The video game in full mutation

Games on platform. Moreover, direct models to the consumer upset the market, according to a study published by the International Consulting Bath & Company. Moreover,

• The global video game market should grow 4% per year by 2028. In addition, with a concentration on some flagship titles
• Established studios are increasing pressure, while independent developers gain market share
• Influencers and social networks exceed traditional digital distribution channels in the discovery of new games
• Successful franchises build ecosystems that connect in a fluid way video games, media, derivatives and community engagement

The video game sector is currently undergoing a deep transformation: platform -type games, the content generated by users and direct distribution channels are increasingly putting in the main studios established – called AAA – and jostle traditional economic models. Furthermore, This is revealed by the new “Gaming Report 2025: Breaking Boundaries video game full mutation to Win” published by the Bain & Company International Consulting Cabinet.

In 2024, the global video game market reached a value of US $ 219 billion and should grow 4% per year until 2028. However. Meanwhile, this growth is increasingly focused on some flagship titles which put in particular on creation tools, social functionalities and “direct-to-consumer” distribution models-with direct access to the community, outside of classic circuits.

“We are witnessing a fundamental change in the way people interact with games. In addition, Video games are no longer just entertainment: it is also a platform for creativity. Therefore, social interaction and narration, “explains Daniel Hong, partner at Bain and the world manager of the” Media & Entertainment “working group. Nevertheless, “Studios that understand this potential and place the community at the center will shape the next era of the industry.”

The platform games are gaining ground. Consequently, the established studios video game full mutation retreat

Platform games-that is to say those offering open universes, creation tools and community functions-currently record growth in the number of users between 10% and 20% per year, according to Bain. They thus become the central point of attraction of the whole ecosystem: players, creators, brands and advertising partners.

Conversely, traditional AAA studios must face increasing development costs, erosion of their margins and increased competition. Between 2018. 2024, the average annual growth rate (TCAM) of independent developers reached 22%, compared to only 8% for the AAA and AA studios.

The contents generated by users are the standard

A survey carried out by bath with more than 5000 players. players worldwide shows that almost half of the creators spend more time producing their own content than the previous year – including those over 35. The trend is particularly marked among young people aged 2 to 17. who favor popular video game full mutation games in their circle of friends and personalization options.

“Young players. players stimulate the success of flagship titles – and their values transform industry in depth,” comments Anders Christofferson, partner at Bain and manager of the gaming sector within the “Media & Entertainment” working group. “Creativity, social ties and personalized experiences are now often more than graphic fidelity. Building only on suites and better graphics will no longer be enough to stay competitive. ”

Direct distribution supplants conventional channels

The report also notes that the balance of forces in the distribution is evolving: 24% of players discover new titles through content creators. online influencers, 14% via social networks – against only 12% via traditional digital shops.

To preserve their margins. establish a direct link with their customers, more and more developers open their own online stores. The share of mobile turnover games with their own shop increased from 12% video game full mutation in 2019 to 44% in 2024. This development is accelerated by new regulations in the United States. EU and Brazil, which allow developers to direct players to external purchasing links.

IP strategies become a growth engine

Game franchises are no longer limited to consoles. According to Bain. the players devote about a quarter of their media consumption time to content related to game licenses: series, music or derivative products. Audiovisual adaptations welcomed by criticism can increase the average number of users connected simultaneously up to 69%.

The successful franchises create fluid experiences on several supports, exploit merchandising and develop communities of creators. Among the key success factors identified by Bain:

• Respect. involve fans: maintain the quality and authenticity of the universe through all media formats.
• Choose formats with discernment: each story does not adapt to all supports.
• Develop a global and coherent roadmap: favor long -term commitment rather video game full mutation than short -term monetization.
• Investing in new skills: beyond the organizational structure. we must strengthen processes, governance bodies and interactive storytelling and IP management expertise.

According to Bain. the market rewards the actors who consider the game not only as a product, but as a platform and a brand in its own right. By adopting an integrated vision of content, they open up new sources of income and lastingly retain their community.