The worldwide 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 at least another four‑year horizon. Despite this healthy macro trend, player behavior remains heavily skewed toward the familiar: two‑thirds of respondents say they gravitate toward sequels or titles that feel like something they already know, while only one in five actively seeks out brand‑new games.
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 uncovered a pronounced dissatisfaction with what the firm describes as the "unfocused middle" of the market – games that are overly generic, safe, and lacking a distinctive identity.
To illustrate this phenomenon, the report contrasted the reception of 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 depth and mechanics that resonated strongly with that segment.
In contrast, Concord entered an already saturated hero‑shooter arena and struggled to persuade players who were accustomed to free‑to‑play ecosystems to part with a $40 price tag. The divergent outcomes underscore the value of a laser‑focused player profile. When Bain & Co examined public performance data for a sample of 100 titles launched since 2023, the numbers reinforced the anecdotal evidence. A striking 83 % of games that were purposefully targeted at a specific player type achieved commercial success, whereas only half of the more broadly aimed, unfocused titles reached comparable sales milestones.
Player preferences for game genres are also highly fragmented. When asked to choose among story‑driven experiences, open sandbox or user‑generated content worlds, and multiplayer‑centric titles, no single category attracted more than 26 % of respondents. About one‑fifth (20 %) said their choice depends on mood or that they treat the categories as roughly equal, and another 17 % either selected "none of the above" or mentioned other niche genres.
The report also highlighted two major forces reshaping the industry: escalating player demand and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms – Roblox is singled out as having become "the centre of gravity for the entire gaming ecosystem" over the past five years, according to Bain.
On the AI front, developers are leveraging generative tools to accelerate production pipelines, but the firm warns that technology alone cannot mitigate risk without a clear target audience. As Bain puts it, AI "lets you scale the wrong bet faster." The consultants argue that the studios that will thrive in the coming years will not necessarily be those with the deepest pockets or the most sophisticated AI stacks, but those that can articulate their ideal player in a single sentence and commit to that vision earlier than their rivals. Player sentiment toward AI in game creation has softened over the last 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 report increased discomfort.
Acceptance is especially high among the 13‑to‑17 age group, where 59 % say they are more comfortable with AI this year, while 33 % say their view has stayed the same. Bain’s analysts interpret these findings as a green light for studios that have been hesitant to embrace AI due to reputational concerns.
"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 spokesperson noted. Beyond speed, AI offers deeper insights into player behaviour. A growing suite of analytical tools can parse engagement patterns, surface the elements that resonate most with a defined audience, and create tighter feedback loops between developers and their communities.
This capability enables highly personalised experiences – from custom communications and targeted advertisements to bespoke in‑game content – that can boost monetisation, especially among teenagers. Indeed, spending habits vary sharply by age. Eighty‑six percent 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 show a notable trend. Nearly half of all gamers buy directly from a studio at least once a year, and 27 % do so repeatedly. The propensity for direct buying is strongest among the youngest cohort: 40 % of 13‑ to 17‑year‑olds reported multiple direct purchases in the past twelve months.
Anders Christofferson, global lead for Bain’s Video Game sector and partner in the 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 that the studios pulling ahead are those that have deliberately defined who they are building for and aligned every resource – from AI tools to distribution channels to personalisation strategies – behind that single, clear answer. In summary, the Bain & Co Gaming Report paints a picture of a market that is growing in size but becoming increasingly selective in taste. Success appears to belong to developers who eschew vague, generic offerings in favour of tightly scoped, audience‑centric experiences, and who harness AI not as a blanket productivity boost but as a means to deepen understanding of, and connection with, a well‑defined player base.