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

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

US Gamers Embrace In-App Purchases

The Rise of Freemium Gaming

The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-game purchases in freemium titles last year. This business model, combining free access with optional paid features (like extra resources or cosmetic items), has proven highly effective. Popular examples include Genshin Impact and League of Legends.

The freemium model's success, particularly in mobile gaming, is undeniable. Nexon's Maplestory, launched in North America in 2005, is often cited as a pioneer of this approach, introducing the concept of purchasing virtual goods with real money.

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

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

The report's findings resonate with comments made earlier this year by Tekken's Katsuhiro Harada regarding in-game purchases in Tekken 8. Harada explained that revenue from such transactions contributes significantly to the game's development budget, particularly given the increasing costs of game production.