Meta is pushing its metaverse dreams forward with velocity, especially as younger users and everyday consumers redefine the Quest platform throughout 2024. Samantha Ryan, the VP of Metaverse Content, shares how this shift might encourage a surge in free-to-play content.
In a developer update, Ryan shed light on the changing patterns of Quest users over the past year, spurred by a wave of fresh faces exploring VR for the first time.
“We saw a boost in device sales for 2024, and new users are logging more hours on their Quest 3S headsets than on any previous ones at launch,” Ryan explains. “Spending is up too, with total payment volume on the platform increasing by 12% this year, largely due to a surge in in-app purchases.”
Free-to-play games, naturally reliant on these in-app transactions, have flourished. A prime example is Another Axiom’s VR triumph, Gorilla Tag (2022), which amassed over $100 million in revenue last summer, primarily through virtual accessories.
“Our platform is being built around social interactions,” Ryan continues. “Younger audiences are gravitating towards multiplayer games and social apps, spurring the popularity of free-to-play games—a trend well established on other platforms. We’re also noticing more young users diving into Horizon Worlds.”
Meta’s CTO, Andrew Bosworth, also emphasized the importance of a cohesive social experience. In a leaked memo, he stressed that the mobile version of Horizon Worlds must succeed for Meta’s long-term aspirations.
“We believe free-to-play will become a sustainable option for developers, who traditionally have leaned on premium apps. Still, we don’t predict it will entirely overtake premium models—we see room for both to thrive,” Ryan states.
However, Quest’s loyal VR enthusiast base, keen on top-notch content, remains central to the ecosystem’s expansion. Long-time Quest users upgrading to newer devices fueled significant sales, making up 27% of Quest 3 and 20% of Quest 3S users this year.
Yet, Ryan notes, the influx of new users in 2024 largely comprised those unfamiliar with Quest. “The typical VR enthusiast traits don’t fully capture our current audience anymore,” Ryan observes.
On the media front, Ryan mentions that traditional formats like 2D apps and browsers historically didn’t attract much attention on Quest devices. Although they’ve been gaining traction lately.
“With enhancements like multitasking, theater mode, and immersive audio, use of 2D apps has risen since the launch of Quest 3,” Ryan notes. She points out a 10% increase in average time spent monthly on media apps and a 21% uptick in the use of the inbuilt Internet browser in 2024.
As Meta navigates the evolving landscape, aiming to meet both the demands of early adopters and the rising impact of social-driven free-to-play models, it faces a delicate balancing act. The company’s challenge lies in fostering growth without sidelining either side of its audience.
