The worldwide market for video‑game software has been expanding at an average compound annual growth rate of roughly three percent over the last four years, and analysts expect that momentum to continue for the next four‑year period. Despite this steady fiscal expansion, player behaviour remains heavily tilted toward the familiar: about two‑thirds of gamers say they prefer to stick with known franchises or sequels, while only one in five actively looks for brand‑new releases. These findings 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 revealed a widespread frustration with what respondents dubbed the "unfocused middle" of the market – titles that are overly generic, safe, and lacking in depth, making them easy to overlook. To illustrate the impact of focus, Bain & Co contrasted two recent releases.
"Baldur’s Gate 3" succeeded by honing in on a narrowly defined audience of role‑playing enthusiasts, delivering a deep, narrative‑driven experience that resonated strongly with that group. In contrast, "Concord" entered a saturated hero‑shooter space and struggled to persuade players already committed to free‑to‑play ecosystems to spend a $40 premium price. The comparison underscores a broader pattern: when a game zeroes in on a specific player type, it is far more likely to thrive.
Analyzing public data for 100 titles launched since 2023, Bain found that 83 % of games with a clear, targeted focus reached commercial success, versus just 50 % of those that attempted to appeal to everyone. This gap highlights the risk of trying to be all‑things‑to‑all‑players in a market where preferences are increasingly fragmented. When respondents were asked which type of experience they favoured – story‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer – no single category captured more than 26 % of the vote. About 20 % said their choice varies depending on mood or the specific title, and 17 % indicated they prefer other genres or none of the listed options.
The data paints a picture of a highly diversified audience, each segment seeking something distinct. The report also identified two major forces reshaping the industry: rising player demand for deeper engagement and the rapid adoption of generative AI in development pipelines. Younger gamers, in particular, are concentrating their playtime on a narrower set of platforms, with Roblox highlighted as a "centre of gravity" for the ecosystem over the past five years.
This concentration suggests that capturing attention on a few high‑traffic hubs may be more valuable than spreading resources thinly across many titles. On the AI front, developers are leveraging generative tools to accelerate content creation, but Bain warns that technology alone does not mitigate risk. "Scaling the wrong bet faster" is a real danger if a studio does not first define a precise player persona.
The firm predicts that the winners in the coming years will not necessarily be the studios with the deepest pockets or the most sophisticated AI stacks, but those that can articulate their target audience in a single, concise sentence and commit to serving that group ahead of competitors. Player sentiment toward AI in game development has softened over the last twelve months. Forty‑two percent of survey participants now feel more comfortable with AI usage than they did a year ago, another 44 % remain unchanged, and fewer than one in seven feel less comfortable. Acceptance is especially high among teenagers: 59 % of players aged 13‑17 report increased comfort with AI, while 33 % say their view has stayed the same.
Bain’s analysts argue that this shift opens a window for studios hesitant about reputational risk. "The window to move is open, particularly with the audiences who will define the market over the next decade," said a Bain representative. AI can also provide richer insights into player behaviour. Emerging analytics tools can dissect engagement patterns, surface the elements that resonate most with a target cohort, and create tighter feedback loops between developers and their communities.
Personalisation, powered by AI, is already proving its commercial value. Tailored messaging, bespoke advertising, and content recommendations that speak directly to an individual’s preferences have been shown to boost spending, especially among younger gamers. In the study, 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 buying new titles, in‑game items, subscriptions, and even tipping streamers, but exclude hardware purchases such as consoles or VR headsets.
Direct purchases from developers’ own web stores are also on the rise. 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 most pronounced among the youngest cohort, with 40 % of 13‑ to 17‑year‑olds reporting multiple direct purchases in the past year.
Anders Christofferson, global lead for Bain’s Video Game practice and partner in the Media & Entertainment group, 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 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 answer. In summary, the Bain & Co Gaming Report paints a clear picture: the market rewards focus, embraces AI when it serves a well‑defined audience, and values direct, personalised connections with players.
Studios that internalise these lessons and act swiftly are poised to capture the loyalty—and the spending—of the next generation of gamers.