Firm's report also found that focused games are more likely to find commercial success than safe, generic ones

Global gaming software revenue has grown at a compound annual rate of 3% over the past four years and is expected to continue at this pace for the next four years. But two-thirds of players prefer familiar games or sequels, and only one in five seek new titles.

This is according to Bain & Company's annual Gaming Report, which surveyed over 5,300 players worldwide.

Respondents expressed dissatisfaction with the "unfocused middle," referring to games that are too generic, safe, and shallow to stand out. To illustrate this, Bain & Co compared the receptions of Baldur's Gate 3 and Concord.

Baldur's Gate 3 attracted players by targeting "a highly specific target audience," while Concord entered "a crowded hero-shooter market and had trouble convincing players already invested in free-to-play games to make the $40 purchase."

Bain & Co analysed public data on 100 titles released since 2023 and found that 83% of focused games targeting a specific player type achieved commercial success, compared to 50% of unfocused titles.

Player genre preferences are also fragmented. When asked which experience they preferred – story-driven, open sandbox/user-generated content, or multiplayer – no single type exceeded 26%.

20% said these categories are roughly equal or mood-dependent on whether they'll play a certain game, while 17% expressed none or other game types.

Bain & Co also identified two major pressures on the games industry in recent years: rising player demand and the adoption of generative AI.

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