82% of Gamers Engage in In-Game Purchases, Validating Freemium Model
A recent joint report by Comscore and Anzu provides valuable insights into the behaviors, preferences, and trends among US gamers. Titled "Comscore's 2024 State of Gaming Report," this study sheds light on how gamers are interacting with various gaming platforms and what drives their spending patterns.
Freemium Games Gain Traction Among US Gamers
The report highlights a significant trend: 82% of US gamers engaged in in-game purchases within freemium games last year. The term "freemium" combines "free" and "premium," describing games that are free to download and play but offer optional in-app purchases for additional features and benefits. These can include extra coins, health points, and exclusive items. Popular titles like Genshin Impact by miHoYo and League of Legends by Riot Games exemplify the success of the freemium model, particularly in the mobile gaming sector.
The freemium concept was pioneered by games like Nexon Korea's MMORPG Maplestory, which introduced the idea of purchasing virtual items such as pets and rare weapons using real money. This approach has been widely adopted by game developers and online platforms like Google, Apple, and Microsoft, leading to significant success and continued growth in popularity.
Research from Corvinus University underscores the appeal of freemium games, attributing it to factors like utility, self-indulgence, social interaction, and in-game competition. These elements encourage players to make purchases to enhance their gaming experience, unlock new content, or avoid ad interruptions.
Steve Bagdasarian, Comscore's Chief Commercial Officer, emphasized the importance of these findings, stating, "Our 2024 State of Gaming Report highlights the cultural significance of gaming and the vital role of gamer behavior for brands looking to tap into this dynamic and engaged audience."
In February, Katsuhiro Harada, the director behind the Tekken series, discussed the role of in-game purchases in the latest installment, Tekken 8. Harada noted that revenue from these transactions contributes directly to the game's development budget, especially as the costs of game development continue to rise.
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