A new joint report from Comscore and Anzu reveals key insights into US gamer behavior, preferences, and current gaming trends.
The Rise of Freemium Gaming and In-App Purchases
Freemium's Explosive Popularity
Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, examines US gaming habits, preferences, and spending. The report highlights popular genres across various platforms.
A striking finding: 82% of US gamers made in-game purchases in freemium titles last year. Freemium games, a blend of "free" and "premium," are free to download and play, offering optional in-app purchases for extras like coins, health boosts, and exclusive items. Popular examples include Genshin Impact and League of Legends.
The freemium model has seen massive success, especially in mobile gaming. Maplestory, released in North America in 2005, is considered a pioneer, introducing the concept of real-money purchases for virtual items.
The continued popularity of freemium games has fueled significant growth for developers and online retailers like Google, Apple, and Microsoft. Research from Corvinus University points to utility, self-indulgence, social aspects, and competition as key drivers for in-app spending, enhancing gameplay and avoiding ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, noted the report's highlighting of gaming's cultural impact and the importance of understanding gamer behavior for brands.
In February, Tekken's Katsuhiro Harada discussed in-game transactions in Tekken 8, explaining that revenue from these purchases contributes directly to the game's development budget, particularly given rising development costs.
