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 the same pace to continue for the next four years. Despite this healthy market expansion, player behavior remains heavily skewed toward the familiar. According to Bain & Company’s latest annual Gaming Report—based on a survey of more than 5,300 gamers from around the world—about two‑thirds of respondents say they gravitate toward sequels or titles they already know, while only one in five actively seeks out brand‑new games. The report highlights a pervasive sense of disappointment among gamers with what the researchers label the "unfocused middle" of the market.
These are games that feel overly generic, safe, and shallow, lacking a distinctive identity that would make them stand out. To illustrate the contrast, Bain & Co compared the market reception of two recent releases: *Baldur’s Gate 3* and *Concord*. *Baldur’s Gate 3* succeeded by targeting a narrowly defined audience—hardcore role‑playing enthusiasts—whereas *Concord* entered a crowded hero‑shooter segment and struggled to convince players, many of whom were already invested in free‑to‑play ecosystems, to spend the full $40 price tag.
When Bain & Co examined public data on 100 titles launched since 2023, the findings were striking. Focused games that catered to a specific player archetype achieved commercial success in 83 % of cases, while only half (50 %) of the unfocused, broadly aimed titles reached comparable sales milestones.
This suggests that clarity of purpose and a well‑defined target audience are now more valuable than sheer production budgets. Player preferences across genres are also fragmented.
When asked which type of experience they most enjoy—narrative‑driven adventures, open sandbox or user‑generated worlds, or multiplayer competition—no single category captured more than 26 % of votes. About one‑fifth of respondents indicated that their preferences shift depending on mood or that they view the categories as roughly equal, and 17 % either selected "none of the above" or mentioned other, niche game types.
The study also identified two major forces reshaping the industry: rising demand from players and the rapid adoption of generative AI in development pipelines. Younger gamers, in particular, are concentrating their playtime on a narrower set of platforms, with Roblox singled out as the "center of gravity for the entire gaming ecosystem" over the past five years. This concentration amplifies the importance of understanding and serving a well‑defined audience.
On the AI front, developers are leveraging generative tools to accelerate production, but Bain & Co warns that technology alone does not mitigate risk. Without a clear player target, AI can simply help scale a misguided bet faster. The firm’s analysts argue that the studios that will thrive in the coming years will not necessarily be the ones with the deepest pockets or the most sophisticated AI stacks. Instead, success will belong to those who, early on, commit to building for a player they can describe in a single sentence.
Player sentiment toward AI in game creation has softened over the last twelve months. Forty‑two percent of survey participants said they feel more comfortable with AI‑driven development than they did a year ago, another 44 % reported no change, and fewer than one in seven expressed increased discomfort. Acceptance is especially high among the youngest cohort: 59 % of players aged 13‑17 indicated greater comfort with AI this year, while 33 % said their view remained 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 & Co spokesperson explained. The firm also noted that AI can deepen developers’ insights into player behavior. Emerging analytics tools can parse engagement patterns, surface what resonates with a target demographic, and create tighter feedback loops between creators and communities.
These capabilities enable highly personalized offers—customized communications, targeted advertisements, and bespoke in‑game content—tailored to individual players. Bain & Co found that such personalization drives higher spending, especially among teenagers. In fact, 86 % of teenagers reported 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. "Gaming‑related activities" encompass purchases of new titles, downloadable content, subscriptions, and streamer tips, but exclude hardware like consoles or VR headsets.
The report also uncovered purchasing habits tied to direct sales channels. Nearly half of all gamers buy directly from developers’ web stores at least once a year, and 27 % do so repeatedly. This behavior is most pronounced among younger players: 40 % of those aged 13‑17 reported making multiple direct purchases in the past year. Anders Christofferson, global lead of Bain & Co’s Video Game sector and partner in its Media & Entertainment practice, 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, "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."