The worldwide market for gaming software has been expanding at a steady compound annual growth rate of roughly three percent over the last four years, and analysts expect this momentum to continue for at least another four‑year horizon. Yet, despite this healthy financial trajectory, player behavior reveals a strong bias toward the familiar: about two‑thirds of gamers say they gravitate toward existing franchises or sequels, while only one in five actively looks for brand‑new titles.
These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 players across a broad range of regions and demographics. The survey uncovered a pervasive sense of disappointment with what respondents dubbed the "unfocused middle" of the market—games that are overly generic, play it safe, and lack the depth needed to stand out in a crowded catalog.
To illustrate the contrast, Bain & Co highlighted two recent releases: *Baldur’s Gate 3* and *Concord*. The former succeeded by honing in on a narrowly defined audience that craved deep role‑playing experiences, while the latter entered a saturated hero‑shooter space and struggled to convince players already invested in free‑to‑play ecosystems to shell out a $40 price tag. When the firm examined public performance data for 100 titles launched since 2023, the numbers reinforced the narrative. Focused games—those designed for a specific player segment—achieved commercial success in 83 % of cases, whereas only half of the unfocused, broadly targeted titles managed to turn a profit.
Player preferences across genres are also highly fragmented. When asked to choose their ideal experience—story‑driven narratives, open‑world sandbox environments with user‑generated content, or multiplayer competition—no single category captured more than 26 % of the vote.
About 20 % of respondents said their choice depends on mood or that they treat the categories as roughly equal, and 17 % indicated they prefer other types of games or none of the listed options. The report identified two major forces reshaping the industry today: escalating player expectations and the rapid adoption of generative AI.
Younger gamers, in particular, are concentrating their playtime on a narrower set of platforms, with Roblox singled out as the emerging "centre of gravity" for the broader gaming ecosystem over the past five years. On the AI front, developers are leveraging generative technologies to accelerate production pipelines. However, Bain & Co cautions that without a well‑defined target audience, AI merely amplifies the speed of a misguided bet: "it lets you scale the wrong bet faster." The firm predicts that the studios that will thrive in the coming years won’t necessarily be those with the deepest pockets or the most sophisticated AI tools, but rather those that can articulate their ideal player in a single, concise sentence and commit to that vision earlier than their rivals.
Player sentiment toward AI in game development has warmed noticeably over the last twelve months. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than they did a year ago, another 44 % remain unchanged, and fewer than one in seven report increased discomfort.
Acceptance is especially high among teenagers: 59 % of respondents aged 13‑17 say they are more at ease with AI this year, while 33 % see no shift in their attitude. "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 & Co spokesperson explained. The firm also highlighted how AI can deepen developers’ understanding of their audiences.
A growing suite of analytical tools can map engagement patterns, surface the features that resonate most with a target segment, and create tighter feedback loops between creators and players. These capabilities enable highly personalized experiences—customized communications, targeted advertisements, and bespoke in‑game content tailored to individual preferences.
Bain & Co found that such personalization drives higher spending, especially among younger players. Eighty‑six percent of teenagers reported making monthly purchases related to gaming, compared with just over half of players in their 50s, 36 % of those in their 60s, and 27 % of those in their 70s. These purchases encompass new game titles, downloadable content, subscription services, and streamer tips, but exclude hardware like consoles or VR headsets. The study also revealed purchasing habits: nearly half of gamers buy directly from developers’ own web stores at least once a year, and 27 % do so repeatedly.
This direct‑to‑consumer trend is most pronounced among the youngest cohort, with 40 % of 13‑17‑year‑olds reporting multiple direct purchases in the past twelve months. "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 & Co’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 personalization alike."