Freemium Gaming: 82% of Players Convert to In-Game Purchases

Freemium Games Prove Successful As 82% of Gamers Made In-Game Purchases A new joint report from Comscore and Anzu reveals compelling insights into US gamer behavior, preferences, and current gaming trends.

US Gamers Embrace In-App Purchases

The Rise of Freemium Gaming

Freemium Games Prove Successful As 82% of Gamers Made In-Game Purchases Comscore's 2024 State of Gaming Report, a collaboration with in-game advertiser Anzu, examines US gamers' habits, preferences, and spending. The report also analyzes popular genres across various platforms.

The report highlights a significant finding: 82% of US gamers made in-game purchases in freemium games last year. Freemium games, a blend of "free" and "premium," offer core gameplay for free, with optional in-app purchases for extra features (coins, health, exclusive items). Popular examples include Genshin Impact and League of Legends.

The freemium model has achieved remarkable success, especially in mobile gaming. Maplestory, released in North America in 2005, is considered a pioneer of this model, introducing the concept of real-money purchases for virtual items.

Freemium Games Prove Successful As 82% of Gamers Made In-Game Purchases The continued popularity of freemium games has fueled the success of developers and online retailers like Google, Apple, and Microsoft. Research from Corvinus University suggests that the freemium model's appeal stems from utility, self-indulgence, social interaction, and in-game competition, motivating players to purchase enhancements and avoid ads.

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

In February, Tekken's Katsuhiro Harada addressed in-game purchases in Tekken 8, explaining that revenue from these transactions contributes to the game's development budget, especially given rising development costs.