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 this momentum to persist for the next four-year horizon. Yet, despite this healthy financial trajectory, player behavior reveals a strong preference for the familiar: two‑thirds of surveyed gamers say they gravitate toward known franchises or sequels, while merely one in five actively seeks out brand‑new titles. These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 players across diverse regions. The data paints a picture of a community that is increasingly dissatisfied with what the firm describes as the "unfocused middle" of the market – games that are overly generic, safe, and lacking depth, and therefore fail to capture lasting interest.
To illustrate the impact of focus, Bain & Co contrasted two recent releases. "Baldur’s Gate 3" succeeded by targeting a narrowly defined, highly engaged audience that craved deep role‑playing experiences.
In contrast, "Concord" entered an already saturated hero‑shooter arena and struggled to persuade players, many of whom were already invested in free‑to‑play ecosystems, to spend the full $40 price tag. This juxtaposition underscores a broader trend: when developers hone in on a specific player archetype, they dramatically improve their odds of commercial success.
Indeed, an analysis of public performance data for 100 games launched since 2023 showed that 83 % of titles with a clear, focused positioning achieved profitable outcomes, versus just 50 % of those that took a more generalized approach. The report also highlighted the fragmentation of genre preferences.
When asked which type of experience they favored – narrative‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer – no single category captured more than 26 % of respondents. About one‑fifth of players indicated that their preference shifts with mood or that they treat the categories as roughly equal, while 17 % either selected "none of the above" or cited other, less common game types.
Beyond player taste, Bain & Co identified two major forces reshaping the industry: rising demand from a younger, more concentrated player base and the rapid adoption of generative AI in development pipelines. The report notes that younger gamers are devoting more of their leisure time to a relatively narrow set of platforms, with Roblox singled out as the "centre of gravity for the entire gaming ecosystem" over the past five years. This concentration amplifies the importance of understanding and serving a well‑defined audience. Generative AI, meanwhile, is being leveraged to accelerate content creation, but the firm warns that technology alone does not mitigate risk.
"Scaling the wrong bet faster" is a danger when developers apply AI without a clear target player in mind. Bain & Co predicts that the studios that will thrive in the coming years will not necessarily be those with the deepest pockets or the most sophisticated AI tools, but those that can articulate their ideal player in a single, concise sentence and commit to that vision earlier than their rivals.
Player sentiment toward AI in game development has softened over the past year. Forty‑two percent of respondents said they feel more comfortable with AI use in games than they did twelve months ago, another 44 % reported unchanged comfort levels, and fewer than one in seven expressed increased discomfort.
Acceptance is especially pronounced among younger cohorts: 59 % of gamers aged 13‑17 indicated greater comfort with AI this year, while 33 % said their view remained 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," a Bain & Co spokesperson explained.
The firm also highlighted AI’s potential to deepen player insights. Emerging analytical tools can dissect engagement patterns, surface the elements that resonate most with a target demographic, and create tighter feedback loops between developers and their communities. Personalisation is a key outcome of these insights.
Tailored communications, bespoke advertising, and customized in‑game content can drive higher spend, especially among teenage players. The report found that 86 % of teenagers report monthly expenditures on gaming‑related activities, compared with just over half of those in their 50s, 36 % of players in their 60s, and 27 % of those in their 70s. These activities encompass purchases of new titles, downloadable content, subscription services, and streamer tips, but exclude hardware such as consoles or VR headsets. Direct‑to‑consumer sales are also on the rise.
Nearly half of gamers purchase at least once a year from a developer’s own web store, and 27 % do so repeatedly. The trend is strongest among the youngest segment: 40 % of 13‑ to 17‑year‑olds reported multiple direct purchases in the past twelve months. "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," said Anders Christofferson, global lead of Bain & Co’s Video Game sector and partner in its Media & Entertainment practice. 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."