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

The Rise of Freemium Gaming

A striking finding: a remarkable 82% of US gamers made in-game purchases in freemium games last year. Freemium games, a blend of "free" and "premium," offer core gameplay for free, with optional in-app purchases for extras like coins, power-ups, and exclusive items. Popular titles like Genshin Impact and League of Legends exemplify this model's success.

The freemium model's widespread adoption, particularly in mobile gaming, is undeniable. MapleStory, released in North America in 2005, is often cited as a pioneer, introducing the concept of purchasing virtual items with real money—a practice now commonplace.

The freemium model's continued popularity has fueled significant success for game developers and platforms like Google, Apple, and Microsoft. Research from Corvinus University suggests that the appeal stems from a combination of factors: utility, self-indulgence, social interaction, and in-game competition. These elements motivate players to spend to enhance their experience, unlock content, or avoid ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, commented, "Our 2024 State of Gaming Report highlights gaming's cultural significance and the importance of understanding gamer behavior for brands aiming to connect with this engaged audience."

The report's findings resonate with recent statements from Katsuhiro Harada of Tekken, who, in February, discussed the role of in-game purchases in funding the development of Tekken 8. He emphasized that these transactions contribute significantly to the game's development budget, particularly given the increasing costs of game production.