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. These are the key findings of Bain and Company’s 2026 Gaming Report, which draws on a survey of more than 5,300 gamers across the world, as well as Bain’s proprietary analysis of 100 titles released si
