Freemium Games Thrive: 82% of Gamers Engage with In-Game Purchases

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 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 upgrades, has proven incredibly popular, exemplified by games like Genshin Impact and League of Legends.

The freemium model's widespread adoption, especially in mobile gaming, dates back to early pioneers like Nexon's Maplestory. This game's innovative use of real-money transactions for virtual items paved the way for the current 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 a blend of factors including utility, self-expression, social interaction, and competitive gameplay. These elements incentivize players to invest in enhancing their gaming experience and accessing new content.

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

The report's findings are further supported by comments from Katsuhiro Harada of Tekken, who explained that in-game transactions in Tekken 8 are crucial for funding the game's development, particularly given rising production costs.