Annual report of Bain & Company predicts that the global gaming industry will maintain steady growth through 2028. However, this progress will not be equally distributed: according to the study, the acceleration is due independent developers and user-generated content, displacing traditional AAA studios.
Survey-based analysis c more than 5000 players in six countriestraces a new axis of power in the sector: the transformation of games into creative platforms and the emergence of direct-to-consumer distribution.
Leadership in the gaming ecosystem is no longer exercised exclusively by AAA titles, but rather by platform-type games that are able to consolidate themselves as true centers of sociability and collective creation. “We are witnessing a generational shift in what it means to interact with a video game.“, said Daniel Hong the global leader of Bain & Company’s media and entertainment practice.
And added: “Today’s biggest games aren’t just entertainment: they’re platforms for creativitysocialization and storytelling. Studios that take on this broader role will be the leaders of the next era of gaming; Whoever does not do this will remain.”
According to the report, the number of users on gaming platforms is increasing every year 10% and 20%promoting the phenomenon of attraction to players, creators and brands. Meanwhile, PC game independent developer revenue growth during the period 2018-2024 reached a CAGR of 22%far ahead 8% report AAA/AA studies.
In contrast, AAA studios are facing the twin pressures of declining profitability and rising development costs that are jeopardizing their position relative to more nimble players.
According to the survey, v user generated content (UGC) is consolidating at the center of a new gaming economy with a strong upward trend. “Young gamers are driving the success of big games and their values are redefining the industry“, he stated Anders Christopherson Christopherson, leader of the gaming sector of Bain & Company.
“Customization, social connections, and creativity now take precedence over visual fidelity for many gamers. The old formula of promised sequels and better graphics is no longer enough to stay competitive,” Kristofferson said.
Among those under 17, the propensity to commit to the same degree as their peers exceeds 20 percentage points medium, enhancing the “flywheel effect” in community content and consolidating the longevity of UGC-based cross-platform games. Personalization and creativity today surpass the relevance of the graphic section for a large part of the public.
The burden of discovering new titles quickly passed: only 12% players apply traditional digital stores. In contrast, 24% favors content creators or influencers and 14% choose social networks, according to the survey. This transformation has motivated developers to bet on their own online stores, increasing their presence among the most profitable mobile games in the world in just five years. 12% in 2019 to 44% in 2024.
The regulatory push reinforces these changes: disruptions in the USA, European Union and Brazil limited the ability of app stores to limit external links for purchase, strengthening the direct relationship between studios and users.
Intellectual property (IP) is essential to gain relevance beyond the game. According to Bain & Company, about one a quarter of the time what users attribute to other cultural consumption revolves around series, music and products related to video games. The effect of successful adaptations results in an increase in the 69% Average Concurrent Users (ACU) for the highest rated series.
The report identifies the pillars that distinguish the most successful IP owners: authentic engagement with fan communities, smart storytelling expansion into new formats, and strategic transmedia design.
