A new Comscore and Anzu report reveals key insights into US gamers' habits, preferences, and spending trends. The study sheds light on the evolving gaming landscape and the significant role of in-game purchases.
US Gamers Embrace In-App Spending
Freemium Games Dominate the Market
The "Comscore's 2024 State of Gaming Report" from Comscore and Anzu examines US gamer behavior 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 access with optional paid features (like extra lives or items), have become incredibly popular, exemplified by titles such as Genshin Impact and League of Legends.
The freemium model's success, especially in mobile gaming, is undeniable. Maplestory, released in 2005, is often cited as a pioneer of this model, demonstrating the viability of selling virtual goods.
The continued growth 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 like utility, self-expression, social interaction, and competition—motivating players to spend to enhance their experience.
Comscore's Chief Commercial Officer, Steve Bagdasarian, emphasized the report's significance in understanding the gaming community and its value to brands. The rising costs of game development have also led developers, like Tekken 8's Katsuhiro Harada, to highlight the importance of in-game transactions for funding future projects.
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