A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming behavior across various platforms and genres.
High In-Game Purchase Rates in Freemium Games
The report's key finding: a remarkable 82% of US gamers made in-app purchases in freemium games last year. Freemium games, a blend of "free" and "premium," offer core gameplay for free while providing optional paid upgrades for enhanced features, items, and benefits. Popular titles like Genshin Impact and League of Legends exemplify this successful model.
The freemium model's success, particularly in mobile gaming, is undeniable. Maplestory, released in 2005, is often cited as a pioneer, demonstrating the viability of monetizing virtual goods. This approach has since become a cornerstone of game development and online retail strategies.
The enduring popularity of freemium games is attributed to a combination of factors, including utility, self-reward, social interaction, and competitive elements, according to research from Corvinus University. These factors incentivize players to spend to enhance their gameplay experience, access new content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, highlighting gaming's cultural impact and the importance of understanding gamer behavior for brands seeking to engage this audience. The rising costs of game development were also noted by Katsuhiro Harada of Tekken, who explained that in-game purchases in Tekken 8 contribute directly to the game's development budget.
