A new joint report from Comscore and Anzu reveals compelling insights into US gamer behavior, preferences, and the current gaming market trends.
The Prevalence of In-Game Purchases Among US Gamers
The Rise of Freemium Gaming
Image (c) Research Gate Comscore and Anzu's "2024 State of Gaming Report" examines US gaming habits, preferences, spending, and popular genres across various platforms. A key finding highlights the remarkable success of the freemium model.
The report indicates that a substantial 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, such as extra resources or exclusive items. Popular examples include Genshin Impact and League of Legends.
The freemium model's widespread adoption, particularly in mobile gaming, is undeniable. Nexon's Maplestory, launched in North America in 2005, is often cited as a pioneering example, introducing the concept of real-money purchases for virtual items.
The continued popularity and growth of freemium games have significantly benefited developers and major online retailers like Google, Apple, and Microsoft. Research from Corvinus University suggests that the freemium model's appeal stems from a combination of factors: utility, self-expression, social interaction, and competitive gameplay. These factors encourage players to purchase in-game items to enhance their experience or avoid interruptions.
Steve Bagdasarian, Comscore's Chief Commercial Officer, emphasized the report's significance, stating, "Our 2024 State of Gaming Report underscores gaming's cultural impact and the crucial role of gamer behavior for brands aiming to engage this dynamic audience."
The integration of in-game purchases has also been discussed by industry figures. In February, Katsuhiro Harada of Tekken commented on the use of paid items in Tekken 8, explaining that revenue generated from these transactions contributes directly to the game's development budget, especially given the increasing costs of game production.
