A new joint report from Comscore and Anzu reveals fascinating insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines gamer behavior across various platforms and genres.
US Gamers Embrace In-App Purchases
The Rise of Freemium Gaming
The report highlights a significant finding: a remarkable 82% of US gamers made in-game purchases in freemium titles last year. Freemium games, a blend of "free" and "premium," offer core gameplay at no cost while providing optional in-app purchases for enhanced features, such as extra resources or exclusive items. Popular examples include Genshin Impact and League of Legends.
This freemium model has proven highly successful, particularly within the mobile gaming market. Maplestory, launched in North America in 2005, is often cited as a pioneering example, introducing the concept of purchasing virtual goods with real money.
The continued success of freemium games has benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the freemium model's appeal stems from factors like utility, self-expression, social interaction, and competition. These elements encourage players to purchase in-game items to enhance their experience or avoid interruptions like ads.
Steve Bagdasarian, Comscore's Chief Commercial Officer, 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 are further supported by comments from Katsuhiro Harada (Tekken) in February. He explained that in-game transactions are crucial for funding the development of games like Tekken 8, especially given rising development costs.
