A new Comscore and Anzu report reveals compelling insights into US gamers' spending habits and preferences. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming behaviors across various platforms and genres.
Freemium Games Dominate Spending
The report highlights the remarkable success of the freemium model. A striking 82% of US gamers made in-game purchases in freemium games last year. This business model, combining free-to-play access with optional in-app purchases, has proven highly effective. Popular titles like Genshin Impact and League of Legends exemplify this trend.
The freemium model's origins can be traced back to games like Nexon's Maplestory, an early adopter of in-game purchases for virtual items. This innovative approach has since become a cornerstone of the gaming industry.
The enduring popularity of freemium games is attributed to various factors, including utility, self-expression, social interaction, and competitive gameplay, according to research from Corvinus University. These elements incentivize players to spend money to enhance their experience and access new content.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes the report's significance in understanding gamer behavior and its implications for brands seeking to engage this influential audience. The rising costs of game development are also highlighted, with Tekken 8's producer, Katsuhiro Harada, noting that in-game purchases contribute significantly to the game's development budget. This underscores the crucial role of in-app purchases in the financial sustainability of modern game development.
