The worldwide market for gaming software has been expanding at an average compound annual growth rate of roughly three percent over the last four years, and analysts expect this trajectory to hold steady for the next four-year period. Yet, despite this steady financial climb, player behavior tells a different story: about two‑thirds of gamers stick to familiar franchises 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 revealed a pronounced dissatisfaction with what respondents termed the "unfocused middle" of the market – titles that are overly generic, safe, and lacking in depth, making it difficult for them to stand out in a crowded shelf. To illustrate the impact of focus, Bain & Co contrasted 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 group. In contrast, "Concord" entered an already saturated hero‑shooter arena 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 segment rather than trying to appeal to everyone. When the firm examined public data for 100 titles launched since 2023, the numbers were striking: 83 % of games that pursued a focused strategy—aimed at a clearly identified player type—reached commercial success, whereas only half of the unfocused, broadly‑targeted titles hit comparable sales milestones. Player preferences for game genres are also highly fragmented.
When asked to choose between story‑driven experiences, open sandbox or user‑generated content, and multiplayer‑focused games, no single category attracted more than 26 % of respondents. About 20 % said their choice varies depending on mood or that they treat the categories as roughly equal, while 17 % indicated they prefer other types of gameplay not listed in the survey. The report also highlighted two major forces reshaping the industry: growing player expectations and the rapid adoption of generative AI technologies.
Younger gamers, in particular, are concentrating their playtime on a smaller set of platforms—Roblox being a prime example. Bain & Co describes Roblox as having become "the centre of gravity for the entire gaming ecosystem over the past five years," reflecting its outsized influence on player habits and spending patterns. On the AI front, developers are increasingly leveraging generative tools to accelerate production pipelines. However, the firm warns that AI alone does not mitigate risk if the underlying player target is vague: "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 the ones with the deepest pockets or the most sophisticated AI stacks.
Instead, success will belong to those who, early on, can articulate their ideal player in a single, concise sentence and align all resources—including AI, distribution, and personalization—around that vision. Consumer sentiment toward AI in game development has softened over the past twelve months. Forty‑two percent of surveyed players now feel more comfortable with AI’s role in the industry than they did a year ago, 44 % remain unchanged, and fewer than one in seven have become less comfortable. The trend is especially pronounced among teens: 59 % of respondents aged 13‑17 report increased comfort with AI, while 33 % say their opinion has stayed 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," said a Bain & Co spokesperson. The firm also notes that AI can deepen developers’ understanding of their audiences. Emerging analytics tools can track engagement patterns, surface what resonates with a target demographic, and create tighter feedback loops between creators and the player community.
Personalization, powered by AI, extends beyond analytics. Tailored communications, targeted advertisements, and bespoke in‑game content can be delivered to individual players, driving higher spend—especially among younger gamers. 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 those in their 70s. These activities encompass purchases of new titles, downloadable content, subscriptions, and streamer tips, but exclude hardware such as consoles or VR headsets.
Direct purchases from developers’ own web stores are also on the rise. Nearly half of gamers said they buy directly from a developer at least once a year, and 27 % do so repeatedly. The behavior is most evident among the youngest cohort: 40 % of players aged 13‑17 reported multiple direct purchases in the past year. Anders Christofferson, global lead for Bain & Co’s Video Game sector and partner in its Media & Entertainment practice, 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. 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."