Freemium Model Thrives: 82% of Gamers Embrace In-Game Spending

A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines player 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 access with optional paid features, has proven highly effective. Popular examples include Genshin Impact and League of Legends.

Freemium's popularity, especially in mobile gaming, is undeniable. Games like Nexon's Maplestory, a pioneer of the model, demonstrated the viability of selling virtual items for real money—a practice now commonplace.

The freemium model's continued success benefits developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the appeal stems from a blend of factors: utility, self-reward, social interaction, and competition. These elements incentivize players to purchase enhancements, unlock content, or avoid 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.

The discussion around in-game purchases also extends to established franchises. Katsuhiro Harada of Tekken, commenting on Tekken 8's monetization, noted that revenue from in-app purchases contributes significantly to the game's development budget, especially given rising production costs.