Freemium Games Dominate: 82% of Gamers Embrace In-App Transactions

A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends. The study, "Comscore's 2024 State of Gaming Report," examines gamer 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-to-play access with optional in-app purchases for enhanced features and items (like extra lives or exclusive content), has proven highly effective. Games like Genshin Impact and League of Legends exemplify this trend's popularity.

The freemium model's widespread adoption, particularly within mobile gaming, is noteworthy. Maplestory, released 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 success of freemium games has benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University attributes the freemium model's appeal to factors such as utility, self-expression, social interaction, and competitive gameplay. These elements encourage players to invest in the game to enhance their experience, access new content, or avoid ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's findings, stating, "Our 2024 State of Gaming Report underscores gaming's cultural impact and the importance of understanding gamer behavior for brands seeking to engage this dynamic audience."

The report's release follows comments from Tekken's Katsuhiro Harada in February regarding in-game purchases in Tekken 8. Harada explained that revenue from these transactions contributes significantly to the game's development budget, particularly given the increasing costs of game production.