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 that momentum to persist for the next four-year horizon. Despite this overall growth, player behavior remains heavily skewed 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 experiences. These insights 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 highlighted a pervasive sense of disappointment with what the firm calls the "unfocused middle" of the market – titles that are overly generic, play it safe, and lack the depth needed to stand out in a crowded library. To illustrate the contrast, Bain compared the market reception of two recent releases. "Baldur’s Gate 3" succeeded by zeroing in on a narrowly defined audience of role‑playing enthusiasts, delivering a deep, narrative‑driven experience that resonated strongly with that segment. By contrast, "Concord" entered an already saturated hero‑shooter space and struggled to persuade players who were accustomed to free‑to‑play models to spend a full $40 on the game.
The comparison underscores the advantage of targeting a specific player archetype rather than trying to appeal to everyone. When the firm examined public data for 100 titles launched since 2023, the numbers reinforced this point: 83 % of games that pursued a focused strategy – meaning they were built for a clearly identified player type – achieved commercial success, whereas only half of the unfocused, broadly aimed titles reached similar financial outcomes. Player preferences for game genres are also highly fragmented. When respondents were asked which type of experience they most enjoy – 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 that they treat the categories as roughly equal, while 17 % selected "none of the above" or listed other niche preferences. The report identified two major forces reshaping the industry today: escalating player expectations and the rapid adoption of generative artificial intelligence. Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms, with Roblox singled out as a central hub that has become "the gravity centre of the entire gaming ecosystem" over the past five years.
On the AI front, developers are leveraging generative tools to accelerate production pipelines, but Bain warns that without a well‑defined target audience, AI can simply amplify a misguided bet. As the firm put it, "it lets you scale the wrong bet faster." The analysts argue that the studios that will thrive in the coming years won’t necessarily be those with the deepest pockets or the most sophisticated AI stacks. Instead, success will belong to teams that can articulate their ideal player in a single sentence and commit to that vision earlier than their rivals. Player sentiment toward AI in game development has softened over the last twelve months.
Forty‑two percent of survey participants indicated they feel more comfortable with AI usage in games than they did a year ago, another 44 % said their comfort level remained unchanged, and fewer than one in seven expressed increased discomfort. The trend is especially pronounced among teenagers: 59 % of respondents aged 13‑17 reported greater acceptance of AI this year, while 33 % said their view stayed the same. Bain’s analysts see this as a window of opportunity for studios worried about reputational risk.
"For studios concerned that AI adoption could alienate their player base, the data suggests the window to move is open, particularly with the audiences who will define the market over the next decade," the report states. Beyond risk mitigation, AI can also deepen developers’ understanding of their audiences.
A growing suite of analytical tools can parse engagement patterns, surface the elements that resonate most with a target segment, and create tighter feedback loops between creators and players. This capability opens the door to highly personalized experiences – from bespoke marketing messages and advertisements to in‑game content tailored to individual tastes. Personalization appears to have a tangible impact on spending. The study found that teenagers are the most active spenders: 86 % of players aged 13‑17 reported making at least one gaming‑related purchase each month, compared with just over half of those in their 50s, 36 % of those in their 60s, and 27 % of players in their 70s.
These purchases encompass new game titles, downloadable content, subscription services, and even tips for streamers, but they 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 said they buy directly from a developer at least once a year, and 27 % do so repeatedly. The propensity to buy straight from the source is strongest 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 division, 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 that studios that are pulling ahead are those that have deliberately chosen who they are building for and aligned every resource – from AI tools to distribution channels to personalization tactics – behind that single, clear answer.