Global revenue from video‑game software has risen at a steady compound annual growth rate of roughly three percent over the last four years, and analysts expect that momentum to persist for another four‑year cycle. Yet player behavior tells a different story: about two‑thirds of gamers say they gravitate toward familiar franchises or sequels, while only 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 players across a wide range of regions and demographics.
The survey revealed a pronounced dissatisfaction with what respondents dubbed the "unfocused middle" – games that feel overly generic, safe and shallow, lacking a distinctive identity that would make them stand out in a crowded market. To illustrate the impact of focus, Bain compared the reception of two recent releases. "Baldur’s Gate 3" succeeded by aiming at a narrowly defined audience of role‑playing enthusiasts, delivering deep narrative and mechanics that resonated with that group.
In contrast, "Concord" entered a saturated hero‑shooter arena and struggled to persuade players who were already invested in free‑to‑play ecosystems to part with a $40 price tag. When the firm examined public performance data for 100 games launched since 2023, the numbers reinforced the narrative: 83 % of titles that were sharply targeted toward a specific player segment reached commercial success, whereas only half of the more generic, unfocused releases hit their revenue goals. Player preferences for genre and experience are also highly fragmented.
When asked to choose between story‑driven adventures, open‑world sandbox or user‑generated content, and multiplayer‑focused games, no single category attracted more than 26 % of respondents. About 20 % said their choice varies depending on mood or the particular title, and 17 % either selected "none of the above" or mentioned other types of games. The report highlights 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 smaller set of platforms, with Roblox singled out as a de‑facto hub that has become "the centre of gravity for the entire gaming ecosystem" over the past five years.
On the AI front, developers are leveraging generative tools to accelerate production pipelines. However, Bain warns that technology alone does not mitigate risk if the underlying audience is ill‑defined: "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 target player in a single, clear sentence and commit to that vision earlier than their rivals. Player sentiment toward AI in game development has become more positive over the last twelve months. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than a year ago, another 44 % remain unchanged, and fewer than one in seven feel less comfortable.
Acceptance is strongest among the youngest cohort: 59 % of players aged 13‑17 report increased comfort with AI, while 33 % say their view has stayed 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 spokesperson noted. The firm also points out that AI can deepen developers’ understanding of their audiences.
Emerging analytics tools can sift through engagement data, surface the elements that resonate most with a target segment, and create tighter feedback loops between creators and communities. Personalisation is another lever that the report finds to be especially effective with younger gamers.
Tailored communications, ads and in‑game content that speak directly to an individual’s preferences can boost spending. In fact, 86 % of teenagers say they spend 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. These activities encompass purchases of new games, downloadable content, subscriptions and streamer tips, but exclude hardware such as consoles or VR headsets. Direct purchases from developers’ own web stores are also on the rise.
Nearly half of gamers report buying directly from a developer at least once a year, and 27 % do so repeatedly. The trend is most pronounced among the youngest cohort: 40 % of 13‑ to 17‑year‑olds have made 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," says Anders Christofferson, global lead of Bain’s Video Game sector and partner in its Media & Entertainment practice.
He adds, "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."