Freemium Games Boom: 82% of Players Buy In-Game

A new joint report from media analytics firm Comscore and in-game advertising specialist Anzu offers insights into U.S. gamers' habits, preferences, and key trends shaping the gaming industry.

Most U.S. Gamers Willing to Spend on In-Game Purchases

Freemium Games Grow in Popularity

Image (c) Research Gate

Titled "Comscore's 2024 State of Gaming Report," the newly released study examines gaming habits, preferences, and spending behaviors among U.S. players. It also explores popular game genres across different platforms.

The report reveals that 82% of U.S. gamers made in-game purchases in freemium games last year. Freemium, a blend of "free" and "premium," refers to games that are free to download and play but offer optional in-app purchases for added features like coins, health points, or exclusive items. Well-known examples include miHoYo's global phenomenon Genshin Impact and Riot Games' League of Legends.

The freemium model has gained widespread adoption and success, especially in mobile gaming. Nexon Korea’s MMORPG MapleStory, launched in North America in 2005, was one of the first games to popularize this concept. In MapleStory, players could buy virtual items such as pets and rare weapons with real money—a model now widely adopted by developers and online stores.

Game developers and online platforms like Google, Apple, and Microsoft have seen significant success as freemium games continue to expand. Research from Corvinus University, a private research institution, notes that the appeal of freemium games stems from factors like utility, enjoyment, social interaction, and competition. These elements encourage players to spend on in-game purchases to enhance their experience, unlock new content, or skip ads.

Steve Bagdasarian, Comscore's Chief Commercial Officer, responded to the findings: "Our 2024 State of Gaming Report underscores gaming's cultural impact and the importance of understanding gamer behavior for brands looking to reach this active and involved audience."

In February, Tekken director Katsuhiro Harada commented on in-game purchases as Tekken 8 introduced paid items. Harada noted that, especially with rising development costs, revenue from these transactions supports Tekken 8's ongoing development.