Meta Embraces Free-to-Play Model as Quest Attracts New User Demographic

Meta’s ambitious plans for the metaverse are rapidly advancing, with a noticeable shift towards appealing to younger audiences and mainstream consumers on the Quest platform throughout 2024. Samantha Ryan, the VP of Metaverse Content, has noted that this trend might lead to a surge in free-to-play content.

In a recent post targeted at developers, Ryan discussed significant changes in user behavior over the past year. The platform has been evolving, largely due to an influx of users who are entirely new to the Quest ecosystem.

“Compared to the previous year, we saw an uptick in device sales in 2024, with users spending more time on Quest 3S devices at launch than on any other headset,” Ryan pointed out. “Moreover, consumer spending across Quest devices increased, with total payment volume rising by 12% last year. This increase was primarily driven by the growth in in-app purchases.”

Free-to-play games, which rely heavily on these purchases, have seen tremendous success. For example, Another Axiom’s standout VR game, Gorilla Tag, surpassed $100 million in gross revenue last summer, generated mainly from in-game cosmetic items.

“Our focus is on building a social-first platform,” Ryan continued. “Younger users tend to spend more time engaging with friends through multiplayer experiences and social apps, which is fueling the rise of free-to-play titles—a trend we’ve seen on other platforms before. Horizon Worlds is also witnessing growth among younger users.”

Andrew Bosworth, Meta’s CTO, emphasized the importance of a cross-compatible social platform. In a leaked memo, he mentioned that the mobile version of Horizon Worlds must succeed for the company’s long-term strategy to prosper.

“We foresee free-to-play becoming a widely viable strategy for developers, contrary to the current reliance on premium apps,” Ryan explained. “However, we don’t expect F2P to completely replace premium models. Both strategies will likely coexist.”

Ryan also acknowledged the enduring presence of VR enthusiasts who desire high-quality premium content. “This group remains a cornerstone of our expanding ecosystem,” she said. “Current Quest owners are playing a significant role in fueling device sales as they upgrade from earlier models, accounting for 27% of Quest 3 and 20% of Quest 3S users in the past year.”

While many new device users in 2024 were not existing enthusiasts but newcomers to Quest, Ryan noted that “the familiar traits of VR enthusiasts no longer define the entire Quest user base.”

Regarding traditional media and entertainment, Ryan disclosed that while 2D apps and browsers have historically seen low engagement on Quest devices, usage has been on the rise in recent years.

“Since the Quest 3 launch, there’s been a marked increase in the use of 2D apps. Our ongoing OS enhancements, like multitasking, theater mode, and immersive audio, are meant to accommodate this growing user segment,” Ryan said. In 2024, Quest experienced a 10% uptick in media app usage and a 21% increase in users utilizing the headset’s default browser per month.

The trend suggests Meta’s Quest is reaching an important juncture. The company is striving to meet the premium content demands of early adopters while also embracing a surge in social-driven, free-to-play content that is reshaping revenue potential. However, uncertainties remain about how much Meta will depend on in-app spending to support its developer community, potentially incentivizing designs that prioritize engagement over depth. The challenge lies in leveraging this growth without alienating any segment of its diverse user base.