A new Comscore and Anzu report reveals key insights into US gamers' behavior, preferences, and spending trends.

US Gamers Embrace In-App Purchases

Freemium Gaming's Rise in Popularity

The "Comscore's 2024 State of Gaming Report" examines US gamers' habits across various platforms and genres. A striking finding: 82% of US gamers made in-game purchases in freemium titles last year. Freemium games, offering free gameplay with optional in-app purchases for extras (coins, power-ups, exclusive items), have become incredibly popular, exemplified by hits like Genshin Impact and League of Legends.

The freemium model's success, particularly in mobile gaming, is undeniable. Maplestory, released in North America in 2005, is considered a pioneer of this model, introducing the concept of real-money purchases for virtual items.

The continued growth of freemium gaming has benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University points to factors like utility, self-indulgence, social interaction, and competition as driving in-game spending. These elements motivate players to enhance their experience, access new content, or avoid ads.

Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasizes the report's highlighting of gaming's cultural impact and the importance of understanding gamer behavior for brands.

The rising cost of game development has also been cited as a factor influencing the adoption of in-game purchases. Tekken 8's producer, Katsuhiro Harada, recently stated that revenue from in-game transactions will directly support the game's development budget.