A new joint report from Comscore and Anzu reveals fascinating insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming behavior across various platforms and genres.
US Gamers Embrace In-App Purchases
The Rise of Freemium Gaming
The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-game purchases in freemium titles last year. This business model, combining free-to-play access with optional paid features (like extra resources or cosmetic items), has proven incredibly effective. Popular examples include Genshin Impact and League of Legends.
The freemium model's success, especially in mobile gaming, is undeniable. Games like Nexon's Maplestory, a pioneer in this area, demonstrated the viability of selling virtual goods. This paved the way for widespread adoption by developers and major platforms like Google, Apple, and Microsoft.
Research from Corvinus University points to the appeal of freemium games stemming from factors such as utility, self-expression, social interaction, and competition. These elements encourage players to purchase enhancements, unlock content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes the report's significance, stating that it underscores gaming's cultural impact and the importance of understanding gamer behavior for brands.
The report's findings are further supported by comments from Katsuhiro Harada of Tekken, who, in February, explained that in-game purchases in Tekken 8 help fund the game's development in light of increasing production costs.
