Global revenue from 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 persist for another four‑year stretch. Yet, despite this healthy financial backdrop, player behavior remains heavily skewed toward the familiar: about two‑thirds of gamers say they gravitate toward sequels or titles they already know, while merely one in five actively seeks out brand‑new games.
These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 players across a broad range of regions and demographics. The survey uncovered a pronounced dissatisfaction with what respondents dubbed the "unfocused middle"—games that are overly generic, play it safe, and lack the depth needed to capture attention. To illustrate the point, Bain compared the market reception of two recent releases. "Baldur’s Gate 3" succeeded by honing in on a narrowly defined audience that craved deep role‑playing experiences, whereas "Concord" entered an already saturated hero‑shooter arena and struggled to persuade players, many of whom were already invested in free‑to‑play ecosystems, to part with a $40 price tag.
When Bain examined public data for 100 titles launched since 2023, the numbers reinforced the focus hypothesis: 83 % of games that targeted a specific player segment achieved commercial success, compared with just 50 % of titles that tried to appeal to everyone. Player preferences across genres are also fragmented. When asked which type of experience they favored—story‑driven narratives, open‑world sandbox/user‑generated content, or multiplayer competition—no single category captured more than 26 % of respondents. About 20 % indicated that their choice varies with mood or that the categories are roughly equal for them, 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 the emerging "center of gravity" for the broader gaming ecosystem over the past five years. Regarding AI, Bain notes that developers are leveraging generative tools to accelerate production pipelines. However, without a clearly defined target audience, this speed advantage can backfire, essentially "scaling the wrong bet faster." The firm predicts 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, success will belong to teams that, early on, articulate a player persona in a single, concise sentence and build everything around that vision. 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 the industry than they did a year ago, another 44 % feel unchanged, and fewer than one in seven report increased discomfort. The shift is especially pronounced among teens: 59 % of respondents aged 13‑17 say they are more at ease with AI this year, while 33 % say their opinion remains the same. "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 explained.
The firm also highlights AI’s potential to deepen developers’ understanding of their audiences. New analytical tools can parse engagement patterns, surface what resonates with a specific demographic, and create tighter feedback loops between creators and players. These capabilities enable highly personalized outreach—customized communications, targeted ads, and bespoke in‑game content tailored to individual preferences.
Bain found that such personalization drives higher spend, especially among teenage gamers. In fact, 86 % of teenagers reported 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 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.
The report also revealed that nearly half of all gamers buy directly from a developer’s own web store at least once a year, and 27 % do so repeatedly. This direct‑to‑consumer trend is strongest among younger players: 40 % of those aged 13‑17 reported making multiple purchases straight from developers 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 the Media & Entertainment practice. "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 personalization alike."