In-Game Purchases Boom as Freemium Games Dominate

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 behaviors across various platforms and genres.

High In-Game Purchase Rates in Freemium Games

Freemium Gaming's Rise in Popularity

The report highlights a significant finding: 82% of US gamers made in-game purchases in freemium titles last year. This "freemium" model—combining free-to-play access with optional in-app purchases for enhanced features—has proven remarkably successful. Games like Genshin Impact and League of Legends exemplify this model's widespread appeal.

The freemium model's success is particularly evident in mobile gaming. Maplestory, released in North America in 2005, is often cited as a pioneer of this approach, introducing the concept of using real money for virtual items. This model has since become a cornerstone of the gaming industry.

The enduring popularity of freemium games has driven substantial revenue for developers and platforms like Google, Apple, and Microsoft. Research from Corvinus University attributes this success to factors such as utility, self-indulgence, social interaction, and competitive gameplay. These elements incentivize players to purchase in-game items to enhance their experience and avoid interruptions like ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, stating, "Our 2024 State of Gaming Report underscores gaming's cultural impact and the crucial role of gamer behavior for brands seeking to engage this dynamic 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 noted that revenue from these transactions directly contributes to the game's development budget, particularly given the escalating costs of game production.