Global revenue from video‑game software has been expanding at an average compound annual growth rate of roughly 3 % over the last four years, and analysts expect the same pace to continue for the next four‑year horizon. Yet player behaviour tells a different story: about two‑thirds of gamers say they gravitate toward titles they already know—sequels, franchises, or familiar genres—while only one out of five actively looks for brand‑new experiences. These findings come from Bain & Company’s 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 the firm calls the "unfocused middle" of the market—games that are overly generic, safe, and shallow, and therefore fail to capture attention in a crowded landscape.
To illustrate the impact of focus, Bain compared two recent releases. "Baldur’s Gate 3" succeeded by honing in on a narrowly defined audience of role‑playing enthusiasts who value deep narrative and complex mechanics.
In contrast, "Concord" entered a saturated hero‑shooter segment and struggled to persuade players already committed to free‑to‑play ecosystems to spend a $40 premium price. The contrast highlights how a clear, specific target can tip the scales toward commercial viability. When the researchers examined public data for 100 titles launched since 2023, they discovered that 83 % of games that pursued a well‑defined player segment achieved commercial success, compared with just 50 % of titles that took a broader, unfocused approach.
This stark gap underscores the business case for precision in audience targeting. Player preferences for game genres are also highly fragmented.
When asked which type of experience they most enjoy—story‑driven adventures, open‑world sandbox or user‑generated content, or multiplayer competition—no single category attracted more than 26 % of respondents. About one‑fifth of gamers (20 %) said their choice varies roughly equally among the categories or depends on their mood at the time, while 17 % indicated they prefer other or niche types of games. The report also identifies two overarching forces reshaping the industry: escalating player expectations and the rapid adoption of generative AI technologies. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox singled out as the "centre of gravity for the entire gaming ecosystem" over the past five years.
This concentration amplifies the importance of understanding and serving a tightly defined audience. On the AI front, developers are leveraging generative tools to accelerate production pipelines, but Bain warns that technology alone does not mitigate risk.
Without a clear player profile, AI can simply "scale the wrong bet faster." The firm argues that the studios that will thrive are not necessarily those with the deepest pockets or the most sophisticated AI stacks, but those that commit early to building for a player they can describe in a single sentence. Player sentiment toward AI in game development has shifted positively in the last twelve months. Forty‑two percent of survey participants reported feeling more comfortable with AI use in games than a year ago, another 44 % said their comfort level remained unchanged, and fewer than one in seven expressed increased discomfort.
Acceptance is strongest among the youngest cohort: 59 % of players aged 13‑17 indicated greater comfort with AI this year, while 33 % reported no change. "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," said Bain’s global lead for the Video Game sector. The firm also notes that AI can deepen developers’ insight into player behaviour. Emerging analytics tools can dissect engagement patterns, surface what resonates with a target segment, and create tighter feedback loops between creators and their communities.
Personalisation is a concrete outcome of these insights. Tailored communications, targeted advertisements, and custom in‑game content can boost spending, especially among teenage players. The report found that 86 % of teenagers 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. Gaming‑related purchases encompass new titles, downloadable content, subscriptions, 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 reported buying directly from a developer’s web store at least once a year, and 27 % said they do so repeatedly.
This behaviour is most pronounced among the youngest cohort: 40 % of respondents aged 13‑17 made multiple direct purchases in the past year. Anders Christofferson, global head of Bain’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 studios pulling ahead are those that have made a deliberate choice about who they are building for and have aligned every resource—AI, distribution, personalisation—behind that answer.
In summary, the Bain & Company Gaming Report paints a clear picture: the future of successful game development lies in precise audience targeting, thoughtful use of AI to amplify—not replace—human insight, and a commitment to personalised player experiences. Companies that internalise these lessons are poised to capture the loyalty and spending of the most engaged segments of the gaming community, while those that chase generic, broad‑appeal titles risk being left behind in an increasingly competitive market.