A new joint report from Comscore and Anzu reveals fascinating insights into US gamers' habits, preferences, and spending trends. The study, "Comscore's 2024 State of Gaming Report," explores gaming behavior across various platforms and genres.
US Gamers Embrace In-App Purchases
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, combining free-to-play access with optional in-app purchases, has proven highly effective. Games like Genshin Impact and League of Legends exemplify this trend.
The freemium model's popularity, especially within mobile gaming, is undeniable. Maplestory, released in 2005, is considered a pioneer of this approach, demonstrating the early success of monetizing virtual items.
The continued success of freemium games benefits developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the appeal stems from a blend of factors including utility, self-expression, social interaction, and competition. These elements encourage players to spend to enhance their gameplay, access new content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes the report's significance, highlighting gaming's cultural impact and the value of understanding gamer behavior for brands.
The debate surrounding in-game purchases continues. Katsuhiro Harada of Tekken recently explained that, given rising development costs, revenue from in-game transactions in Tekken 8 directly supports the game's ongoing development.
