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

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

US Gamers Embrace In-Game 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 games last year. This business model, combining free-to-play access with optional in-app purchases, has proven incredibly effective. Examples like Genshin Impact and League of Legends demonstrate the widespread appeal of this approach.

The freemium model's origins can be traced back to games like Nexon's Maplestory, a pioneer in offering virtual item purchases. This innovation paved the way for the current landscape where developers and platforms like Google, Apple, and Microsoft reap significant rewards from the continued popularity of freemium games.

Research from Corvinus University indicates that the freemium model's success stems from a blend of factors: utility, self-indulgence, social interaction, and competition. These elements incentivize players to purchase items to enhance their experience, access new content, or avoid ads.

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

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