Study Reveals 82% of US Gamers Made In-Game Purchases in Freemium Games in 2023

According to a recent study, a significant 82% of gamers in the United States made purchases within freemium games in the past year. The findings are part of the 2024 State of Gaming Report released by Comscore in collaboration with in-game advertising platform Anzu. The report also indicates that 62% of adults aged 18 and above engaged in gaming, with nearly half of this demographic being millennials, followed by 13% from Gen Z. The survey revealed that 77% of respondents use multiple gaming platforms, with a substantial proportion regularly using a combination of consoles, PCs, and mobile devices. In the United States, gamers spent a total of 45 billion hours on gaming websites and apps last year, with esports gaining popularity as a major gaming activity. A notable 86% of Gen Z and 80% of millennials surveyed reported watching esports, while 53% of Gen Z and 61% of millennials engaged with esports content. The 2024 State of Gaming Report underscores the cultural importance of gaming and the significance of understanding gamer behavior for brands seeking to connect with this vibrant and engaged audience, according to Steve Bagdasarian, Comscore's chief commercial officer.