Bain & Co: Research shows only one in five players seek out new titles
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. Read more
Bain & Co's annual Gaming Report reveals that player preferences for new titles are scarce, with only one in five players actively seeking fresh games. The remaining two-thirds of gamers prefer familiar titles or sequels. This trend is backed by the company's survey of over 5,300 global players, which revealed that respondents found the middle ground of games to be unsatisfying due to their generic, safe, and shallow nature.
The report compares the reception of two games, Baldur's Gate 3 and Concord. While Baldur's Gate 3 attracted players through its highly specific target audience, Concord struggled in a crowded hero-shooter market and failed to convince players to purchase its $40 price tag.
Bain & Co analyzed data from 100 titles released since 2023 and discovered that 83% of focused games targeted at a specific player type succeeded commercially, compared to just 50% of unfocused titles. This indicates that player genre preferences are fragmented, with no single type surpassing 26% in popularity. Respondents were asked to choose between story-driven, open sandbox/user-generated content, and multiplayer experiences, but no option exceeded 26% in preference.
The report also highlights two major pressures on the gaming industry: rising player demand and the adoption of generative AI. Younger gamers, particularly those aged 13-17, are spending more time on a smaller selection of games, with Roblox becoming a dominant force in the gaming ecosystem. Regarding generative AI, developers are using it to speed up game production, but without a clear target player, it does not reduce risk; instead, it allows developers to scale the wrong bet faster.
Bain & Co emphasizes that successful developers over the next few years will not be those with the largest budgets or the most advanced AI capabilities. Instead, they will be those that commit earlier than their competitors to building for a specific player they can describe in a single sentence. Player sentiment towards generative AI in game development has improved over the past year, with 42% of respondents feeling more comfortable with the industry's use of AI compared to a year ago, while 44% remained indifferent and fewer than one in seven felt less comfortable.
Written by urgent.news from GamesIndustry's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
