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 persist for the next four-year horizon. Despite this healthy macro‑trend, player behaviour tells a different story: about two‑thirds of gamers gravitate toward familiar franchises or sequels, while merely one in five actively pursues 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 uncovered a pervasive sense of disappointment with what the firm labels the “unfocused middle” of the market—games that are overly generic, safe, and shallow, failing to stand out in an increasingly crowded landscape.
To illustrate the impact of focus, Bain & Co contrasted two recent releases. Baldur’s Gate 3 succeeded by honing in on a narrowly defined audience that craved deep role‑playing experiences, whereas the shooter Concord entered an already saturated hero‑shooter segment and struggled to convince players, many of whom were already invested in free‑to‑play ecosystems, to part with a $40 price tag. When the consultancy examined public performance data for 100 titles launched since 2023, the numbers were stark: 83 % of games that pursued a specific player archetype reached commercial viability, compared with just 50 % of titles that took a broader, unfocused approach. This suggests that clarity of target can be a decisive factor in a title’s financial outcome.
Player preferences for genre also appear fragmented. When respondents were asked to choose their ideal experience—whether a story‑driven adventure, an open sandbox with user‑generated content, or a multiplayer‑focused game—no single category attracted more than 26 % of the vote.
About 20 % indicated that their choice fluctuates based on mood or that they treat the categories as roughly equal, while 17 % selected “none of the above” or mentioned other niche genres. The report also identified two overarching pressures reshaping the industry: escalating player expectations and the rapid adoption of generative AI technologies. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox highlighted as a de‑facto hub that has become the "centre of gravity for the entire gaming ecosystem" over the past five years. On the AI front, developers are leveraging generative tools to accelerate production pipelines.
However, Bain & Co warns that without a well‑defined target audience, AI can simply amplify a misguided bet: "it lets you scale the wrong bet faster." The consultancy argues that the studios that will thrive in the coming years won’t necessarily be those with the deepest pockets or the most sophisticated AI stacks, but those that can articulate their ideal player in a single, concise sentence and commit to that vision ahead of competitors. Player sentiment toward AI in game creation has warmed over the last twelve months. Forty‑two percent of surveyed gamers now feel more comfortable with AI’s role in the industry than they did a year ago, 44 % remain unchanged, and fewer than one in seven have grown more uneasy. Acceptance is especially pronounced among younger cohorts: 59 % of players aged 13‑17 report increased comfort with AI, while 33 % say their view is unchanged.
"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 AI’s potential to deepen player insight. Emerging analytics tools can parse engagement patterns, surface what resonates with a target segment, and create tighter feedback loops between developers and their communities.
Such capabilities enable hyper‑personalised experiences—customised communications, tailored advertisements, and content curated for individual players. Bain & Co found that this level of personalization boosts spending, especially among teenagers. In fact, 86 % of teens reported making at least one gaming‑related purchase 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 new game purchases, in‑game items, subscription services, and tips for streamers, but exclude hardware purchases like consoles or VR headsets.
The study also revealed that nearly half of gamers buy directly from developers’ own web stores at least once a year, and 27 % do so repeatedly. This direct‑to‑consumer trend is strongest among the youngest cohort, with 40 % of 13‑ to 17‑year‑olds reporting 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 reaching the right players, in the right way, and getting more ownership over 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."