The global market for video‑game software has been expanding at a steady compound annual growth rate of roughly three percent over the past four years, and analysts expect that momentum to persist for at least another four‑year horizon. Despite this overall upward trajectory, player behavior shows a striking preference for the familiar: about two‑thirds of respondents say they gravitate toward sequels or titles that feel recognizable, while only one in five actively seeks out brand‑new games.
These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 gamers spanning a wide range of regions, ages, and platforms. The survey asked participants to evaluate their satisfaction with the current slate of releases and to identify the types of experiences that most capture their interest. A recurring theme among the answers was frustration with what the firm calls the “unfocused middle.” This phrase describes games that play it safe—generic, shallow, and lacking a distinctive identity—making them easy to overlook in an increasingly crowded marketplace.
To illustrate the contrast, Bain & Co highlighted two recent launches: *Baldur’s Gate 3* and *Concord*. The former succeeded by zeroing in on a narrowly defined audience of role‑playing enthusiasts, delivering deep narrative and mechanics that resonated strongly with that group.
In contrast, *Concord* entered an already saturated hero‑shooter segment and struggled to persuade players who were accustomed to free‑to‑play ecosystems to part with a $40 price tag. When the researchers examined public performance data for 100 titles released since 2023, they discovered a stark disparity: 83 % of games that were deliberately targeted at a specific player archetype reached commercial success, whereas only half of the more broadly aimed, “unfocused” titles managed to do the same.
This suggests that a clear, well‑defined audience is a far more reliable predictor of financial performance than a generic, mass‑market approach. Player preferences for genre and style are also highly fragmented. When asked to choose between story‑driven adventures, open‑world sandbox or user‑generated content experiences, and multiplayer‑focused games, no single category captured more than 26 % of the vote. About 20 % of respondents indicated that their choice depends on mood or that they treat the categories as roughly equal, while 17 % selected “none of the above” or listed other niche types.
The report also identified two powerful forces reshaping the industry: escalating player demand for deeper engagement and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their time on a smaller set of platforms—Roblox being a prime example. Bain & Co describes Roblox as having become "the centre of gravity for the entire gaming ecosystem over the past five years," reflecting how a single sandbox can dominate attention and spending.
On the AI front, developers are leveraging generative tools to accelerate production pipelines, create assets, and even prototype gameplay concepts. However, the firm warns that AI alone does not mitigate risk unless the underlying product vision is sharply focused.
As one Bain analyst put it, "it lets you scale the wrong bet faster." The companies that will thrive, according to the report, are not necessarily those with the deepest pockets or the most sophisticated AI stacks, but those that can articulate their target player in a single, concise sentence and commit to that vision earlier than their rivals. Consumer sentiment toward AI in game development has softened over the past year. Forty‑two percent of surveyed players said they feel more comfortable with AI‑driven processes than they did twelve months ago, another 44 % reported no change, and fewer than one‑in‑seven expressed increased discomfort.
Acceptance is especially high among teenagers: 59 % of respondents aged 13‑17 indicated greater comfort with AI this year, while 33 % said their opinion remained unchanged. Bain & Co interprets these findings as a green light for studios hesitant about reputational risk.
"The window to move is open, particularly with the audiences who will define the market over the next decade," said the firm’s global lead for the Video Game sector. Moreover, AI can serve as a powerful analytics engine, helping developers decode player engagement patterns, surface the features that resonate most, and tighten feedback loops between creators and communities. Personalisation is another lever that the report highlights.
Tailored communications, targeted advertisements, and bespoke in‑game content can boost spending, especially among younger cohorts. For instance, 86 % of teenage gamers reported making at least one purchase related to gaming 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, subscriptions, and tips for streamers, but exclude hardware such as consoles or VR headsets. Direct‑to‑consumer sales are also gaining traction.
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 behavior is most pronounced among the youngest segment: 40 % of 13‑ to 17‑year‑olds reported multiple direct purchases in the previous twelve months.
Anders Christofferson, global head of Bain’s Video Game practice and partner in the Media & Entertainment group, 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 channels, and personalisation tactics—behind that single, clear answer.