Gaming's next winners will be built on player focus, AI-powered personalization, and direct relationships, Bain & Co report finds
A new report from Bain & Company suggests that the gaming industry must shift away from chasing the 'average gamer' toward personalized, player-focused strategies. Data indicates that spending and engagement are highly concentrated among a small group of players, making direct relationships and AI-driven personalization essential for future success.
Why it matters
This analysis signals a major strategic pivot for the $200B+ gaming industry, moving from broad-market acquisition to high-value retention models.
The most active players make up nearly 60% of all time played, while the highest-spending group accounts for 75% of total spending AI can speed up game development, but it won't save an unfocused game; without a clear target player, it scales wrong bets faster Nearly half of gamers have bypassed app stores to buy directly from developers in the past year, and personalized offers are more effective than generic discounts LOS ANGELES - August 18, 2026 - The average gamer no longer exists: an effectively unlimited game catalog has fragmented player preferences, while playing time and spending have become heavily concentrated among a narrow, identifiable set of players, making chasing the average player the costliest mistake in the industry today.
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