Freemium Games Gain Traction, 82% of Gamers Purchase In-Game

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

Freemium Games Dominate Spending

The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-game purchases in freemium titles last year. This business model, combining free access with optional paid extras, has proven highly effective. Popular examples like Genshin Impact and League of Legends exemplify this trend.

The freemium approach, pioneered by games like Maplestory, allows players to purchase virtual items using real money. This has become a standard practice for developers and online retailers. The model's continued popularity is fueled by factors such as utility, self-reward, social interaction, and competitive gameplay, motivating players to enhance their experience and access new content.

Industry Success and Future Implications

The freemium model has yielded significant success for game developers and major digital marketplaces like Google, Apple, and Microsoft. Research from Corvinus University supports this, emphasizing the motivational factors driving in-game spending.

Comscore's Chief Commercial Officer, Steve Bagdasarian, noted the report's significance in understanding gamer behavior and its implications for brands targeting this engaged audience. The rising cost of game development is also a factor, as highlighted by Tekken 8's Katsuhiro Harada, who explained that in-game purchases contribute directly to the game's development budget. The report underscores the enduring appeal and profitability of the freemium model within the gaming industry.