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," examines gaming behavior across various platforms and genres.
US Gamers Embrace In-App Purchases
Freemium Gaming's Rise in Popularity
The report highlights the remarkable success of the freemium model, with a staggering 82% of US gamers making in-game purchases in these titles last year. Freemium games, offering free access with optional paid extras (like coins, power-ups, or exclusive items), have become a dominant force, exemplified by hits like Genshin Impact and League of Legends.
The freemium model's origins can be traced back to games like Nexon's Maplestory, an early adopter of in-game purchases for virtual items. This innovative approach has since been widely adopted across the mobile and broader gaming industry.
The continued success of freemium games has benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University points to the model's appeal stemming from factors such as utility, self-reward, social interaction, and competitive gameplay. These elements encourage players to invest in enhancing their experience or avoiding interruptions.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's findings, noting the significant cultural impact of gaming and the importance of understanding gamer behavior for brands.
The topic of in-game purchases also recently received attention from Tekken's Katsuhiro Harada, who explained that revenue from Tekken 8's paid items contributes directly to the game's development costs, a factor increasingly relevant in the face of rising development expenses.
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