Freemium Games Prove Successful As 82% of Gamers Made In-Game Purchases

A new joint report from Comscore and Anzu reveals key insights into US gamers' behavior, preferences, and the current gaming trends.

US Gamers Embrace In-Game Purchases

Freemium Games Gaining Popularity

Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, examines US gamers' habits, preferences, and spending. The report also analyzes popular game genres across various platforms.

The report highlights that a significant 82% of US gamers made in-app purchases in freemium games last year. Freemium games, a blend of "free" and "premium," are free to download and play but offer optional in-app purchases for extra features like coins, health boosts, and exclusive items. Popular examples include Genshin Impact and League of Legends.

The freemium model's success is particularly evident in mobile gaming. Maplestory, released in North America in 2005, is considered a pioneer of this model, introducing the concept of purchasing virtual items with real money.

The continued popularity and growth of freemium games have benefited developers and online retailers like Google, Apple, and Microsoft. Research from Corvinus University points to utility, self-indulgence, social interaction, and in-game competition as key drivers for in-app purchases, enhancing gameplay and avoiding ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, noted the report's significance, emphasizing gaming's cultural impact and the importance of understanding gamer behavior for brands.

In February, Katsuhiro Harada of Tekken discussed in-game purchases in relation to Tekken 8, explaining that revenue from these transactions contributes to the game's development costs, especially given the rising costs of game development.