The global market for gaming software has been expanding at a steady compound annual growth rate of roughly three percent over the last four years, and analysts expect that momentum to continue for the next four-year cycle. Despite this healthy financial trajectory, player behavior shows a pronounced preference for the familiar: about two‑thirds of gamers say they gravitate toward existing franchises or sequels, while merely one in five actively looks for brand‑new releases. 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 revealed a widespread sense of disappointment with what respondents labeled the "unfocused middle" of the market—titles that are overly generic, play it safe, and lack depth, making it difficult for them to stand out in a crowded landscape. To illustrate the contrast, Bain & Co highlighted two recent launches. "Baldur’s Gate 3" succeeded by zeroing in on a narrowly defined audience that craved deep role‑playing experiences, whereas "Concord" entered a saturated hero‑shooter arena and struggled to persuade players already entrenched in free‑to‑play ecosystems to spend a $40 premium. The firm’s analysis of public data covering 100 games released since 2023 further underscored the advantage of focus: 83 % of titles that targeted a specific player segment achieved commercial success, compared with just 50 % of those that took a broader, less defined approach.
Player preferences for genre and play style are equally fragmented. When asked whether they favored story‑driven adventures, open sandbox or user‑generated worlds, or competitive multiplayer experiences, no single category captured more than 26 % of the vote.
About one‑fifth 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 offered alternative categories. The report also identified two major forces reshaping the industry: escalating player expectations and the rapid adoption of generative AI technologies.
Younger gamers, in particular, are concentrating their time on a limited 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, drawing massive daily engagement and influencing broader market dynamics. On the AI front, developers are leveraging generative tools to accelerate production pipelines, but the firm warns that technology alone does not mitigate risk unless it is paired with a clear target audience.
As the report puts it, AI "lets you scale the wrong bet faster" if the underlying player profile is vague. The analysts argue 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 rather those that can articulate their ideal player in a single, concise sentence and commit to that vision ahead of their competitors.
Player sentiment toward AI in game creation has softened over the past twelve months. Forty‑two percent of survey participants said they feel more comfortable with AI usage in the industry 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 respondents aged 13‑17 indicated greater comfort with AI this year, while 33 % said their view remained unchanged. Bain & Co interprets these findings as a green light for studios hesitant about the reputational risks of AI.
"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," the report states. Moreover, AI can serve as a powerful analytics engine, helping developers decode engagement patterns, surface content that resonates with specific audiences, and create tighter feedback loops between creators and communities. Personalisation is another lever that the firm highlights. Tailored communications, targeted advertisements, and custom in‑game offers can boost player spending, especially among teenagers.
In fact, 86 % of teens 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. These activities include buying new titles, in‑game cosmetics or expansions, subscription services, and even tipping streamers, but they exclude hardware purchases such as consoles or VR headsets. Direct‑to‑consumer sales are also on the rise. Nearly half of gamers said they purchase directly from a developer’s web store at least once a year, and 27 % do so repeatedly.
The trend is most pronounced among younger players: 40 % of those aged 13‑17 reported 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," said Anders Christofferson, global lead for Bain & Co’s Video Game sector and partner in its Media & Entertainment practice.
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 personalisation alike."