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Articles by Anders Videbaek
Gamer Survey: The End of the Average Gamer
This article is part of Bain's 2026 Gaming Report. A decade ago, a player’s choice of games was bound by what a handful of platforms could stock and what a few dozen studios could ship. That ceiling has been torn off. Tens of thousands of new titles reach digital storefronts every year from indies through AAA studios. Live-service games captivate players for years rather than weeks. User-generated platforms turn every player into a potential supplier, their content creation now turbocharged by AI.
AI Won’t Save an Unfocused Game
This article is part of Bain's 2026 Gaming Report. Scroll through any gaming industry newsletter from the past two years, and a pattern emerges: Another high-profile title stumbles, another postmortem asks what went wrong. The names change, but the diagnosis rarely does. These misses weren’t a result of creative mistakes or bad luck. They were expensive games built without a clear answer to a basic question: Who, exactly, is this for? That question has always mattered.
Game Distribution: Half Your Players Already Buy Direct
This article is part of Bain's 2026 Gaming Report. In last year’s Gaming Report, we presented clear evidence that app stores were losing their grip on game discovery. This year, the platform economics cracked. For the first time ever, the base fees that major game distribution platforms charge publishers are falling. Consumers are already bypassing the platforms in much greater numbers than most industry leaders think.
Gaming's next winners will be built on player focus, AI-powered personalization, and direct relationships, Bain & Co report finds
August 18, 2026 min read Press release Gaming's next winners will be built on player focus, AI-powered personalization, and direct relationships, Bain & Co report finds Featured Experts
Boosting Marketing Performance in Mobile Games
This article is part of Bain's 2024 Gaming Report Today, more than 3.1 billion people play video games, about 40% of the world’s population. Mobile gaming represents slightly more than half of the global gaming market, and we can expect that percentage to grow given the ubiquity of devices. As the audience of gamers becomes saturated, it costs more to acquire new gamers, and developers with new games must fight harder to win players away from their current games.
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