Freemium Games Gain Traction: Over 80% of Gamers Purchase In-Game

A new joint report from Comscore and Anzu reveals fascinating insights into US gamers' habits, preferences, and spending trends. The study, "Comscore's 2024 State of Gaming Report," examines player 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. A staggering 82% of US gamers made in-game purchases in freemium titles last year. This business model, blending free access with optional premium features, has proven incredibly effective. Popular examples include Genshin Impact and League of Legends.

The freemium model's dominance, particularly in mobile gaming, is undeniable. Maplestory, launched in North America in 2005, is often cited as a pioneering example, introducing the concept of real-money purchases for virtual items. This model has since become industry standard.

The continued success of freemium games has benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University attributes this appeal to factors such as utility, self-indulgence, social interaction, and competition. These factors encourage players to purchase in-game items to enhance their experience or bypass ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, commented on the report's significance, emphasizing gaming's cultural impact and the importance of understanding gamer behavior for brands.

The report's findings resonate with comments made by Tekken's Katsuhiro Harada earlier this year. He explained that in-game purchases in Tekken 8 are crucial for funding the game's development in light of rising production costs.