The global market for video‑game software has been expanding at a modest but steady compound annual growth rate of roughly three percent over the last four years, and analysts expect that trajectory to hold steady for the next four‑year period. Despite this overall growth, player behavior remains heavily skewed toward the familiar. Two‑thirds of respondents in a recent worldwide survey said they prefer titles they already know—sequels, franchises, or games that feel similar to past experiences—while only one in five actively looks for brand‑new releases. These insights come from Bain & Company’s annual Gaming Report, which gathered responses from more than 5,300 gamers across a broad range of regions, ages, and platforms.
The data paint a picture of a market where the “middle” of the product spectrum—games that are generic, safe, and lack a distinctive identity—fails to capture enthusiasm. Participants described this middle ground as "unfocused" and expressed disappointment when a title does not stand out.
To illustrate the impact of focus, Bain & Co contrasted the reception of two recent releases: Baldur’s Gate 3 and Concord. Baldur’s Gate 3 succeeded by targeting a narrowly defined audience of role‑playing enthusiasts, delivering deep narrative and mechanics that resonated strongly with that segment. Concord, on the other hand, entered an already saturated hero‑shooter space and struggled to persuade players who were accustomed to free‑to‑play models to spend a $40 upfront price. The comparison underscores how a clear, specific player‑persona can be a decisive advantage.
When the firm examined public performance data for 100 titles launched since 2023, the pattern held firm. Focused games—those built for a well‑defined player type—achieved commercial success in 83 % of cases, whereas unfocused titles managed a success rate of only 50 %. This disparity suggests that market success is less about budget size or production polish and more about aligning a product with a precise audience.
Player preferences for genre also appear fragmented. When asked to choose between story‑driven experiences, open‑world sandbox or user‑generated content, and multiplayer‑centric games, no single category captured more than 26 % of votes. About one‑fifth of respondents said their preference depends on mood or that the categories are roughly equal for them, and 17 % indicated they favor other types of gameplay not listed. The report also highlighted two macro‑level pressures reshaping the industry: escalating player demand and the rapid adoption of generative AI.
Younger gamers, in particular, are concentrating their time on a narrower set of platforms—Roblox being a prime example. Bain & Co describes Roblox as having become "the centre of gravity for the entire gaming ecosystem" over the past five years, drawing a disproportionate share of attention and spending. On the AI front, developers are leveraging generative tools to accelerate content creation, level design, and even narrative scripting.
However, the firm warns that AI alone does not mitigate risk unless the underlying product vision is clear. "It lets you scale the wrong bet faster," the report states, emphasizing that technology can amplify both good and bad decisions. According to Bain & Co, the studios that will thrive in the coming years are not necessarily those with the deepest pockets or the most sophisticated AI pipelines. Instead, they will be the teams that can articulate their target player in a single, concise sentence and commit to that vision earlier than their rivals.
This focus enables them to harness AI, distribution channels, and personalization tactics in a cohesive manner. Player sentiment toward AI in game development has shifted positively over the last twelve months. Forty‑two percent of surveyed gamers say they feel more comfortable with AI usage now than a year ago, another 44 % feel unchanged, and fewer than one‑in‑seven are less comfortable. The trend is strongest among teenagers: 59 % of players aged 13‑17 report increased comfort with AI, while 33 % say their opinion remains the same.
Bain & Co interprets these findings as a green light for studios worried about reputational risk: the window to adopt AI responsibly is open, especially with the younger cohorts who will shape the market for the next decade. Moreover, AI can serve as a powerful analytics engine, helping developers decode engagement patterns, surface what resonates with a target audience, and close the feedback loop between creators and players.
Personalization is another lever that can boost revenue. Tailored communications, targeted advertisements, and bespoke in‑game content have been shown to increase spending, particularly among teen gamers. 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. Gaming‑related expenditures encompass new game purchases, downloadable content, subscriptions, and streamer tips, 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 gamers buy directly from a developer at least once a year, and 27 % do so repeatedly. The behavior is most pronounced among younger players: 40 % of those aged 13‑17 reported multiple direct purchases in the past year. Anders Christofferson, global lead for Bain & Co’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 that pull ahead are those that have deliberately chosen who they are building for and have aligned every resource—AI, distribution, personalization—to serve that specific audience.