The global market for video‑game software has been expanding at a modest but steady clip, with revenues rising at an average compound annual growth rate of roughly three percent over the last four years. Analysts expect this trajectory to persist for the next four‑year horizon, suggesting a continued, if measured, upward trend in overall industry earnings. Yet beneath these headline numbers lies a striking consumer pattern: the majority of gamers are not actively seeking fresh experiences.
According to the latest annual Gaming Report produced by Bain & Company, which canvassed more than 5,300 players from diverse regions around the world, roughly two‑thirds of respondents said they gravitate toward familiar franchises, sequels, or titles they already know, while only one in five indicated a deliberate effort to discover brand‑new games. The survey also uncovered a pervasive sense of disappointment with what the researchers dubbed the "unfocused middle" of the market.
This term describes games that aim for broad appeal by being overly generic, safe, or shallow, and consequently fail to leave a memorable impression on players. To illustrate the contrast, Bain & Co highlighted 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 content and complex mechanics that resonated strongly with that group. In contrast, Concord entered an already crowded hero‑shooter segment and struggled to persuade gamers who were accustomed to free‑to‑play models to part with a $40 price tag. The divergent outcomes underscore the report’s central thesis: focus beats breadth. When the firm examined public performance data for a hundred titles launched since 2023, the numbers reinforced this point.
Eighty‑three percent of games that were clearly targeted at a specific player archetype achieved commercial success, compared with just fifty percent of titles that lacked a distinct focus. This gap suggests that studios which invest in understanding a precise player persona and tailor their design, marketing, and monetisation strategies accordingly are far more likely to reap financial rewards.
Player preferences themselves are highly fragmented. The survey asked gamers to choose their preferred type of experience – story‑driven adventures, open‑world sandbox environments with user‑generated content, or competitive multiplayer – and no single category captured more than 26 percent of the vote. About one‑fifth of respondents said their choice varies depending on mood or that they treat the three categories as roughly equal, while 17 percent indicated they favour other, less common genres.
This dispersion reinforces the idea that a one‑size‑fits‑all approach is increasingly untenable. Beyond player taste, Bain & Co identified two macro‑level pressures reshaping the industry: escalating player expectations and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their playtime on a relatively small set of platforms, with Roblox emerging as a focal point. The consultancy described Roblox as having become "the centre of gravity for the entire gaming ecosystem" over the past five years, reflecting its role as a social hub, creation toolkit, and marketplace all in one.
On the AI front, developers are leveraging generative tools to accelerate content creation, level design, and even narrative scripting. However, the report warns that AI alone does not mitigate risk unless it is applied to a well‑defined audience. As Bain & Co phrased it, AI "lets you scale the wrong bet faster." The firms that will thrive, according to the analysis, are those that commit early to building for a player they can describe in a single sentence, rather than those that simply pour larger budgets or more sophisticated AI pipelines into vague, mass‑market projects.
Player sentiment toward AI in game development has shifted positively over the last twelve months. Forty‑two percent of surveyed gamers said they feel more comfortable with the industry's use of AI than they did a year ago, another 44 percent reported no change, and fewer than one in seven expressed increased discomfort. Acceptance is especially pronounced among teenagers: 59 percent of respondents aged 13‑17 indicated greater comfort with AI this year, while 33 percent said their view remained unchanged.
These findings suggest a window of opportunity for studios concerned about reputational risk. As Bain & Co’s global head of the Video Game sector, Anders Christofferson, observed, the market is now receptive to AI‑enhanced experiences, particularly among the younger cohorts who will shape the industry for the next decade.
Moreover, AI can serve as a powerful analytics engine, helping developers decode engagement patterns, surface the features that resonate with a target audience, and close the feedback loop between creators and players. Personalisation, powered by AI, is already proving its commercial value. Tailored communications, bespoke advertisements, and custom in‑game content can drive higher spend, especially among teen players. The report notes that 86 percent of teenagers admit to spending money on gaming‑related activities each month, compared with just over half of players in their 50s, 36 percent of those in their 60s, and 27 percent of those in their 70s.
These activities 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 web stores are also on the rise.
Nearly half of all gamers reported buying directly from a developer at least once per year, and 27 percent do so repeatedly. The trend is strongest among the youngest segment: 40 percent of 13‑ to 17‑year‑olds made multiple direct purchases in the past year. This shift signals a desire for closer relationships with creators, bypassing traditional platform middlemen. Christofferson summed up the strategic implication for executives: "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 studios pulling ahead are those that have deliberately defined their target audience and aligned every resource—AI tools, distribution channels, and personalisation tactics—behind that singular focus. In summary, the Bain & Co Gaming Report paints a clear picture of a market where depth of focus outweighs breadth of appeal. Success hinges on understanding a narrowly defined player persona, leveraging AI to enhance—not replace—creative vision, and building direct, personalised connections that encourage sustained spending.
As the industry continues to evolve, studios that internalise these lessons are poised to capture the most lucrative slice of the growing gaming pie.