A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends within the gaming industry.
The Rise of Freemium Gaming and In-App Purchases
Freemium's Dominance in the US Gaming Market
Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, details US gamers' behavior across various platforms and genres. A striking 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 (coins, power-ups, exclusive items), has proven incredibly successful. Popular examples include Genshin Impact and League of Legends.
The freemium model's success, especially in mobile gaming, is well-documented. Maplestory, released in North America in 2005, is considered a pioneer, introducing the concept of monetizing virtual items. This model has since become a cornerstone of game development and online retail strategies.
The continued popularity and growth of freemium games have fueled significant success for developers and digital marketplaces like Google, Apple, and Microsoft. Research from Corvinus University points to utility, self-indulgence, social interaction, and in-game competition as key drivers of in-app purchases, enhancing gameplay and avoiding ad interruptions.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, highlighting gaming's cultural impact and the importance of understanding gamer behavior for brands aiming to engage this audience.
The profitability of in-game transactions has also been addressed by industry figures. In February, Tekken's Katsuhiro Harada discussed the role of in-game purchases in funding the development of Tekken 8, citing the increasing costs of game production.
