A new joint report from Comscore and Anzu reveals compelling insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," examines gaming behavior across various platforms and genres.
High In-Game Purchase Rates in Freemium Games
The report's key finding highlights the remarkable success of the freemium model. A significant 82% of US gamers made in-game purchases in freemium titles last year. This business model, blending free access with optional paid features, has proven incredibly popular. Games like Genshin Impact and League of Legends exemplify this successful approach.
The freemium model's widespread adoption, particularly in mobile gaming, traces back to early pioneers like Nexon's Maplestory. Its introduction of real-money purchases for virtual items paved the way for the current industry standard.
The enduring popularity of freemium games is attributed to several factors, according to research from Corvinus University. These include the inherent utility, opportunities for self-expression, social interaction, and competitive elements within the games themselves. These features incentivize players to spend to enhance their gameplay, unlock content, or avoid ads.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance, stating that it underscores gaming's cultural impact and the importance of understanding gamer behavior for brands seeking to engage this audience.
The report's findings are further supported by comments from Katsuhiro Harada of Tekken, who explained the role of in-game transactions in funding the development of Tekken 8, citing the rising costs of game production.
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