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' habits, preferences, and spending trends. The study, "Comscore's 2024 State of Gaming Report," examines gamer behavior across various platforms and genres.

In-Game Purchases in Freemium Games: A Dominant Trend

The Rise of Freemium Gaming

The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-app purchases in freemium games last year. This business model, combining free access with optional paid features (like extra resources or exclusive items), has proven highly effective. Popular titles like Genshin Impact and League of Legends exemplify this trend.

The freemium model's widespread adoption, particularly in mobile gaming, dates back to games like Nexon's Maplestory, a pioneer in allowing real-money purchases of virtual items. This innovative approach has since become a cornerstone of the gaming industry.

The continued popularity of freemium games has fueled significant growth for developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University indicates that the freemium model's success stems from a blend of factors, including utility, self-expression, social interaction, and competitive gameplay. These aspects encourage players to spend to enhance their experience or avoid interruptions like ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, stating that it underscores gaming's cultural impact and the importance of understanding gamer behavior for brands seeking to engage this audience.

The rising cost of game development has also led to increased reliance on in-game transactions. This was recently noted by Katsuhiro Harada of Tekken, explaining that revenue from in-game purchases in Tekken 8 directly supports the game's ongoing development.