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 the next four-year period. Despite this healthy macro‑level growth, the habits of individual players reveal a striking reluctance to venture beyond familiar territory.
According to Bain & Company’s latest annual Gaming Report – which collected responses from more than 5,300 gamers across the globe – about two‑thirds of players gravitate toward titles they already know, such as sequels or established franchises, while only one in five actively seeks out brand‑new releases. The survey participants voiced a particular frustration with what the researchers called the "unfocused middle" of the market. These are games that play it safe, offering shallow experiences that lack a distinctive identity and therefore fail to capture attention. To illustrate this phenomenon, Bain & Co contrasted the market reception of two recent releases: Baldur’s Gate 3 and Concord.
Baldur’s Gate 3 succeeded by zeroing in on a narrowly defined audience that appreciated deep role‑playing mechanics and narrative depth. In contrast, Concord entered an already saturated hero‑shooter segment and struggled to persuade players, many of whom were already invested in free‑to‑play ecosystems, to spend the full $40 price tag. When the firm examined public data on the performance of 100 games launched since 2023, the pattern became even clearer.
Focused titles that targeted a specific player persona achieved commercial success in 83 % of cases, whereas only half of the more generic, unfocused games reached a comparable level of profitability. This suggests that a clear, well‑defined audience is a stronger predictor of financial results than sheer marketing spend or production scale. Player preferences for genre also appear highly fragmented. The report asked respondents to choose between three broad experience types – story‑driven adventures, open‑world sandbox or user‑generated content, and multiplayer competitive play.
No single category attracted more than 26 % of the vote. About one‑fifth of gamers said their preference shifts depending on mood or that they treat the categories as roughly equal, while 17 % either selected "none of the above" or mentioned other niche genres.
This dispersion underscores the difficulty of designing a one‑size‑fits‑all product in today’s diverse gaming landscape. Bain & Co also highlighted two major forces reshaping the industry: rising player expectations and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox cited as a prime example.
The consultancy described Roblox as having become "the centre of gravity for the entire gaming ecosystem" over the past five years, drawing massive daily engagement and influencing broader market trends. On the AI front, developers are increasingly 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‑targeted concept. As Bain & Co phrased it, AI "lets you scale the wrong bet faster" if the underlying player profile is vague.
The firms that will thrive, the analysts argue, are those that commit early – before competitors – to building a game that can be described succinctly in a single sentence, such as "a tactical sci‑fi shooter for competitive e‑sports fans" or "a heartfelt adventure for story‑driven solo players." Player sentiment toward AI in game development has softened over the past year. Forty‑two percent of respondents indicated they feel more comfortable with AI usage now than they did twelve months ago, while 44 % said their comfort level remained unchanged. Fewer than one in seven expressed increased discomfort. The shift is especially pronounced among teenagers: 59 % of players aged 13‑17 reported greater acceptance of AI, compared with 33 % whose views stayed 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," said Bain & Co. The consultancy added that AI can also deepen developers’ understanding of their audiences. A growing toolbox of analytics platforms can parse engagement patterns, surface the features that resonate most, and create tighter feedback loops between creators and communities. Personalisation is another lever that the report found to be especially effective with younger gamers.
Tailored communications, targeted advertisements, and bespoke in‑game content can boost spending. 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. These activities encompass purchasing new titles, buying downloadable content, subscribing to services, and tipping streamers, but exclude hardware purchases such as consoles or VR headsets.
Direct purchases from developers’ own web stores also play a significant role. Nearly half of all gamers said they buy directly from a developer 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 making multiple direct purchases in the past twelve months.
Anders Christofferson, global lead for Bain & Co’s Video Game sector and partner in its 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 made a deliberate choice about who they are building for and have aligned every resource – from AI tools to distribution channels to personalisation strategies – behind that single, focused answer. In summary, the Bain & Co report paints a picture of an industry at a crossroads.
While overall revenue continues to climb, the path to sustainable success lies in narrowing focus, leveraging AI responsibly, and cultivating deep, personalised connections with clearly defined player segments. Companies that can marry a sharp audience definition with the efficiencies offered by generative AI are poised to capture both higher engagement and stronger financial returns in the years ahead.