A newly released joint report by media and analytics company, Comscore, and in-game advertiser, Anzu, offers a comprehensive look into the behaviors and preferences of US gamers, as well as the prevailing trends shaping the gaming landscape.
Majority of US Gamers Fine with Shelling Out Extra Money on In-Game Purchases
Freemium Games Become Increasingly Popular
Image (c) Research Gate
Titled "Comscore's 2024 State of Gaming Report," this in-depth analysis covers US gamers' gaming habits, preferences, and spending patterns, while also exploring popular genres across various platforms.
The report reveals that a staggering 82% of US gamers engaged in in-game purchases within freemium games last year. Freemium games, a blend of the words "free" and "premium," offer a free-to-play model with optional in-app purchases that provide additional features and benefits. These can include extra coins, health points, and exclusive items. Notable examples of successful freemium games include miHoYo's global phenomenon, Genshin Impact, and Riot Games' League of Legends.
The freemium model has gained significant traction and success, especially in the mobile gaming sector. Nexon Korea’s MMORPG, Maplestory, which debuted in North America in 2005, is often credited as one of the pioneers of the freemium concept. In Maplestory, players could purchase virtual items, such as pets and rare weapons, using real money—a practice that has since been widely adopted by developers and online retailers alike.
Game developers and online platforms like Google, Apple, and Microsoft have reaped substantial benefits as freemium games continue to thrive. Research from Corvinus University, a private research institution, points to a mix of factors driving the appeal of freemium games. These include utility, self-indulgence, social interaction, and competitive elements within the game, all of which encourage players to spend on in-game purchases to enhance their experience, unlock new content, or bypass ads.
Steve Bagdasarian, Comscore's Chief Commercial Officer, highlighted the report's findings, saying, "Our 2024 State of Gaming Report underscores the cultural significance of gaming and the critical role that understanding gamer behavior plays for brands aiming to engage this dynamic and dedicated audience."
In February, Tekken's director, Katsuhiro Harada, discussed the role of in-game purchases in the latest installment, Tekken 8. Harada noted that, given the escalating costs of game development, revenue from these transactions directly supports the game's ongoing development budget.
