A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends within the gaming industry.
US Gamers Embrace In-App Purchases
The Rise of Freemium Gaming
Image (c) Research Gate Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, examines US gamer behavior across various platforms and genres.
A striking finding: 82% of US gamers made in-game purchases in freemium titles last year. Freemium games, a blend of "free" and "premium," offer core gameplay at no cost, with optional in-app purchases for enhanced features (extra resources, items, etc.). Popular examples include Genshin Impact and League of Legends.
The freemium model's success, especially in mobile gaming, is undeniable. Maplestory, released in North America in 2005, is often cited as a pioneer, introducing the concept of real-money purchases for virtual goods.
The continued popularity of freemium games has fueled significant revenue for developers and platforms like Google, Apple, and Microsoft. Research from Corvinus University points to the model's appeal stemming from factors like utility, self-expression, social interaction, and competitive gameplay, motivating purchases to enhance experience or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, noted the report's highlighting of gaming's cultural impact and the importance of understanding gamer behavior for brands.
The report's findings resonate with comments made by Tekken's Katsuhiro Harada in February. He emphasized that in-game transactions in Tekken 8 contribute significantly to the game's development budget, particularly given rising development costs.
