Meta Explores Free-to-Play Model Amid Surge of New Quest Users

Meta’s vision for its metaverse is charging ahead at a great pace, as younger and more mainstream audiences start to reshape the Quest platform throughout 2024. According to Samantha Ryan, the VP of Metaverse Content, this trend might just pave the way for a surge in free-to-play experiences.

In a recent blog post aimed at developers, Ryan pointed out the notable changes in how people are using the Quest, spurred by a growing number of users who are entirely new to the platform.

“Device sales saw an impressive boost in 2024 compared to previous years,” Ryan noted. “More time was spent on Quest 3S devices than on any other headset at its launch, and spending across Quest devices increased too. In fact, the total payment volume on the platform rose by 12% this year, spurred by a significant upswing in in-app purchases.”

Games that are free to play rely heavily on these in-app purchases. A prime example is the massive success of Another Axiom’s VR sensation, Gorilla Tag, which cleared $100 million in gross revenue last summer, mostly through sales of in-game cosmetics.

“We’re focusing on creating a social-first platform,” Ryan continued. “This trend is clear as younger users engage more in multiplayer and social apps with friends. They’re behind the growing popularity of free-to-play titles—a pattern other platforms have seen over time. Additionally, we’re witnessing increased participation from younger users in Horizon Worlds.”

Echoing this focus, Meta’s CTO, Andrew Bosworth, emphasized the importance of their cross-compatible social platform. In a memo that recently hit the internet, he underscored that the mobile version of Horizon Worlds is crucial for the company’s future plans to succeed.

“We anticipate that free-to-play (F2P) will soon become a well-rounded strategy for developers,” Ryan explained. “While developers have mostly depended on premium apps, we believe that both F2P and premium models will coexist moving forward.”

That said, the devoted group of VR fans, who demand high-quality premium content, “continues to be a cornerstone of our expanding ecosystem.” Existing Quest owners have driven a significant portion of the year’s device sales, with 27% upgrading to Quest 3 and 20% to Quest 3S.

However, Ryan pointed out that most of the new devices sold in 2024 weren’t bought by enthusiasts upgrading, but by those who were new to Quest altogether. “The typical attributes of VR enthusiasts no longer define our complete user base,” Ryan noted.

Looking at traditional media and entertainment consumption, Ryan shared that 2D apps and browsers haven’t always had high engagement on Quest devices, although this has been on the rise over the past few years.

“We’ve seen an uptick in the use of 2D apps since the release of Quest 3,” Ryan shared. “Improvements to our operating system, like multitasking, theater mode, and immersive audio, are crafted to support this diverse and expanding user community.” In 2024, there was a 10% increase in the time users spent monthly on media apps, and a 21% bump in the use of the headset’s default Internet browser.

As Meta’s journey continues, Quest seems to be reaching a crucial juncture. The company is straddling the line between meeting early adopters’ desire for premium content and embracing the lucrative opportunity presented by free-to-play, socially-driven games. The real test for Meta will be navigating this growth wisely, ensuring they don’t alienate either group. The big question remains: how much will Meta depend on in-app purchases to sustain its development network? For now, the aim is to harness this evolution without sidelining any part of its expanding audience.