A new joint report from Comscore and Anzu reveals key insights into US gamer behavior, preferences, and spending trends within the gaming industry.

US Gamers Embrace In-App Purchases

The Rise of Freemium Gaming

Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, examines US gaming habits, preferences, and spending. The report analyzes popular genres across various platforms.

A striking finding: 82% of US gamers made in-game purchases in freemium games last year. Freemium games, a blend of "free" and "premium," are free to download and play, offering optional in-app purchases for enhanced features (extra coins, health, exclusive items). Examples include 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, introducing the concept of real-money purchases for virtual items.

The freemium model's continued popularity benefits developers and online retailers like Google, Apple, and Microsoft. Research from Corvinus University attributes this appeal to factors like utility, self-indulgence, social interaction, and competition, motivating purchases to enhance gameplay or avoid ads.

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

Tekken 8's Katsuhiro Harada previously commented on in-game purchases, explaining that revenue from such transactions contributes significantly to game development costs, particularly in light of rising development budgets.