Global revenue from video‑game software has been expanding at a steady compound annual growth rate of roughly three percent over the last four years, and analysts expect that momentum to continue for another four‑year stretch. Despite this healthy financial backdrop, player behavior tells a different story: roughly two‑thirds of gamers gravitate toward familiar franchises or sequels, while only one in five actively seeks out brand‑new titles. These insights come from Bain & Company’s annual Gaming Report, which gathered responses from more than 5,300 players across a broad range of regions.
The survey revealed a pronounced dissatisfaction with what respondents dubbed the "unfocused middle" – games that are overly generic, safe, and lacking depth, making them difficult to distinguish in a crowded market. To illustrate the impact of focus, Bain compared the reception of two recent releases. Baldur’s Gate 3 succeeded by appealing to a highly specific audience, delivering a deep, narrative‑driven experience that resonated with fans of classic role‑playing games. In contrast, the shooter Concord entered an already saturated hero‑shooter arena and struggled to persuade players, many of whom were already invested in free‑to‑play ecosystems, to spend the $40 price tag.
Analyzing public data for 100 titles launched since 2023, Bain found that 83 % of games that were sharply targeted at a particular player segment achieved commercial success, versus just 50 % of titles that lacked a clear focus. This stark gap underscores the commercial advantage of building for a well‑defined audience. Player preferences for game genres are similarly fragmented. When asked to choose between story‑driven adventures, open‑world sandbox or user‑generated content experiences, and multiplayer‑focused titles, no single category captured more than 26 % of votes.
About 20 % of respondents said their choice depends on mood or that the categories are roughly equal, while 17 % indicated they prefer other or no specific type of game. The report also highlighted two major forces reshaping the industry: escalating player expectations and the rapid adoption of generative AI. Younger gamers, in particular, are concentrating their playtime on a narrower set of platforms such as Roblox, which Bain describes as becoming "the centre of gravity for the entire gaming ecosystem" over the past five years. On the AI front, developers are leveraging generative tools to accelerate production pipelines.
However, Bain cautions that without a clear target player, AI can merely amplify a misguided bet: "It lets you scale the wrong bet faster." The firm predicts that the studios that will thrive in the coming years will not necessarily be those with the deepest pockets or the most sophisticated AI stacks, but rather those that can articulate their ideal player in a single sentence and commit to serving that audience ahead of competitors. Player sentiment toward AI in game development has softened over the last twelve months. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than a year ago, another 44 % remain unchanged, and fewer than one in seven express increased discomfort.
Acceptance is especially high among the 13‑to‑17 age group, where 59 % report greater comfort with AI and 33 % say their view is unchanged. "For studios worried that AI adoption carries reputational risk with their player base, this data suggests the window to move is open, particularly with the audiences who will define the market over the next decade," a Bain spokesperson noted. The firm also points out that AI can deepen developers’ understanding of their audience. Emerging analytics tools can sift through engagement data, surface the elements that resonate most with a target segment, and create tighter feedback loops between creators and players.
Personalisation is another lever that drives spending, especially among teenagers. Tailored communications, ads, and in‑game content designed for individual players have been shown to boost monetary activity. In Bain’s findings, 86 % of teenagers report spending money on gaming‑related activities each month, compared with just over half of players in their 50s, 36 % of those in their 60s, and 27 % of those in their 70s. These activities encompass purchases of new titles, downloadable content, subscriptions, and streamer tips, but exclude hardware such as consoles or VR headsets.
Direct purchases from developers’ own web stores are also on the rise. Nearly half of gamers buy directly from a developer at least once a year, and 27 % do so repeatedly.
The trend is most pronounced among younger players: 40 % of those aged 13‑17 reported multiple direct purchases in the past year. "The question for gaming executives is no longer solely about reaching more players.
It's reaching the right players, in the right way, and getting more ownership over that relationship," said Anders Christofferson, global lead of Bain’s Video Game sector and partner in its Media & Entertainment practice. "The studios pulling ahead are the ones that have made a deliberate choice about who they are building for and are aligning every resource behind that answer; AI, distribution, and personalisation alike."