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 this momentum to continue for the next four-year period. Despite this healthy growth, player behavior shows a strong preference for familiar experiences: about two‑thirds of gamers say they gravitate toward sequels or titles they already know, while only one in five actively look for brand‑new games. These insights come from Bain & Company’s annual Gaming Report, which collected responses from more than 5,300 players across a broad range of regions. The survey revealed a widespread dissatisfaction with what respondents termed the “unfocused middle” of the market – games that are overly generic, safe, and lack depth, making them difficult to distinguish from the crowd.
To illustrate the contrast, the report compared the market reception of two recent releases. Baldur’s Gate 3 succeeded by aiming at a narrowly defined audience, delivering a deep, narrative‑driven experience that resonated with fans of the franchise and role‑playing enthusiasts. In contrast, Concord entered a saturated hero‑shooter segment and struggled to persuade players who were already invested in free‑to‑play ecosystems to spend $40 on a new title. Bain’s analysis of publicly available data on 100 games launched since 2023 showed a striking disparity: 83 % of titles that were purposefully targeted at a specific player segment achieved commercial success, whereas only half of the unfocused games managed to break even or turn a profit.
Player preferences are also highly fragmented. When asked which type of experience they favored – story‑driven adventures, open‑world sandbox or user‑generated content, or multiplayer competition – no single category captured more than 26 % of respondents. About 20 % indicated that their choice varies depending on mood or that they enjoy multiple genres equally, while 17 % selected “none of the above” or mentioned other, less common game types. The report identified two major forces reshaping the industry: rising player expectations and the growing adoption of generative AI.
Younger gamers, in particular, are spending more time on a narrower set of platforms, with Roblox highlighted as a focal point that has become “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 warns that AI alone does not mitigate risk unless it is applied to a clearly defined target audience. As the firm put it, AI “lets you scale the wrong bet faster.” The companies that will thrive in the coming years will not necessarily be those with the deepest pockets or the most sophisticated AI tools, but those that can articulate their ideal player in a single, concise sentence and commit to serving that audience ahead of their competitors. Player sentiment toward AI in game development has become more positive over the past twelve months.
Forty‑two percent of surveyed gamers now feel more comfortable with AI’s role in the industry than they did a year ago, 44 % remain unchanged, and fewer than one‑seventh report feeling less comfortable. Acceptance is especially high among the youngest cohort: 59 % of players aged 13‑17 say they are more at ease with AI this year, while 33 % say their view has stayed the same.
“Studios that worry about reputational risk from AI should note that the window to act is open, particularly with the audiences that will shape the market over the next decade,” a Bain spokesperson explained. “AI can also help developers understand their players more deeply.
A growing suite of tools can analyze engagement patterns, surface what resonates with a target audience, and enable more effective feedback loops between developers and the community.” These tools enable highly personalized outreach – from bespoke communications and targeted advertising to in‑game content tailored to individual preferences. Bain’s research shows that such personalization drives higher spending, especially among teenagers. Eighty‑six percent 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, subscriptions, and tips for streamers, but exclude hardware such as consoles or VR headsets. The study also found that nearly half of gamers buy directly from developers’ own 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 making multiple purchases from developer stores 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 about reaching the right players, in the right way, and gaining greater ownership of 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 – AI, distribution, personalization – behind that answer.”