Global revenue from video‑game software has risen at an average compound annual growth rate of roughly three percent over the last four years, and analysts expect that momentum to continue for another four‑year stretch. Yet despite this steady expansion, player behaviour remains heavily skewed toward the familiar: about two‑thirds of respondents said they gravitate toward existing franchises or sequels, while only one in five actively look for brand‑new experiences. These insights come from Bain & Company’s most recent annual Gaming Report, which gathered responses from more than 5,300 gamers across a broad geographic spread.
The survey highlighted a widespread frustration with what the firm calls the "unfocused middle" of the market – titles that play it safe, feel overly generic, and lack the depth needed to stand out in a crowded library. To illustrate the point, Bain compared 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 a deep, narrative‑driven experience that resonated with that specific group. Concord, on the other hand, entered an already saturated hero‑shooter space and struggled to persuade players who were accustomed to free‑to‑play ecosystems to shell out a $40 price tag.
The contrast underscores the report’s central thesis: clarity of target matters more than budget or technology. When Bain examined public data on a sample of 100 games launched since 2023, the numbers were stark. Focused titles that aimed at a clearly articulated player segment achieved commercial success in 83 % of cases, whereas only half of the unfocused, broadly‑targeted games reached similar financial outcomes.
Player preferences themselves are highly fragmented. When asked to rank their preferred type of experience – story‑driven adventures, open‑world sandbox or user‑generated content, or multiplayer competition – no single category captured more than 26 % of votes. About one‑fifth of respondents said their choice depends on mood or that they treat the categories as roughly equal, while 17 % indicated they favour other or niche genres not listed in the survey. The report also identified two overarching pressures reshaping the industry: escalating player expectations and the rapid adoption of generative AI.
Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox singled out as the "centre of gravity" for the broader gaming ecosystem over the past five years. On the AI front, developers are increasingly leveraging generative tools to accelerate production pipelines. However, Bain cautions that AI alone does not mitigate risk unless it is applied to a well‑defined audience: "It lets you scale the wrong bet faster." The firm 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.
Instead, they will be the ones that, early on, can articulate their target player in a single, concise sentence and align all resources – from technology to marketing – around that vision. Player sentiment toward AI in game creation has softened over the past twelve months.
Forty‑two percent of surveyed gamers now feel more comfortable with AI’s role in development than they did a year ago, another 44 % remain unchanged, and fewer than one‑in‑seven express increased discomfort. Acceptance is especially high among teens: 59 % of 13‑ to 17‑year‑olds report greater comfort with AI this year, while 33 % say their view is unchanged. Bain’s analysts interpret these findings as a green light for studios hesitant about reputational risk: "The window to move is open, particularly with the audiences who will define the market over the next decade," noted a senior partner.
They also point out that AI can deepen player understanding. Emerging analytics tools can sift through engagement data, surface what resonates with a target segment, and create tighter feedback loops between developers and their communities. Personalisation is another lever that the report highlights.
Tailored offers – from bespoke communications and targeted ads to in‑game content designed for individual tastes – have been shown to boost spending, especially among younger players. In fact, 86 % of teenagers report making at least one gaming‑related purchase 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. These purchases encompass new titles, downloadable content, subscription services, and streamer tips, but exclude hardware such as consoles or VR headsets. Direct sales channels are also gaining traction.
Nearly half of gamers say they buy directly from a developer’s web store at least once a 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 in the past year. "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’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."