According to a recent report, 82% of gamers in the United States engaged in in-game purchases within freemium titles in 2023

A recent survey revealed that 82% of gamers in the United States bought virtual items in free-to-play games over the past year.

The findings come from Comscore's 2024 State of Gaming Report, created with in-game advertising firm Anzu.

The data showed that 62% of adults aged 18 and above participated in gaming activities, with millennials representing 49% of this group and Gen Z accounting for 13%.

Among those surveyed, 77% utilize multiple gaming platforms, with over one-third frequently using a mix of console, PC, and mobile devices.

American gamers dedicated 45 billion hours to gaming platforms and applications in the past year, with esports witnessing growing popularity.

For Gen Z, 86% reported watching esports, while the figure stood at 80% for millennials. Additionally, 53% of Gen Z and 61% of millennials engaged with esports-related content.

"The 2024 State of Gaming Report emphasizes the cultural impact of gaming and the crucial role of gamer behavior for brands aiming to connect with this dynamic and engaged audience," stated Steve Bagdasarian, Comscore's chief commercial officer.