"82% of Gamers Engage in In-Game Purchases, Boosting Freemium Game Success"

A recent collaborative report by media and analytics firm Comscore and in-game advertising specialist Anzu sheds light on the habits, preferences, and spending behaviors of US gamers, highlighting the burgeoning trend of freemium gaming.

Freemium Games Gain Ground in Popularity

The report, titled "Comscore's 2024 State of Gaming Report," reveals that an impressive 82% of US gamers engaged in in-game purchases within freemium games over the past year. Freemium games, a blend of "free" and "premium," allow players to download and enjoy the game at no initial cost, with the option to purchase additional features or benefits, such as extra coins, health boosts, or exclusive items. Notable examples of successful freemium games include miHoYo's global phenomenon Genshin Impact and Riot Games' League of Legends.

The freemium model has particularly thrived in the mobile gaming sector. One of the early adopters of this model was Nexon Korea's MMORPG Maplestory, launched in North America in 2005. Maplestory pioneered the concept by allowing players to acquire virtual goods, like pets and rare weapons, using real money—a practice now widely adopted by game developers and online retailers alike.

Tech giants such as Google, Apple, and Microsoft have reaped significant benefits as freemium games continue to gain traction. A study by Corvinus University underscores that the allure of freemium games stems from a mix of utility, self-indulgence, social interaction, and competitive elements. These factors encourage players to make in-game purchases to enrich their gaming experience, unlock new content, or bypass ads.

Steve Bagdasarian, Comscore's Chief Commercial Officer, emphasized the significance of these findings: "Our 2024 State of Gaming Report underscores the cultural importance of gaming and the crucial role that understanding gamer behavior plays for brands aiming to connect with this vibrant and engaged community."

In February, Tekken series director Katsuhiro Harada shared insights on in-game purchases as they introduced paid items in Tekken 8. Harada noted that, given the escalating costs of game development, profits from these transactions would be channeled back into Tekken 8's development budget.