The worldwide market for 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 this trajectory to continue for the next four‑year period. Despite this overall growth, player behaviour remains heavily skewed toward the familiar: about two‑thirds of gamers say they gravitate toward sequels or titles that feel recognizable, while only 20 % actively look for brand‑new experiences. 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 pronounced dissatisfaction with what respondents dubbed the “unfocused middle” of the market – games that are overly generic, play it safe, and lack the depth needed to capture attention.
To illustrate the point, the report contrasted two recent releases: Baldur’s Gate 3 and Concord. Baldur’s Gate 3 succeeded by deliberately targeting a narrowly defined audience that craved deep narrative RPG elements, while Concord entered a saturated hero‑shooter segment and struggled to convince players already invested in free‑to‑play ecosystems to spend the full $40 price tag. When Bain & Co examined public data for a hundred titles launched since 2023, they discovered that 83 % of games that were sharply focused on a specific player archetype reached commercial success, versus just 50 % of titles that took a broader, less defined approach. Player preferences for genre and play style are also highly fragmented.
When asked to choose between story‑driven adventures, open‑world sandbox or user‑generated content experiences, and multiplayer‑centric games, no single category attracted more than 26 % of respondents. About one‑fifth of participants said their choice depends on mood or that they treat the categories as roughly equal, and another 17 % indicated they favour other or niche types of games. The report also highlights 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 – Roblox is singled out as having become the "centre of gravity for the entire gaming ecosystem" over the past five years.
At the same time, developers are turning to AI tools to accelerate production pipelines. However, Bain & Co warns that without a crystal‑clear target audience, AI merely amplifies the speed of a misguided bet: "it lets you scale the wrong bet faster." According to the consultancy, the studios that will thrive in the coming years will not necessarily be those with the deepest pockets or the most sophisticated AI stacks. Instead, success will belong to teams that can articulate their ideal player in a single sentence and commit to serving that audience earlier than their rivals. This sentiment is reflected in shifting player attitudes toward AI.
Over the past twelve months, 42 % of surveyed gamers said they feel more comfortable with AI being used in game development than they did a year ago, another 44 % feel unchanged, and fewer than one in seven expressed increased discomfort. The acceptance gap is most evident among teenagers.
Roughly 59 % of respondents aged 13‑17 reported a higher comfort level with AI this year, while 33 % said their opinion remained the same. Bain & Co interprets these findings as an opening for studios wary of reputational risk: the window to adopt AI responsibly is widening, especially with the younger cohorts that will shape the market for the next decade. AI also offers a powerful lens into player behaviour.
Emerging analytics tools can sift through engagement data, surface the features that resonate most with a target demographic, and close the feedback loop between developers and their communities. This capability enables highly personalised experiences – from custom‑tailored marketing messages to dynamic in‑game offers that adapt to an individual’s preferences.
The consultancy found that such personalization drives higher spend, particularly among teen players. Spending patterns reinforce this point. Eighty‑six percent of teenagers reported allocating money to 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, subscription services, and tips for streamers, but exclude hardware such as consoles or VR headsets. Direct purchases from developers’ own storefronts are also on the rise. Nearly half of all gamers said they buy directly from a studio’s website at least once a year, and 27 % do so repeatedly. The trend is strongest among the youngest cohort: 40 % of 13‑ to 17‑year‑olds reported making multiple direct purchases in the past year.
Anders Christofferson, global lead for Bain & Co’s Video Game practice and partner in the Media & Entertainment division, summed up the strategic implication: "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." He added that the studios pulling ahead are those that have made a deliberate decision about who they are building for and have aligned every resource – from AI tools to distribution channels to personalization tactics – behind that singular focus. In summary, the Bain & Co Gaming Report paints a picture of an industry at a crossroads.
While overall revenue continues to climb, the majority of gamers prefer the comfort of familiar franchises, and only a small minority actively hunt for fresh titles. Success will increasingly belong to developers who combine a razor‑sharp understanding of a specific player segment with the strategic use of AI, targeted distribution, and bespoke engagement strategies. By doing so, they can not only capture the loyalty of the most lucrative demographics but also navigate the evolving expectations of a generation that is both tech‑savvy and increasingly open to AI‑enhanced experiences.