Surprising: 82% of Gamers Spend on In-Game Purchases

A new Comscore and Anzu report reveals key insights into US gamers' habits, preferences, and spending trends. The study explores the gaming landscape, focusing on platform usage and popular genres.

Freemium Games Dominate the Market

Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, showcases the remarkable success of the freemium model. The report found that a significant 82% of US gamers made in-game purchases in freemium games last year. This business model, combining free access with optional paid features, has proven highly effective. Popular titles like Genshin Impact and League of Legends exemplify this trend.

The freemium model's success is particularly evident in the mobile gaming sector. Nexon's Maplestory, launched in North America in 2005, is often cited as a pioneer of this approach, 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 such as Google, Apple, and Microsoft. Research from Corvinus University attributes the appeal of freemium games to a blend of factors: utility, self-indulgence, social interaction, and competitive gameplay. These elements encourage players to spend money to enhance their experience, access new content, or avoid advertisements.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's findings, highlighting gaming's cultural importance and the value of understanding gamer behavior for brands seeking to connect with this engaged audience.

The report's findings resonate with comments made by Tekken's Katsuhiro Harada earlier this year. He explained that in-game purchases in Tekken 8 are crucial for funding the game's development, especially given the rising costs associated with game creation.