A newly released joint report by media and analytics company, Comscore, and in-game advertiser, Anzu, sheds light on the behavior and preferences of US gamers, as well as current trends in the gaming industry.
Majority of US Gamers Fine with Shelling Out Extra Money on In-Game Purchases
Freemium Games Become Increasingly Popular
Image (c) Research Gate
Titled "Comscore's 2024 State of Gaming Report," this comprehensive study delves into US gamers' gaming habits, preferences, and spending patterns, while also exploring popular genres across various platforms.
According to the report, a staggering 82% of US gamers made in-game purchases in freemium games last year. Freemium, a blend of the words "free" and "premium," refers to games that are free to download and play, yet offer optional in-app purchases for additional features and benefits. These can include extra coins, health points, and exclusive items. Notable examples of freemium games include miHoYo's global sensation Genshin Impact and Riot Games' League of Legends.
The freemium model has gained significant traction and success, especially within the mobile gaming sector. Nexon Korea’s MMORPG Maplestory, launched in North America in 2005, is often credited as one of the pioneers of the freemium concept. In Maplestory, players could purchase virtual items like pets and rare weapons using real money—a practice that has since become widely adopted by developers and online retailers.
Game developers and online platforms such as Google, Apple, and Microsoft have reaped substantial benefits from the growing popularity of freemium games. Research from Corvinus University, a private research institution, suggests that the allure of freemium games stems from a mix of factors including utility, self-indulgence, social interaction, and in-game competition. These elements encourage players to make in-game purchases to enhance their gaming experience, unlock new content, or bypass ads.
Steve Bagdasarian, Comscore's Chief Commercial Officer, commented on the findings, stating, "Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to tap into this dynamic and engaged audience."
In February, Tekken's Katsuhiro Harada shared insights on in-game purchases and transactions as they introduced paid items in Tekken 8, the latest installment in the fighting game franchise. Harada noted that, given the increasing costs of game development, profits from these transactions would contribute to Tekken 8’s development budget.
