Global revenue from 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 persist for the next four-year horizon. Despite this overall growth, player behavior remains heavily skewed toward the familiar: about two‑thirds of gamers say they prefer sequels or titles they already know, while only one in five actively seeks out brand‑new experiences.
These insights come from Bain & Company’s annual Gaming Report, which gathered responses from more than 5,300 players across a broad range of regions. Survey participants voiced frustration with what the firm calls the "unfocused middle" – games that are overly generic, safe, and lacking depth, making them difficult to distinguish in a crowded marketplace.
To illustrate the contrast, Bain & Co highlighted two recent releases. "Baldur’s Gate 3" succeeded by aiming at a narrowly defined audience that craved deep role‑playing mechanics and narrative complexity. In contrast, "Concord" entered a saturated hero‑shooter segment and struggled to persuade players already entrenched in free‑to‑play ecosystems to spend the $40 price tag. This comparison underscores the report’s central thesis: clear targeting beats broad, unfocused appeal.
Analyzing public data for 100 games launched since 2023, the consultancy found that 83 % of titles with a sharp, player‑type focus reached commercial success, versus just 50 % of those that lacked a specific audience focus. The data suggests that precision in design and marketing dramatically improves a game’s odds of profitability. Player genre preferences are also highly fragmented. When asked which 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.
About 20 % said their preference varies depending on mood or context, while 17 % selected "none of the above" or cited other niche genres. The report also identified two major forces reshaping the industry: rising player demand for deeper engagement and the rapid adoption of generative AI in development pipelines. Younger gamers, in particular, are concentrating their playtime on a smaller 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.
Regarding AI, Bain & Co observed that developers are leveraging generative tools to accelerate production, but without a well‑defined target audience these efficiencies can merely amplify the wrong bet. "It lets you scale the wrong bet faster," the firm warned. The analysts argue that the studios that will thrive are not necessarily those with the deepest pockets or the most sophisticated AI stacks, but those that can articulate their ideal player in a single sentence and commit to that vision earlier than their rivals.
Player sentiment toward AI in game creation has softened over the last year. Forty‑two percent of respondents indicated they feel more comfortable with AI usage now than a year ago, another 44 % said their comfort level is unchanged, and fewer than one in seven expressed increased discomfort. Acceptance is especially high among younger cohorts: 59 % of gamers aged 13‑17 reported greater comfort with AI, while 33 % said their view remained 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 spokesperson noted. The firm also highlighted how AI can deepen player insights. Emerging analytics tools can parse engagement patterns, surface what resonates with a target segment, and create tighter feedback loops between developers and their communities. Personalisation, powered by AI, extends to tailored offers, bespoke communications, targeted advertising, and custom in‑game content.
Bain & Co found that such individualized approaches boost spending, especially among teenagers. Eighty‑six percent of teens reported making monthly purchases related to gaming—whether new titles, downloadable content, subscriptions, or streamer tips—compared with just over half of players in their 50s, 36 % of those in their 60s, and 27 % of those in their 70s. Purchasing behaviour also shows a shift toward direct sales.
Nearly half of gamers reported buying directly from developers’ web stores at least once a year, and 27 % do so repeatedly. This tendency is strongest among the youngest cohort, with 40 % of 13‑ to 17‑year‑olds making 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."