THE global gaming industry is shifting away from mass-market strategies as player preferences, spending and distribution habits become increasingly fragmented, according to Bain & Company’s 2026 Gaming Report.
The report, based in part on a June 2026 survey of 5,339 gamers worldwide, found that no single gaming experience appeals to more than 26 percent of players. The most active 20 percent of gamers account for almost 60 percent of total playing time, while the top 20 percent of spenders account for 73 percent of total spending.
“The easily defined gamer no longer exists,” Bain said in the report, noting that preferences vary by age, geography, taste and spending level.
The report found that two-thirds of gamers prefer sequels, games similar to their current favorites or no new game, while 21 percent are seeking something genuinely different.
Bain also found that 42 percent of players are more comfortable with the gaming industry using artificial intelligence than they were a year earlier, while 44 percent said they felt the same.
“AI is an accelerant, not a rescue,” the report said. “Without a clear target player, it doesn’t lower your risk; it lets you scale the wrong bet faster.”
Bain’s analysis of 100 games released since 2023 found that 83 percent of focused games in its sample achieved commercial success, compared with 50 percent of unfocused games. The report noted that classifying games as focused or unfocused involved judgment calls and that data on commercial failures was less accessible than data on successes.
The report also identified personalization as an increasingly important growth strategy as gaming software revenue growth slows. Global gaming software revenue grew at about 3 percent annually over the previous four years, with Bain forecasting a similar pace over the next four years.
“The technology has completely changed over the last two years and is now able to deliver real value at a reasonable cost,” said George Khachatryan, vice president and head of AI decisioning at Braze, in a quote included in the Bain report.
Direct sales are also gaining ground. Nearly half of surveyed gamers had bought virtual currency, items or in-game content directly from a developer’s web store during the previous 12 months, with 27 percent doing so multiple times.
Three-quarters of the top-grossing mobile games worldwide now operate their own web stores, up from 12 percent in 2019, Bain said.
The report said discounts alone have limited impact on direct purchasing, while personalized offers can be more effective. Among repeat direct buyers, 84 percent said a personalized offer from a game they frequently play would make them more likely to buy.
Bain said gaming companies that focus on specific player groups, use AI to deepen those experiences and establish direct relationships with players will be better positioned as the industry matures. Ira James
