Freemium Games Thrive: 82% of Gamers Make In-Game Purchases

A recent joint study by Comscore, a leading media and analytics company, and Anzu, an in-game advertising platform, offers valuable insights into the behavior and preferences of US gamers, alongside key 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 The "Comscore's 2024 State of Gaming Report" dives deep into the gaming habits, preferences, and spending patterns of US gamers. This comprehensive report also explores the genres that are popular among players across various platforms.

The report reveals that a striking 82% of US gamers engaged in in-game purchases within freemium games last year. Freemium games, a blend of "free" and "premium," allow players to download and enjoy the game at no cost, while offering optional in-app purchases for additional features and benefits. These can include extra coins, health points, and exclusive items. Notable examples of successful freemium games are miHoYo's Genshin Impact and Riot Games' League of Legends.

The freemium model has gained significant traction, particularly in the mobile gaming sector. One of the earliest adopters of this model was Nexon Korea’s MMORPG Maplestory, which debuted in North America in 2005. Maplestory introduced players to the concept of purchasing virtual items such as pets and rare weapons with real money—a practice that has since become standard among game developers and online retailers.

Game developers and platforms like Google, Apple, and Microsoft have reaped significant benefits as the popularity of freemium games continues to soar. Research conducted by Corvinus University, a private research institution, indicates that the allure of freemium games stems from a mix of utility, self-indulgence, social interaction, and in-game competition. These factors encourage players to make purchases to enhance their gameplay, unlock new content, or bypass ads.

Steve Bagdasarian, Comscore's Chief Commercial Officer, emphasized the importance of these findings, noting, "Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to tap into this dynamic and engaged audience."

In February, Tekken series director Katsuhiro Harada discussed the role of in-game purchases and transactions with the introduction of paid items in Tekken 8. Harada pointed out that, given the escalating costs of game development, the revenue generated from these transactions is crucial for funding Tekken 8's development budget.