Free-to-Play Games Hit Pay Dirt: 82% of Gamers Embrace In-Game Purchases

A new Comscore and Anzu report reveals compelling insights into US gamers' habits, preferences, and spending. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming trends across various platforms and genres.

Freemium Games Dominate Spending

The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-app purchases in freemium games last year. This business model, combining free-to-play access with optional paid features, 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, a pioneer in virtual item sales. This approach has since become a standard for developers and online retailers, driving significant revenue for companies like Google, Apple, and Microsoft.

Research from Corvinus University attributes the freemium model's success to a blend of factors including utility, self-reward, social interaction, and competitive gameplay. These elements incentivize players to purchase in-game items to enhance their experience or avoid interruptions.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, noting the cultural impact of gaming and the importance of understanding gamer behavior for brands aiming to engage this audience. The rising cost of game development further underscores the financial viability of in-game purchases, as highlighted by Tekken 8 producer Katsuhiro Harada. He explained that revenue from such transactions directly supports the game's ongoing development.