In-Game Purchases: Freemium Games Hook 82% of Gamers

A new joint report from Comscore and Anzu reveals key 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.

US Gamers Embrace In-App Purchases

Freemium Gaming's Rise to Prominence

The report highlights the remarkable success of the freemium model, showing that a substantial 82% of US gamers made in-game purchases in freemium titles last year. This business model, combining free access with optional paid extras, has proven highly effective. Popular examples like Genshin Impact and League of Legends demonstrate its widespread appeal.

Freemium's success, especially in mobile gaming, is rooted in its history. Nexon's Maplestory, released in North America in 2005, is often cited as a pioneer of the model, introducing the concept of purchasing virtual items with real money.

The continued popularity of freemium games has driven significant success for developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the model's appeal stems from factors such as utility, self-expression, social interaction, and competitive gameplay. These elements encourage players to spend to enhance their experience, unlock content, or avoid ads.

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

The report's findings resonate with comments made by Tekken's Katsuhiro Harada in February. Discussing in-game purchases for Tekken 8, Harada highlighted the rising costs of game development and emphasized that revenue from such transactions directly contributes to the game's ongoing development budget.