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 continue for at least another four‑year period. Despite this healthy macro‑trend, player behaviour remains heavily weighted toward the familiar: two‑thirds of surveyed gamers say they gravitate toward sequels or titles they already know, while only about 20 % actively look for brand‑new experiences. These insights come from Bain & Company’s latest annual Gaming Report, which collected responses from more than 5,300 players across a broad range of regions and demographics.
The questionnaire revealed a widespread frustration with what the firm calls the “unfocused middle” of the market – games that are overly generic, safe, and shallow, and therefore fail to capture attention. To illustrate the point, Bain compared the market reception of two recent releases: *Baldur’s Gate 3* and *Concord*.
*Baldur’s Gate 3* succeeded by aiming at a narrowly defined audience of role‑playing enthusiasts, delivering deep narrative and complex mechanics that resonated with that segment. In contrast, *Concord* entered an already saturated hero‑shooter space and struggled to persuade players who were accustomed to free‑to‑play models to spend a $40 premium price.
The contrast underscores a broader pattern identified by the consultancy: when developers concentrate on a specific player archetype, they are far more likely to see commercial success. Bain’s analysis of public data covering 100 titles launched since 2023 supports this claim.
Focused games – those built with a clear, singular player persona in mind – achieved profitable outcomes in 83 % of cases, whereas unfocused titles managed only a 50 % success rate. This gap highlights the risk of trying to please everyone; a well‑defined target audience appears to be the key driver of revenue.
Player preferences for game genres are also highly fragmented. When asked which type of experience they preferred – narrative‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer – no single category captured more than 26 % of respondents. About one‑fifth of players said their choice depends on mood or that they value all three equally, while 17 % indicated they favor other or niche genres.
The data paints a picture of a market where tastes are dispersed rather than consolidated. The report also flags two major forces reshaping the industry: escalating player expectations and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are spending increasing amounts of time on a limited set of platforms such as Roblox, which Bain describes as becoming "the centre of gravity for the entire gaming ecosystem" over the past five years. This concentration of attention raises the stakes for developers seeking to capture those high‑value users.
On the AI front, developers are leveraging generative tools to accelerate production pipelines, create assets, and even draft narrative elements. However, Bain cautions that AI alone does not mitigate risk unless it is directed toward a well‑defined player.
As one executive put it, "it lets you scale the wrong bet faster." The firms that will thrive, according to the consultancy, are not necessarily those with the deepest pockets or the most sophisticated AI stacks, but those that commit early to building for a player they can describe in a single sentence. Player sentiment toward AI in game development has softened over the past year.
Forty‑two percent of respondents now feel more comfortable with AI usage than they did twelve months ago, another 44 % are unchanged, and fewer than one in seven feel less comfortable. Acceptance is especially pronounced among teenagers: 59 % of players aged 13‑17 report increased comfort with AI, while 33 % say their view remains the same. Bain interprets these findings as a green light for studios worried about reputational risk.
"The window to move is open, particularly with the audiences who will define the market over the next decade," said a senior Bain partner. AI can also serve as a powerful analytics engine, helping developers decode engagement patterns, surface what resonates with a target cohort, and close the feedback loop between creators and communities. Personalisation is another lever highlighted in the report. Tailored communications, targeted advertisements, and bespoke in‑game content can boost spend, especially among younger players.
Indeed, 86 % of teenagers reported spending money on gaming‑related activities 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 activities encompass buying new titles, downloadable content, subscriptions, and even tips for streamers, but exclude hardware purchases such as consoles or VR headsets.
Direct‑to‑developer sales are also gaining traction. Nearly half of gamers said they buy directly from a developer’s web store at least once a year, and 27 % do so repeatedly. The trend 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 studios pulling ahead are those that have deliberately chosen who they are building for and aligned every resource – from AI tools to distribution channels to personalisation tactics – behind that single, clear answer.