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

A new joint report from Comscore and Anzu reveals key 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-to-play access with optional paid features (like extra resources or cosmetic items), has proven highly effective. Popular examples include Genshin Impact and League of Legends.

The freemium model's popularity, particularly in mobile gaming, is undeniable. Maplestory, released in North America in 2005, is often cited as a pioneer of this approach, demonstrating the viability of selling virtual goods.

The continued success of freemium games benefits developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University points to factors like utility, self-expression, social interaction, and competition as key drivers of in-game spending. Players often purchase items to enhance gameplay, access new content, or avoid ads.

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

The report's findings resonate with recent comments from Katsuhiro Harada of Tekken, who explained that in-game purchases in Tekken 8 contribute directly to the game's development budget, addressing the rising costs of game production.