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 that momentum to persist for the next four‑year horizon. Yet, despite this healthy market trajectory, player behaviour shows a strong inclination toward the familiar: about two‑thirds of gamers say they gravitate toward established 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" of the market – games that are overly generic, safe, and lacking depth, making it difficult for them to stand out in an increasingly crowded catalogue. To illustrate the impact of focus, Bain compared the market reception of two recent releases: *Baldur’s Gate 3* and *Concord*.
*Baldur’s Gate 3* succeeded by zeroing in on a narrowly defined audience that craved deep, narrative‑driven role‑playing experiences. In contrast, *Concord* entered an already saturated hero‑shooter segment and struggled to persuade players who were accustomed to free‑to‑play models to shell out a $40 price tag.
The contrast underscores the advantage of targeting a specific player segment rather than trying to please everyone. When Bain examined public data on 100 titles launched since 2023, the numbers were striking: 83 % of games that pursued a focused, niche audience achieved commercial success, compared with just 50 % of titles that took a broader, less defined approach. This gap suggests that clarity of purpose is a key driver of financial performance in the industry.
Player preferences for game genres are also highly fragmented. When asked which type of experience they favoured – story‑driven adventures, open‑world sandbox or user‑generated content, or multiplayer competition – no single category captured more than 26 % of the vote. About 20 % of respondents said their choice depends on mood or that they treat the categories as roughly equal, while 17 % indicated they prefer other or none of the listed options.
The data paints a picture of a diverse audience with varied tastes rather than a monolithic market. The report also highlighted two major pressures reshaping the gaming landscape: growing player demand and the rapid adoption of generative AI. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with titles like *Roblox* emerging as a central hub for the broader ecosystem. Bain describes *Roblox* as having become "the centre of gravity for the entire gaming ecosystem over the past five years," reflecting its outsized influence on how players discover, interact with, and spend money on games.
On the AI front, developers are increasingly leveraging generative technologies to accelerate production pipelines. However, Bain warns that AI alone does not mitigate risk unless it is paired with a clear player target. As the firm put it, "it lets you scale the wrong bet faster." The companies that will thrive, according to Bain, are not necessarily those with the deepest pockets or the most sophisticated AI tools, but those that commit early to building for a player they can describe in a single sentence.
Player sentiment toward AI in game development has softened over the past year. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than they did twelve months ago, 44 % remain unchanged, and fewer than one in seven express increased discomfort. The shift is especially pronounced among younger players: 59 % of respondents aged 13‑17 report heightened comfort with AI, while 33 % say their view has stayed the same. Bain’s Anders Christofferson, global lead of the firm’s Video Game sector, interprets these findings as a green light for studios hesitant about AI’s reputational risk.
"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," he said. Beyond risk mitigation, AI offers powerful analytical capabilities. Emerging tools can parse engagement patterns, surface what resonates with a target demographic, and create tighter feedback loops between developers and their communities. This enables more personalized experiences, from bespoke marketing messages to tailored in‑game offers.
Bain’s research shows that such personalization drives higher spending, especially among teenage players. Indeed, 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 expenditures encompass purchases of new titles, downloadable content, subscriptions, and tips for streamers, but exclude hardware like consoles or VR headsets.
The report also uncovered a growing trend toward direct purchases from developers’ own storefronts. Nearly half of all gamers buy directly from a developer at least once a year, and 27 % do so repeatedly.
This behaviour is most pronounced among the youngest cohort, with 40 % of 13‑ to 17‑year‑olds making multiple direct purchases in the past year. Christofferson 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 deliberately defined their audience and aligned every resource – from AI tools to distribution channels and personalization tactics – behind that clear answer. In summary, Bain & Company’s findings underscore a market where focused, audience‑centric design outperforms generic, mass‑appeal attempts.
The convergence of AI‑driven efficiency, heightened player comfort with technology, and a shift toward direct developer‑to‑consumer sales suggests that studios that double‑down on a well‑defined player persona and leverage AI to deepen that connection are poised to capture the most value in the years ahead.