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 another four‑year horizon. Despite this overall growth, player behavior reveals a striking conservatism: about two‑thirds of gamers say they stick to familiar titles or sequels, while only one in five actively looks for brand‑new games.
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 uncovered a pervasive dissatisfaction with what respondents termed the "unfocused middle" of the market – games that are overly generic, safe, and shallow, and therefore fail to capture attention. To illustrate the contrast, Bain & Co highlighted the divergent receptions of two recent releases.
Baldur’s Gate 3 succeeded by honing in on a narrowly defined audience that craved deep role‑playing experiences, whereas the shooter Concord entered an already saturated hero‑shooter arena and struggled to persuade players accustomed to free‑to‑play models to spend a full $40 on the title. When the firm examined public performance data for 100 games launched since 2023, the numbers reinforced the narrative. Focused titles that targeted a specific player segment achieved commercial success in 83 % of cases, while only half of the unfocused, broadly aimed games reached similar profitability. Player preferences for genre and play style are also highly fragmented.
When asked which type of experience they favored – narrative‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer – no single category attracted more than 26 % of respondents. About 20 % indicated that their choice varies with mood or that the categories are roughly equal for them, and 17 % either selected "none of the above" or mentioned other, less common game types. The report also identified two major forces reshaping the industry: escalating player expectations and the rapid adoption of generative AI. Younger gamers, in particular, are concentrating their time on a smaller set of platforms, with Roblox emerging as a central hub that now anchors much of the gaming ecosystem.
Regarding AI, Bain & Co observed that developers are leveraging generative tools to accelerate production pipelines. However, the firm cautioned that AI alone does not mitigate risk unless the underlying player target is crystal clear. As one analyst put it, "AI lets you scale the wrong bet faster." Looking ahead, the consultants predict that the studios that will thrive are not necessarily those with the deepest pockets or the most sophisticated AI stacks.
Instead, success will belong to teams that, early on, define a single‑sentence player persona and align every resource – from design to marketing – around that definition. Player sentiment toward AI in game creation has softened over the past year. Forty‑two percent of survey participants said they feel more comfortable with AI usage than they did twelve months ago, another 44 % said their view remained unchanged, and fewer than one in seven expressed increased discomfort.
The generational split is pronounced. Among respondents aged 13‑17, 59 % reported greater comfort with AI this year, while 33 % said their opinion stayed the same. This suggests that the younger cohort, which will shape the market for the next decade, is more receptive to AI‑enhanced experiences. "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 partner explained.
"AI can also help developers more deeply understand their players. A growing set of tools can analyse engagement patterns, surface what's resonating with a target audience, and enable more effective feedback loops between developer and player community." One practical application of these tools is hyper‑personalised offers – tailored communications, targeted advertisements, and custom content that speak directly to individual gamers.
Bain & Co found that such personalization drives higher spending, especially among teenagers. Indeed, 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. These activities encompass purchases of new games, downloadable content, subscription services, and streamer tips, but exclude hardware such as consoles or VR headsets. The study also highlighted a shift toward direct purchases from developers.
Nearly half of gamers said they buy directly from a developer’s web store at least once a year, and 27 % do so repeatedly. This behavior is most pronounced 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 sector and partner in its Media & Entertainment practice, 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, "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."