The ‘why’ and ‘what’ behind in-game spending

20,000 foot view:

As the games industry matures and global games revenue growth slows down, in-game spending will remain one of the industry’s key growth drivers. Historically, in-game spending was mostly associated with advantage-gaining items. In 2024 however, cosmetic in-game items account for the majority of in-game spending and will be increasing their share for the remainder of the decade. Cosmetic in-game items tap into the growing need of consumers to define their image, express themselves, and feel a sense of belonging in the digital environment. For games companies to harness the in-game spending opportunity to its full extent it is vital that developers, marketers, and partnership strategists understand the ‘whys’ and the ‘whats’ behind purchasing in-game items. This report examines key reasons for buying in-game items, the popularity of item types and brand categories, and offers initial recommendations regarding harnessing the in-game item opportunity.

Key data and insights in this report:

• Revenues from game spending and forecast of revenues
• Reasons for buying in-game items
• Type of items in-game buyers spend most money on, including branded as well as standard items
• Popularity of different categories of in-game items purchases
• Cultural nuances that play into brand category preferences

Survey data is from MIDiA Research consumer survey Q1 2024, fielded in US, UK, Australia, Canada, Germany, France, Poland, Turkey, and South Africa.

Table of contents:

Number of words: 2668

Number of pages: 14

Number of infographics: 3

Figure 1: Why do users spend?

Figure 2: What are users spending on?

Figure 3: In-game brand opportunities

Brands and companies mentioned: Ariana Grande, BMW, Dragon Ball Z, Doritos, Family Guy, Fortnite, Gucci, LeBron James, Mercedes, Monster, Nike, Pepsi, Real Madrid, Sonic the Hedgehog, Top Gun, Travis Scott, and Ultimate Team