A new Comscore and Anzu report reveals compelling insights into US gamer behavior and spending habits. The study, titled "Comscore's 2024 State of Gaming Report," examines preferences 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-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, a pioneer in virtual item sales. This early adoption paved the way for the widespread acceptance of in-game purchases by developers and retailers alike.
The report underscores the significant revenue generated by freemium games for companies like Google, Apple, and Microsoft. Research from Corvinus University attributes the freemium model's appeal to a blend of factors: utility, self-indulgence, social interaction, and competitive gameplay. These elements incentivize players to purchase enhancements, unlock content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, highlighting gaming's cultural impact and the value of understanding gamer behavior for brands aiming to engage this audience. The rising costs of game development were also noted, with Tekken 8 producer Katsuhiro Harada explaining that in-game purchases contribute directly to the game's development budget.
