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

A new Comscore and Anzu report reveals key insights into US gamers' habits, preferences, and spending trends. The study explores the gaming landscape and player behavior.

US Gamers Embrace In-App Purchases

Freemium Gaming's Rise in Popularity

The "Comscore's 2024 State of Gaming Report" examines US gamers' habits across various platforms and genres. A striking finding: 82% of US gamers made in-game purchases in freemium games last year. Freemium games, combining free access with optional in-app purchases (e.g., extra coins, items), have seen massive success. Examples include Genshin Impact and League of Legends.

The freemium model's popularity is particularly evident in mobile gaming. Maplestory, launched in North America in 2005, is considered a pioneer of this model, introducing the concept of real-money purchases for virtual items.

The success of freemium games has benefited developers and online retailers like Google, Apple, and Microsoft. Research from Corvinus University attributes the freemium model's appeal to factors such as utility, self-indulgence, social interaction, and competition, motivating players to purchase enhancements or avoid ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, highlighted the report's significance in understanding gamer behavior for brands seeking to engage this audience.

Tekken 8's developer, Katsuhiro Harada, recently discussed the use of in-game purchases in their latest title, emphasizing that these transactions contribute to the game's development costs in the face of rising development expenses.