Global revenue from video‑game software has been expanding at a steady compound annual growth rate of roughly 3 % over the past four years, and analysts expect this trajectory to continue for the next four years as well. Despite this healthy market expansion, player behavior remains heavily skewed toward the familiar: about two‑thirds of gamers say they gravitate toward sequels or titles they already know, while only one in five actively seeks out brand‑new releases.
These insights come from Bain & Company’s latest annual Gaming Report, which gathered responses from more than 5,300 players across a wide range of regions and demographics. The survey uncovered a pronounced dissatisfaction with what respondents termed the “unfocused middle” of the market – games that are overly generic, safe, or shallow and therefore fail to capture attention. To illustrate this phenomenon, Bain & Co contrasted the market reception of two recent titles: *Baldur’s Gate 3* and *Concord*. *Baldur’s Gate 3* succeeded by aiming at a narrowly defined audience that craved deep role‑playing experiences, whereas *Concord* entered a saturated hero‑shooter segment and struggled to persuade players already invested in free‑to‑play ecosystems to spend the $40 price tag.
Analyzing public data on 100 games launched since 2023, the consultancy found that 83 % of titles with a clear, focused player‑type strategy achieved commercial success, compared with just 50 % of games that pursued a broader, unfocused approach. This stark difference underscores the value of a well‑defined target audience. Player preferences for game genres are also highly fragmented. When asked which type of experience they preferred – story‑driven narratives, open‑world sandbox or user‑generated content, or competitive multiplayer – no single category attracted more than 26 % of respondents.
About 20 % said their choice depends on mood or that the categories are roughly equal for them, while 17 % indicated they either prefer other types of games or do not fit into any of the listed categories. The report also highlighted two major forces reshaping the industry: escalating player demand and the rapid adoption of generative AI. Younger gamers, in particular, are concentrating more of their playtime on a limited set of platforms, with Roblox singled out as becoming "the centre of gravity for the entire gaming ecosystem" over the past five years.
On the AI front, developers are increasingly leveraging generative technologies to accelerate production pipelines. However, Bain & Co warns that without a precise player target, AI can simply amplify a misguided bet: "It lets you scale the wrong bet faster." The firm 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 rather those that commit early to building for a player profile they can articulate in a single sentence.
Player sentiment toward AI in game development has softened over the last twelve months. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than they did a year ago, another 44 % feel unchanged, and fewer than one in seven express increased discomfort.
Acceptance is especially high among the youngest cohort: 59 % of players aged 13‑17 report greater comfort with AI this year, while 33 % say their view remains 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 noted.
The firm also points out that AI can deepen developers’ understanding of their audiences. Emerging analytics tools can dissect engagement patterns, surface what resonates with specific segments, and create tighter feedback loops between creators and players. These capabilities enable highly personalized experiences, ranging from tailored in‑game offers and communications to bespoke advertising and content recommendations. Bain & Co found that such personalization drives higher spending, especially among teenagers.
In fact, 86 % of teens 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. Gaming‑related expenditures include purchases of new titles, downloadable content, subscription services, and streamer tips, but exclude hardware purchases like consoles or VR headsets.
The report also revealed that nearly half of gamers buy directly from developers’ web stores at least once a year, and 27 % do so repeatedly. This direct‑to‑consumer trend is strongest among younger players: 40 % of those aged 13‑17 reported multiple direct purchases in the past year. "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. "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 personalization alike."