The worldwide 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 this trajectory to continue for the next four-year period. Despite this overall growth, player behavior reveals a strong preference for familiarity: about two‑thirds of gamers say they gravitate toward titles they already know or to sequels of existing franchises, while only one in five actively seeks out brand‑new experiences. These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 gamers across a broad range of regions and demographics. The survey highlighted a widespread dissatisfaction with what respondents termed the “unfocused middle” of the market – games that are overly generic, safe, or shallow and therefore fail to capture attention.
To illustrate the impact of focus, Bain & Co contrasted the market reception of two recent releases. *Baldur’s Gate 3* succeeded by targeting a narrowly defined audience of role‑playing enthusiasts, delivering deep narrative and strategic gameplay that resonated strongly with that segment.
In contrast, *Concord* entered an already saturated hero‑shooter arena and struggled to convince players, many of whom were already invested in free‑to‑play ecosystems, to spend the full $40 price tag. Analyzing public performance data for 100 titles launched since 2023, Bain & Co found a stark divide: 83 % of games that pursued a specific player archetype achieved commercial success, whereas only half of the titles that took a broader, less defined approach met their revenue targets. Player genre preferences are equally fragmented. When asked which type of experience they favored—story‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer—no single category attracted more than 26 % of respondents.
About 20 % said their choice depends on mood or that they treat the categories as roughly equal, while 17 % indicated they prefer other or niche genres. The report also identified two major forces reshaping the industry: escalating player demand and the rapid adoption of generative artificial intelligence.
Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox singled out as the emerging "center of gravity" for the gaming ecosystem over the past five years. Regarding AI, developers are increasingly leveraging generative tools to accelerate production pipelines. However, the report warns that without a clearly defined target audience, AI can simply amplify a misguided bet: "It lets you scale the wrong bet faster." The firms that will thrive in the coming years, according to Bain & Co, won’t necessarily be those with the deepest pockets or the most sophisticated AI stacks. Instead, they will be the studios that can articulate their ideal player in a single sentence and commit to building for that persona ahead of their rivals.
Player sentiment toward AI in game creation has softened over the last twelve months. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than they did a year ago, 44 % remain unchanged, and fewer than one in seven feel less comfortable. The trend is strongest among teenagers: 59 % of respondents 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 & Co spokesperson noted. The firm also highlighted how AI can deepen developers’ understanding of their audiences. New analytical tools can parse engagement patterns, surface what resonates with a target segment, and create tighter feedback loops between creators and players.
Personalisation is a key benefit of these tools. Tailored communications, bespoke advertisements, and custom in‑game content can boost spending, especially among younger demographics. The report found that 86 % of teenagers report 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 encompass purchases of new titles, downloadable content, subscription services, 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 say they have bought directly from a studio at least once in the past year, and 27 % do so repeatedly. The tendency is strongest among the youngest cohort: 40 % of 13‑ to 17‑year‑olds reported multiple direct purchases over the last twelve months. "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 of 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."