In-Game Purchases Surge As Freemium Games Dominate Market

A new Comscore and Anzu report reveals compelling insights into US gamer behavior and spending habits. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming preferences across platforms and reveals a significant trend: the overwhelming success of the freemium model.

Freemium's Dominance in the US Gaming Market

The report highlights that a remarkable 82% of US gamers made in-app purchases in freemium games last year. This business model, combining free-to-play access with optional paid features, has proven highly effective. Popular titles like Genshin Impact and League of Legends exemplify this successful approach. The freemium model's roots can be traced back to games like Nexon's Maplestory, a pioneer in offering virtual item purchases.

The report's findings underscore the widespread appeal of freemium gaming. Research from Corvinus University attributes this popularity to a blend of factors, including utility, self-reward, social interaction, and competitive elements within the games themselves. These factors motivate players to invest in enhancing their gameplay experience or avoiding interruptions like advertisements.

Impact on Developers and Marketplaces

The continued success of freemium games has significantly benefited developers and major online marketplaces such as Google, Apple, and Microsoft. This business model enables game developers to sustain and expand their projects, as exemplified by Katsuhiro Harada's comments regarding Tekken 8's in-game purchases contributing to the game's development budget. The report emphasizes the importance of understanding gamer behavior for brands aiming to engage this significant and active audience. Comscore's Chief Commercial Officer, Steve Bagdasarian, stresses the cultural relevance of gaming and the opportunities it presents for brands.