Bain Report Says Players Are Sticking With Familiar Games as Growth Stays Modest

Global gaming software revenue has grown about 3% per year over the last four years, and Bain & Company expects that pace to hold for the next four. But its latest annual Gaming Report points to a tougher problem for studios: most players aren’t actively looking for something new.

The firm surveyed more than 5,300 players worldwide and found that two-thirds prefer familiar games or sequels. Only one in five said they seek out new titles. Bain also argues that players are losing patience with what it calls the “unfocused middle,” meaning games that feel too safe or too generic to stand out.

To make that point, the report compares Baldur’s Gate 3 with Concord. Bain says Baldur’s Gate 3 worked because it went after a very specific audience, while Concord struggled in a crowded hero shooter space where many players were already committed to free-to-play options and had to be convinced to pay $40.

Bain analyzed public data from 100 games released since 2023 and found that 83% of “focused” games aimed at a clear player type reached commercial success, compared with 50% of less focused releases. Player tastes are split, too. When asked whether they preferred story-driven games, open sandbox or user-generated content games, or multiplayer, no category topped 26%.

The report also looks at generative AI. Player concern appears to be easing: 42% of respondents said they’re more comfortable with AI use in game development than they were a year ago, 44% said their view hadn’t changed, and fewer than one in seven said they’re less comfortable. Among players ages 13 to 17, 59% said they’re more comfortable with it now.

Bain’s broader takeaway is that AI won’t fix a poorly aimed project. The firm says studios still need to know exactly who they’re making a game for, especially as players spend more time in a smaller set of games and platforms like Roblox.

The report also notes that younger players are spending more often. Bain says 86% of teenagers spend money each month on gaming-related activity, including games, in-game content, subscriptions, and streamer tips. Nearly half of all players buy directly from developer web stores at least once a year, with repeat direct purchases highest among ages 13 to 17.