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 gamer behavior across various platforms and genres.
In-Game Purchases: A Prevailing Trend
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, blending free access with optional paid features, has proven highly effective. Games like Genshin Impact and League of Legends exemplify the freemium model's widespread appeal.
The freemium model's roots 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 continued success of freemium games has significantly benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the freemium model's success stems from its ability to cater to various player motivations, including utility, self-expression, social interaction, and competition. These factors encourage players to invest in the game to enhance their experience and unlock additional content.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's findings, stating that it underscores gaming's cultural impact and the importance of understanding gamer behavior for brands seeking to engage this audience.
The discussion around in-game purchases extends to established franchises. Katsuhiro Harada of Tekken, commenting on Tekken 8's monetization strategy, noted that revenue from in-game transactions contributes significantly to the game's development budget, particularly given the rising costs of game production.
