A new joint report from Comscore and Anzu reveals fascinating insights into US gamers' habits, preferences, and spending trends. The study, titled "Comscore's 2024 State of Gaming Report," explores gaming behavior across various platforms and genres.
US Gamers Embrace In-App Purchases
The Rise of Freemium Gaming
The report highlights the remarkable success of the freemium model. A staggering 82% of US gamers made in-game purchases in freemium titles last year. This business model, blending free access with optional paid extras (like virtual currency, items, or power-ups), has proven immensely popular. Games like Genshin Impact and League of Legends exemplify this trend.
Freemium's success, especially in mobile gaming, is undeniable. Maplestory, released in North America in 2005, is often cited as a pioneer of this model, showcasing the viability of selling virtual goods.
The continued popularity of freemium games has benefited developers and major platforms like Google, Apple, and Microsoft. Research from Corvinus University attributes the appeal to factors like utility, self-expression, social interaction, and competition. These aspects incentivize players to spend, enhancing gameplay or avoiding interruptions.
Comscore's Chief Commercial Officer, Steve Bagdasarian, noted the report's significance, emphasizing gaming's cultural impact and the importance of understanding gamer behavior for brands.
The debate surrounding in-game purchases continues. Tekken 8 producer Katsuhiro Harada recently defended the practice, arguing that revenue from in-game transactions contributes significantly to the high cost of modern game development.
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