betting mobile app in Ontario, with the company continuing to focus on its core audience of Gen Z and Millennials.

This latest development will come as little surprise to close followers of the Toronto-based firm, which announced plans for an esports betting and sports betting mobile app in Ontario earlier this year when debuting eight casino games – via Casino.exe – in the province.

With the launch of its new app, Rivalry expects to ‘further deepen its presence and offering in the market’, driving an increase in player acquisition and engagement amongst Millennials and Gen Z, which represent 97% of its active users.

“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 Steven Salz, Rivalry Co-Founder and CEO.

“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.”

The mobile app features the ‘most comprehensive esports betting offering in Ontario’, according to Rivalry, with games such as Counter-Strike: Global Offensive, League of Legends, and Dota 2 all featured, as well as mobile titles including Call of Duty: Mobile, Free Fire, and Mobile Legends: Bang Bang.

Users of the app can also wager on a range of traditional sports, including football, soccer, basketball, and more.

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