Freemium Games Dominate: Majority of Gamers Embrace In-Game Transactions

A new joint report from Comscore and Anzu reveals key insights into US gamer behavior, preferences, and spending trends within the gaming industry.

US Gamers Embrace In-App Purchases

The Rise of Freemium Gaming

Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, examines US gaming habits, preferences, and spending patterns across various platforms and genres.

The report highlights the remarkable success of the freemium model, with a staggering 82% of US gamers making in-app purchases in freemium games last year. This business model, combining free access with optional paid features (extra coins, health boosts, exclusive items, etc.), has proven highly effective. Popular titles like Genshin Impact and League of Legends exemplify this trend.

Freemium's success, particularly within mobile gaming, is rooted in its history. Nexon's Maplestory, launched in North America in 2005, is considered a pioneer, introducing the concept of real-money purchases for virtual items. This model has since become an industry standard.

The continued popularity and growth of freemium games have significantly benefited developers and online retailers like Google, Apple, and Microsoft. Research from Corvinus University attributes this appeal to a blend of factors: utility, self-indulgence, social interaction, and in-game competition. These elements encourage players to spend to enhance their gameplay, access new content, or avoid ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes the report's findings, stating, "Our 2024 State of Gaming Report underscores gaming's cultural impact and the importance of understanding gamer behavior for brands seeking to engage this dynamic audience."

The report's findings are further supported by comments from Katsuhiro Harada (Tekken) in February. He highlighted the role of in-game transactions in funding the development of Tekken 8, citing the increasing costs of game production.