A new joint report from Comscore and Anzu reveals fascinating 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-Game Purchases
Freemium Gaming's Rise to Prominence
The report highlights a significant finding: a remarkable 82% of US gamers made in-game purchases in freemium games last year. Freemium games, a blend of "free" and "premium," offer core gameplay for free, with optional in-app purchases for enhanced features like extra resources and exclusive items. Popular titles like Genshin Impact and League of Legends exemplify this successful model.
The freemium model's widespread success, particularly in mobile gaming, is undeniable. Maplestory, released in North America in 2005, is often cited as a pioneer, introducing the concept of purchasing virtual items with real money. This practice has since become a standard for developers and online retailers.
The continued popularity and growth of freemium games have yielded substantial success for developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University attributes the appeal of freemium games to factors such as utility, self-indulgence, social interaction, and competitive gameplay. These elements encourage players to spend to enhance their experience, access new content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, noted the report's significance, emphasizing 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 earlier this year by Tekken's Katsuhiro Harada regarding in-game purchases in Tekken 8. Harada explained that revenue from these transactions contributes significantly to the game's development budget, particularly given the increasing costs of game production.
