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 continue for the next four‑year horizon. Despite this healthy overall growth, player behavior reveals a strong bias toward the familiar: roughly two‑thirds of respondents prefer to stick with known franchises or sequels, while only about 20 percent actively look for 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 asked participants to evaluate their satisfaction with the current slate of releases and to describe the kinds of games that capture their interest. A recurring theme among the feedback was frustration with what the firm labels the "unfocused middle" – titles that are overly generic, safe, and shallow, and therefore fail to stand out in a crowded marketplace.
To illustrate this point, Bain & Co contrasted two recent releases: Baldur’s Gate 3 and Concord. Baldur’s Gate 3 succeeded by honing in on a narrowly defined audience of role‑playing enthusiasts, delivering deep narrative and tactical combat 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 models to pay a full $40 price tag. When Bain & Co examined public performance data for 100 games launched since 2023, the numbers reinforced the importance of focus. Eighty‑three percent of titles that targeted a specific player archetype reached commercial success, whereas only half of the more broadly aimed, unfocused games met similar financial thresholds.
Player preferences for genre and style are also highly fragmented. When asked which type of experience they most enjoy – story‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer – no single category captured more than 26 % of the vote. About one‑fifth of respondents said their choice varies roughly equally across categories or depends on their mood at the time, and 17 % indicated they favor niche or “other” genres not listed in the survey.
The report also identified two overarching pressures reshaping the industry: rising expectations from players and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox highlighted as a focal point that has become "the centre of gravity for the entire gaming ecosystem" over the past five years. Regarding AI, Bain & Co observed that developers are leveraging generative tools to accelerate production pipelines. However, the firm warns that AI alone does not mitigate risk unless the underlying game concept is sharply defined.
As one analyst put it, AI can "scale the wrong bet faster" if the target audience is unclear. "The studios that will thrive in the coming years won’t necessarily be those with the deepest pockets or the most sophisticated AI stacks," the report states.
"They will be the teams that, earlier than their competitors, commit to building for a player they can describe in a single sentence." Player sentiment toward AI in game creation has softened over the last twelve months. Forty‑two percent of surveyed gamers said they feel more comfortable with AI usage today than a year ago, another 44 % reported no change, and fewer than one in seven expressed increased discomfort. Acceptance is especially pronounced among teenagers: 59 % of respondents aged 13‑17 indicated greater comfort with AI, while 33 % said their view remained unchanged. Bain & Co interprets these findings as a green light for studios hesitant about reputational risk.
"For companies worried that AI adoption could alienate their audience, the data suggests the window to move is open, particularly with the cohorts that will define the market over the next decade," the firm notes. Beyond risk mitigation, AI offers practical benefits for understanding player behavior. A growing toolbox of analytics solutions can dissect engagement patterns, surface the features that resonate with specific segments, and create tighter feedback loops between developers and their communities. This capability enables more personalized marketing, targeted advertisements, and bespoke in‑game content.
Personalisation, in turn, drives higher spending, especially among younger players. The report found that 86 % of teenagers reported spending money on gaming‑related activities each month, compared with just over half of those in their 50s, 36 % of players in their 60s, and 27 % of those in their 70s.
Gaming‑related expenditures encompass purchases of new titles, downloadable content, subscription services, and tips for streamers, but exclude hardware such as consoles or VR headsets. Direct purchases from developers’ own storefronts are also on the rise.
Nearly half of all gamers reported buying at least once a year directly from a developer’s website, and 27 % said they do so repeatedly. The trend is strongest among the youngest cohort: 40 % of 13‑17‑year‑olds made multiple direct purchases in the past year. Anders Christofferson, global lead for Bain & Co’s Video Game sector and partner in its Media & Entertainment practice, summed up the strategic implication: "The question for gaming executives is no longer solely about reaching more players. It’s about reaching the right players, in the right way, and gaining greater ownership of that relationship." 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." In summary, the Bain & Co Gaming Report underscores a clear market signal: focus matters.
Games that zero in on a well‑defined audience not only stand a better chance of commercial success but also benefit from AI‑driven insights that can deepen player engagement and boost revenue. As the industry continues to evolve, studios that combine a sharp player focus with thoughtful use of emerging technologies are poised to lead the next wave of growth.