Freemium Games Prove Successful As 82% of Gamers Made In-Game Purchases

A new joint report from Comscore and Anzu reveals key insights into US gamers' habits, preferences, and spending trends. The study, "Comscore's 2024 State of Gaming Report," examines gaming behavior across various platforms and genres.

US Gamers Embrace In-App Purchases

Freemium Gaming's Rise to Prominence

The report highlights the remarkable success of the freemium model, with a staggering 82% of US gamers making in-game purchases in freemium titles last year. This business model, combining free-to-play access with optional paid features, has proven highly effective. Games like Genshin Impact and League of Legends exemplify this trend.

The freemium model's widespread adoption, particularly in mobile gaming, dates back to early pioneers like Nexon's Maplestory. Its introduction of real-money transactions for virtual items set a precedent for the industry.

The continued popularity of freemium games has fueled significant growth for developers and digital marketplaces like Google, Apple, and Microsoft. Research from Corvinus University suggests that the appeal stems from a blend of factors: utility, self-expression, social interaction, and competition. These elements encourage players to spend to enhance their experience, unlock content, or avoid ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, noting the cultural impact of gaming and the importance of understanding gamer behavior for brands seeking to engage this audience.

The financial implications of in-game purchases were also recently discussed by Tekken's Katsuhiro Harada. He explained that revenue from in-game transactions in Tekken 8 contributes directly to the game's development budget, particularly relevant given the increasing costs of game development.