The global market for video‑game software has been expanding at a steady compound annual growth rate of roughly three percent over the past four years, and analysts expect that momentum to continue for the next four‑year horizon. Despite this healthy macro‑trend, player behaviour remains heavily tilted toward the familiar.
In fact, two‑thirds of surveyed gamers say they gravitate toward sequels or titles that feel known, while only one out of five actively seeks out brand‑new experiences. These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 individuals across a wide range of regions, age groups, and gaming platforms. The survey asked participants about their preferences, frustrations, and expectations, and the answers paint a nuanced picture of a market that is both growing and increasingly selective. One recurring theme among respondents was a strong dislike for what the report calls the "unfocused middle" – games that are perceived as overly generic, safe, or shallow.
Players feel that such titles fail to stand out in an increasingly crowded catalogue and often deliver a diluted experience. To illustrate this point, Bain & Co highlighted the contrasting receptions of 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 who value deep narrative, tactical combat, and high production values. By targeting this specific segment, the game generated strong word‑of‑mouth and high engagement. In contrast, *Concord* entered a saturated hero‑shooter market and struggled to persuade players who were already invested in free‑to‑play ecosystems to spend a full $40 on a new purchase.
The comparison underscores the importance of a clear player‑persona focus. Bain’s analysis of publicly available data on 100 titles launched since 2023 reinforces this observation.
Of the games that were deliberately aimed at a distinct player type, 83 % achieved commercial success, whereas only half of the more broadly aimed, unfocused titles reached profitability. This disparity suggests that specificity in design and marketing can dramatically improve a title’s odds of financial viability.
Player preferences for genre and experience are also highly fragmented. When asked to choose between story‑driven adventures, open‑world sandbox or user‑generated content experiences, and multiplayer‑centric games, no single category captured more than 26 % of the vote. About 20 % of respondents said their choice depends on mood or that they view the categories as roughly equal, while 17 % indicated they prefer other or niche types of games. The report also identified two overarching pressures reshaping the industry: rising player demand for deeper, more personalized experiences, and the rapid adoption of generative AI technologies in game development.
Younger gamers, in particular, are concentrating their playtime on a narrower set of platforms—Roblox being a prime example. Bain describes Roblox as having become "the centre of gravity for the entire gaming ecosystem" over the last five years, reflecting a shift toward a few high‑engagement hubs rather than a broad spread across many titles.
On the AI front, developers are leveraging generative tools to accelerate content creation, level design, and even narrative scripting. However, Bain warns that AI alone does not mitigate risk if the underlying player target is vague: "it lets you scale the wrong bet faster." The firm argues that the studios that will thrive are those that can articulate their ideal player in a single sentence and commit to that vision earlier than their rivals, regardless of budget size or AI sophistication. Player sentiment toward AI in game development has softened over the past year.
Forty‑two percent of respondents now feel more comfortable with AI’s role in the industry than they did twelve months ago, another 44 % remain unchanged, and fewer than one in seven feel less comfortable. Acceptance is especially high among the 13‑to‑17 age cohort, with 59 % indicating increased comfort and 33 % reporting no change.
Bain’s senior partner Anders Christofferson summed up the strategic implication: "The question for gaming executives is no longer solely about reaching more players. It’s about reaching the right players, in the right way, and gaining greater ownership of that relationship." He added that studios pulling ahead are those that have made a deliberate decision about who they are building for and have aligned AI, distribution, and personalization efforts around that decision. Personalization, powered by AI‑driven analytics, is already showing tangible results. Tools that dissect engagement patterns can surface what resonates with a target audience and create tighter feedback loops between developers and their communities.
This capability enables highly tailored offers—customized communications, targeted advertisements, and bespoke in‑game content—that boost spending, particularly among teenage gamers. Indeed, the report notes that 86 % of teenagers report 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 purchases of new games, downloadable content, subscriptions, 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 buy directly from a developer at least once a year, and 27 % do so repeatedly. The propensity to buy directly is strongest among younger players; 40 % of those aged 13‑17 reported multiple direct purchases in the past twelve months. In summary, Bain & Co’s findings suggest that the future of the gaming industry will be shaped by three interlocking forces: a continued macro‑level revenue growth, a player base that prefers focused, well‑defined experiences, and the strategic use of AI to both accelerate development and deepen personalization.
Studios that can clearly define their target audience, harness AI to serve that audience efficiently, and build direct relationships with players are poised to capture a larger share of the expanding market.