Revenue from global gaming software has been climbing at an average annual rate of roughly three percent for the past four years, and analysts project that this moderate growth will persist for another four‑year stretch. Yet, despite the expanding market, player behavior remains heavily skewed toward the familiar: about two‑thirds of gamers say they stick with known franchises or sequels, and only one in five actively look for brand‑new titles.
These insights come from the latest edition of Bain & Company’s annual Gaming Report, which gathered responses from more than 5,300 players across a variety of regions and age groups. The survey highlighted a pronounced dissatisfaction with what respondents termed the "unfocused middle" of the market – games that are overly generic, safe, and lacking distinctive depth. To illustrate the impact of focus versus breadth, Bain compared the reception of two very different releases. Baldur’s Gate 3 succeeded by honing in on a clearly defined audience of role‑playing enthusiasts, delivering a deep, narrative‑driven experience that resonated strongly with its target segment.
By contrast, the hero‑shooter Concord entered an already crowded arena dominated by free‑to‑play titles and struggled to convince players to part with a $40 price tag, illustrating how a lack of clear positioning can hamper commercial performance. Analyzing public data on a sample of 100 titles launched since 2023, the consulting firm found that 83 % of games that were purposefully aimed at a specific player profile achieved commercial success, versus just 50 % of those that adopted a broader, less defined approach. This stark difference underscores the value of strategic focus in an industry where player preferences are increasingly fragmented. When asked about the type of experience they most enjoy – story‑driven adventures, open‑world sandbox or user‑generated content, or multiplayer competition – no single category captured more than 26 % of respondents.
Twenty percent indicated that their preference shifts depending on mood or context, and 17 % selected "none of the above" or provided alternative categories, highlighting the diverse and fluid nature of modern gaming tastes. The report also identified two major forces reshaping the sector: rising player expectations and the rapid adoption of generative AI. Younger gamers, in particular, are concentrating more of their playtime on a narrower set of platforms such as Roblox, which Bain describes as having become the "center of gravity for the entire gaming ecosystem" over the past five years.
Regarding AI, developers are leveraging generative tools to accelerate production pipelines, but the consultancy warns that technology alone does not mitigate risk without a defined audience. As one analyst put it, AI "lets you scale the wrong bet faster." The firms that will pull ahead in the coming years are unlikely to be those with the deepest pockets or the most sophisticated AI suites; instead, they will be the studios that can articulate their target player in a single, concise sentence and align all resources – from design to distribution – around that vision. Player sentiment toward AI in game creation has softened over the last twelve months.
Forty‑two percent of respondents said they feel more comfortable with AI’s role in the industry than a year ago, an equal 44 % reported no change, and fewer than one‑seventh expressed increased discomfort. The shift is especially notable among teenagers: 59 % of those aged 13‑17 indicated a higher comfort level, while 33 % said their view remained unchanged. "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 spokesperson noted.
The firm also highlighted how AI can deepen developers’ understanding of their audiences. Emerging analytics tools can parse engagement patterns, surface the elements that resonate most with specific player groups, and create tighter feedback loops between creators and the community. Personalization is another key outcome of AI‑driven insights. Tailored communications, targeted advertisements, and bespoke in‑game content can increase player spend, especially among younger demographics.
The report found that 86 % of teenagers 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 players in their 70s. These activities encompass purchasing new titles, downloadable content, subscription services, and tips for streamers, but exclude hardware purchases such as consoles or VR headsets. Direct purchases from developers’ own storefronts are also gaining traction.
Nearly half of gamers reported buying at least once a year straight from a developer’s website, and 27 % said they do so repeatedly. The propensity for direct buying is strongest among the youngest cohort: 40 % of 13‑ to 17‑year‑olds reported multiple direct purchases over 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’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."