The global market for video‑game software has been expanding at a modest but steady clip, growing at an average compound annual rate of roughly three percent over the last four years. Analysts expect that momentum to persist for at least another four‑year horizon, suggesting a continued, if measured, upward trajectory for the industry as a whole. Yet beneath the headline numbers lies a striking behavioural pattern among players: roughly two‑thirds of them gravitate toward familiar experiences—sequels, established franchises, or games that feel like a comfortable continuation of what they already know—while only one in five actively seeks out brand‑new titles. These insights come from Bain & Company’s latest annual Gaming Report, a survey that captured the opinions of more than 5,300 gamers spanning a wide range of ages, regions, and platform preferences.
The questionnaire probed not only purchase habits but also deeper attitudes toward game design, genre appeal, and emerging technologies such as generative artificial intelligence. One of the most consistent complaints voiced by respondents was the prevalence of what the firm labels the "unfocused middle" of the market. Players described many recent releases as overly generic, safe, and shallow—products that fail to differentiate themselves and therefore struggle to capture lasting interest. To illustrate the contrast, Bain & Co highlighted two recent launches.
Baldur’s Gate 3 succeeded by aiming at a narrowly defined audience of role‑playing enthusiasts, delivering a deep, narrative‑driven experience that resonated strongly with its target. By contrast, the shooter Concord entered an already saturated hero‑shooter space and found it difficult 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, a clear pattern emerged: 83 % of games that were purposefully crafted for a specific player segment achieved commercial success, whereas only half of the titles that took a broader, less focused approach managed to turn a profit. This suggests that a well‑defined creative vision, coupled with a deep understanding of the intended audience, can be a decisive factor in a game’s market performance. Player preferences for genre and play style are also highly fragmented. When asked to choose between story‑driven adventures, open‑world sandbox experiences with user‑generated content, or competitive multiplayer modes, no single category attracted more than 26 % of respondents.
About one‑fifth of gamers said their preference shifts depending on mood or context, and another 17 % either selected "none of the above" or indicated interest in other, less common formats. The report also identified two macro‑level pressures reshaping the industry: escalating player demand for richer experiences and the rapid adoption of generative AI tools by developers. Younger gamers, in particular, are concentrating their playtime on a narrower 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, highly social platform can dominate attention and spending.
On the technology front, generative AI is being leveraged to accelerate content creation, streamline asset production, and even assist in narrative design. However, the consultancy warns that AI alone does not mitigate risk unless it is applied to a clearly defined player archetype. As one analyst put it, "it lets you scale the wrong bet faster." The firms that are likely to thrive in the coming years will not necessarily be those with the deepest pockets or the most sophisticated AI pipelines, but those that commit early to building for a player they can describe in a single sentence.
Player sentiment toward AI in game development appears to be softening. In the past twelve months, 42 % of surveyed gamers reported feeling more comfortable with the industry’s use of AI, another 44 % said their comfort level remained unchanged, and fewer than one in seven expressed increased discomfort. Acceptance is especially pronounced among teenagers: 59 % of respondents aged 13‑17 indicated a higher comfort level this year, while 33 % said their view stayed the same. Bain & Co’s senior partner Anders Christofferson emphasized that studios hesitant about AI’s reputational risk should view the current climate as an opportunity.
"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. Moreover, AI can serve as a powerful analytics engine, helping developers decode engagement patterns, surface what resonates with a target audience, and tighten feedback loops between creators and their communities. Personalisation is another lever that the report highlights. Tailored communications, bespoke advertisements, and custom in‑game content can boost player spending, especially among younger cohorts.
The data shows 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 gamers in their 70s. "Gaming‑related activities" encompass purchases of new titles, downloadable content, subscription services, and even tips for streamers, but exclude hardware such as consoles or VR headsets. Direct purchases from developers’ own web stores also feature prominently. Nearly half of all gamers buy directly from a developer at least once a year, and 27 % do so repeatedly.
This behavior is most pronounced among the youngest segment: 40 % of 13‑ to 17‑year‑olds reported making multiple direct purchases in the past year. Christofferson summed up the strategic implication for industry leaders: "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 that are 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 answer.
In summary, Bain & Co’s research paints a picture of an industry at a crossroads. Growth remains steady, but success increasingly hinges on clarity of purpose, deep audience insight, and the judicious use of emerging technologies. Developers that can pinpoint a narrowly defined player archetype, harness AI to serve that audience efficiently, and deliver personalized experiences are poised to capture the most value in the years ahead.