"82% of Gamers Opt for In-Game Purchases in Freemium Games"

A recently published joint report by Comscore, a leading media and analytics company, and Anzu, an in-game advertising specialist, offers an insightful analysis of US gamers' behaviors, preferences, and the latest trends shaping the gaming industry.

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 comprehensive study sheds light on the gaming habits, preferences, and spending patterns of US gamers. It also explores the genres that are most popular across various platforms.

The report reveals that a significant 82% of US gamers engaged in in-game purchases within freemium games last year. Freemium games, a blend of the terms "free" and "premium," allow players to download and play for free, while offering optional in-app purchases for enhanced features and benefits. These can include additional coins, health points, or exclusive items. Notable examples of freemium games include miHoYo's global phenomenon, Genshin Impact, and Riot Games' League of Legends.

The success and widespread adoption of the freemium model are especially pronounced in mobile gaming. Nexon Korea’s MMORPG Maplestory, launched in North America in 2005, is credited with pioneering this approach. In Maplestory, players could purchase virtual items such as pets and rare weapons with real money—a concept now widely adopted by game developers and online platforms.

Game developers and major online retailers like Google, Apple, and Microsoft have reaped significant benefits from the growing popularity of freemium games. Research from Corvinus University underscores that the allure of freemium games stems from a mix of factors including utility, self-indulgence, social interaction, and competitive gameplay. These elements encourage players to invest in in-game purchases to enrich their gaming experience, unlock new content, or bypass ads.

Steve Bagdasarian, Chief Commercial Officer at Comscore, commented on the report's findings, saying, "Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to engage with this dynamic and highly interactive audience."

In February, Katsuhiro Harada, the director behind the Tekken series, shared his perspective on in-game purchases during the rollout of paid items for Tekken 8. Harada emphasized that, given the escalating costs of game development, the revenue generated from these transactions would directly contribute to Tekken 8's development budget.