A new joint report from Comscore and Anzu reveals fascinating insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines gameplay across various platforms and genres.
The Rise of Freemium Gaming and In-App Purchases
A striking finding: a significant 82% of US gamers made in-game purchases in freemium titles last year. The freemium model—combining free access with optional paid extras—has proven remarkably successful, particularly in mobile gaming. Games like Genshin Impact and League of Legends exemplify this model's popularity. Nexon's Maplestory, launched in North America in 2005, is often cited as a pioneer of the freemium concept, introducing the idea of purchasing virtual items with real money.
The continued success of freemium games benefits developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the model's appeal stems from a blend of factors: utility, self-reward, social interaction, and competitive gameplay. These elements encourage players to spend to enhance their experience, unlock content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, highlighting gaming's cultural impact and the importance of understanding gamer behavior for brands. This aligns with comments made by Tekken's Katsuhiro Harada earlier this year regarding in-game purchases in Tekken 8. Harada explained that revenue from these transactions directly supports the game's development costs, especially given the increasing expenses associated with modern game creation.
