The global 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 this momentum to continue for another four-year horizon. Despite this overall growth, player behavior remains heavily skewed toward the familiar: about two‑thirds of gamers say they gravitate toward sequels or titles that feel known, while only one in five actively seeks out brand‑new games. These insights come from Bain & Company’s annual Gaming Report, which gathered responses from more than 5,300 players across a broad range of regions and demographics.
The survey highlighted a pervasive sense of disappointment with what the firm termed the "unfocused middle" of the market—games that are overly generic, safe, and shallow, and therefore fail to capture attention. To illustrate the contrast, Bain compared the reception of two recent releases. "Baldur’s Gate 3" succeeded by honing in on a narrowly defined audience that craved deep, narrative‑driven role‑playing experiences.
In contrast, "Concord" entered a saturated hero‑shooter arena and struggled to persuade players already committed to free‑to‑play ecosystems to spend the full $40 price tag. This case study underscores a broader pattern that Bain uncovered when it examined public data on 100 titles launched since 2023. A striking 83 % of games that were sharply targeted at a specific player segment achieved commercial success, whereas only half of the more broadly aimed, unfocused titles hit their revenue goals. Player preferences for game genres are also highly fragmented.
When respondents were asked which type of experience they preferred—story‑driven adventures, open‑world sandbox environments with user‑generated content, or multiplayer competition—no single category captured more than 26 % of the vote. About one‑fifth of gamers said their choice depends on mood or that they treat the three categories as roughly equal, while 17 % indicated they favor other or niche genres. The report identified two major forces reshaping the industry: rising player expectations and the rapid adoption of generative AI.
Younger gamers, in particular, are devoting more of their playtime to a narrower set of platforms, with Roblox singled out as a focal point that has become "the centre of gravity for the entire gaming ecosystem" over the past five years. On the AI front, developers are increasingly leveraging generative tools to accelerate production pipelines. However, Bain cautions that without a clear target audience, AI merely amplifies the speed of a mis‑aligned bet: "it lets you scale the wrong bet faster." The firm argues 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 rather those that can articulate their ideal player in a single, concise sentence and commit to building for that persona ahead of 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 usage in the industry than they did a year ago, another 44 % remain unchanged, and fewer than one in seven respondents report increased discomfort. The trend is especially pronounced among teenagers: 59 % of players aged 13‑17 say they are more at ease with AI this year, while 33 % say their view is unchanged.
Bain’s analysts interpret these findings as a green light for studios hesitant about reputational risk: "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." Moreover, AI can serve as a powerful analytics engine, helping developers decode engagement patterns, surface what resonates with specific cohorts, and tighten feedback loops between creators and communities. Personalisation, powered by AI, is already delivering measurable results. Tailored communications, targeted advertising, and bespoke in‑game content are driving higher spend, especially among younger players.
In fact, 86 % of teenagers reported spending money on gaming‑related activities each month, compared with just over half of gamers in their 50s, 36 % of those in their 60s, and 27 % of players in their 70s. These activities encompass purchases of new titles, downloadable content, subscriptions, and streamer tips, but exclude hardware such as consoles or VR headsets.
Direct purchases from developers’ own storefronts are also gaining traction. Nearly half of all gamers buy directly from a studio’s web store at least once a year, and 27 % do so repeatedly. The propensity for direct buying is strongest among the youngest cohort, with 40 % of 13‑ to 17‑year‑olds reporting multiple direct purchases in the past twelve months.
Anders Christofferson, global lead for Bain’s Video Game sector and partner in its Media & Entertainment practice, summed up the strategic shift: "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, "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 personalisation alike."