Global revenue from video‑game software has been expanding at a steady compound annual growth rate of roughly 3 % over the last four years, and analysts expect that momentum to persist for the next four‑year horizon. Yet player behavior tells a different story: about two‑thirds of gamers say they gravitate toward familiar franchises or sequels, while merely one in five actively seeks out brand‑new titles.
These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 gamers across a broad range of regions and demographics. The survey revealed a pronounced dissatisfaction with what respondents termed the "unfocused middle" of the market – games that feel overly generic, safe, or shallow and therefore fail to capture attention.
To illustrate the impact of focus, Bain & Co contrasted the market reception of two recent releases. "Baldur’s Gate 3" succeeded by honing in on a very specific audience that appreciated deep role‑playing mechanics and narrative depth. In contrast, "Concord" entered an already saturated hero‑shooter arena and struggled to persuade players who were accustomed to free‑to‑play models to spend a $40 premium price tag. When the firm examined public data on 100 titles launched since 2023, the numbers were striking: 83 % of games that were deliberately aimed at a narrow player segment achieved commercial success, whereas only half (50 %) of titles with a broader, less defined appeal managed to turn a profit.
Player preferences for game genres are similarly fragmented. When asked to choose between story‑driven experiences, open‑world sandbox or user‑generated content, and multiplayer‑focused games, 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 for them, while 17 % indicated they favor other types of gameplay not listed.
The report also identified two powerful forces reshaping the industry: rising player expectations and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their playtime on a narrower set of platforms – with Roblox highlighted as the "centre of gravity for the entire gaming ecosystem" over the past five years.
On the AI front, developers are increasingly leveraging generative tools to accelerate production pipelines. However, Bain & Co cautions that without a clear target audience, AI can simply 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 those that can articulate their ideal player in a single sentence and commit to that vision 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’s role in the industry than they did a year ago, another 44 % say their comfort level is unchanged, and fewer than one in seven report increased discomfort.
Acceptance is especially high among the youngest cohort: 59 % of players aged 13‑17 say they are more comfortable with AI this year, while 33 % say their view remains the same. "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 notes that AI can serve as a powerful analytics engine, helping developers decode engagement patterns, surface what resonates with a target demographic, and create tighter feedback loops between creators and communities.
Personalisation is another emerging lever. Tailored communications, bespoke advertisements, and custom in‑game content can drive higher spend, especially among teenagers. In fact, 86 % of teen gamers reported making at least one gaming‑related purchase 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 purchases encompass new titles, downloadable content, subscription services, and streamer tips, but exclude hardware such as consoles or VR headsets.
Direct-to‑consumer sales are also on the rise. Nearly half of all gamers said they buy directly from a developer’s web store at least once a year, and 27 % do so repeatedly. The trend is strongest among the youngest 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 & 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 personalisation alike."