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

Meta is rapidly expanding its vision for the metaverse, with a noticeable shift in the Quest platform as younger users and mainstream consumers take the helm in 2024. This evolution might lead to a rise in free-to-play content, according to Samantha Ryan, Vice President of Metaverse Content.

In a blog post directed at developers, Ryan pointed out the significant changes in user behavior from the previous year, particularly thanks to an influx of newcomers to the Quest ecosystem.

“Compared to the year before, device sales saw an uptick in 2024,” Ryan shared. “More folks have been using Quest 3S devices for longer periods than any other headset at launch. Plus, spending across Quest devices surged, with a 12% increase in total payment volume in 2024, largely due to a boom in in-app purchases.”

These purchases are the backbone of free-to-play games, and titles like Another Axiom’s Gorilla Tag have reaped the rewards, surpassing $100 million in total revenue last summer, mainly from in-game cosmetic sales.

Ryan elaborates, “We’re developing a platform centered around social experiences, and it’s the younger crowd that’s hanging out more with friends in multiplayer games and social apps. This is fueling the rise of free-to-play titles, a trend we’ve seen on other platforms. We’re also watching young users flock to Horizon Worlds.”

Meta’s CTO, Andrew Bosworth, emphasized the importance of a cross-compatible social platform. In a memo that got leaked, he highlighted that the mobile version of Horizon Worlds is essential for their long-term vision.

“We believe the free-to-play (F2P) model will expand as a viable strategy for developers who have traditionally focused on premium apps. However, we foresee both free-to-play and premium models existing side by side,” said Ryan.

Despite this shift, the foundation of VR enthusiasts who crave premium content continues to play a crucial role in the ecosystem’s growth, with existing Quest owners pushing a wave of sales as they upgrade from earlier versions. These upgraders account for 27% of Quest 3 and 20% of Quest 3S users this year.

But, as Ryan notes, the predominant group purchasing new devices in 2024 are not just enthusiasts upgrading; many are completely new to Quest. “The familiar traits of VR enthusiasts no longer fully define our Quest user base,” Ryan remarks.

On the front of traditional media and entertainment, Ryan acknowledges that 2D apps and browsers haven’t historically seen massive engagement on Quest devices, though that’s been gradually improving over the years.

“Usage of 2D apps has risen since the launch of Quest 3. With ongoing updates to our operating system, such as multitasking, theater mode, and immersive audio, we strive to cater to this growing group of users.” In 2024, there was a 10% boost in the overall time users spent per month on media apps, and a 21% increase in those using the headset’s default internet browser.

This latest trend suggests that Quest is at a turning point, as Meta attempts to meet the expectations of early adopters wanting premium content while simultaneously embracing the revenue potential from free-to-play, social-driven experiences. It remains unclear how heavily Meta will lean on in-app purchases to sustain its thriving developer community. The real challenge for Meta will be to manage this growth without sidelining any part of its diverse audience.