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

A new joint report from Comscore and Anzu reveals compelling 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.

The Rise of Freemium Gaming and In-App Purchases

A striking finding is that 82% of US gamers made in-game purchases in freemium titles last year. The freemium model, combining free access with optional paid features (e.g., extra resources, exclusive items), has proven highly successful, exemplified by games like Genshin Impact and League of Legends. This model's roots trace back to games like Nexon's Maplestory, a pioneer in the monetization of virtual goods.

The continued success of freemium games, benefiting developers and platforms like Google, Apple, and Microsoft, is attributed to several factors, according to Corvinus University research. These include the utility of in-game purchases, opportunities for self-expression, social interaction, and competitive elements. These factors incentivize players to spend to enhance their gameplay experience and avoid interruptions like ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes the report's significance in understanding gamer behavior and its implications for brands seeking to engage this audience. The impact of in-game transactions was also recently discussed by Tekken's Katsuhiro Harada, who highlighted their role in funding the development of Tekken 8, given the increasing costs of game production.