Freemium Gaming Dominates: Majority of Players Engage in In-Game Purchases

A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming behavior across various platforms and genres.

High In-Game Purchase Rates in Freemium Games

The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-game purchases in freemium games last year. This business model, combining free access with optional paid features (like extra resources or exclusive items), has proven highly effective. Popular titles such as Genshin Impact and League of Legends exemplify this successful approach.

The freemium model's widespread adoption, especially in mobile gaming, dates back to early pioneers like Nexon's Maplestory. Its introduction of real-money purchases for virtual items paved the way for the current industry standard.

The enduring popularity of freemium games is attributed to several factors, according to research from Corvinus University. These include utility, self-indulgence, social interaction, and competitive gameplay. These elements incentivize players to enhance their gaming experience through purchases, unlocking content and avoiding ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes 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 contextualized by Katsuhiro Harada's (Tekken) comments on in-game purchases. He highlighted their crucial role in funding game development, especially given rising production costs. This perspective underscores the economic realities shaping the modern gaming industry.