2025年全球游戏行业报告：突破边界+制胜未来（英文版）-贝恩

Gaming Report 2025Breaking Boundaries to WinThis work is based on secondary market research, analysis of financial information available or provided to Bain & Company and a range of interviews with industry participants. Bain & Company has not independently verified any such information provided or available to Bain and makes no representation or warranty, express or implied, that such information is accurate or complete. Projected market and financial information, analyses and conclusions contained herein are based on the information described above and on Bain & Company’s judgment, and should not be construed as definitive forecasts or guarantees of future performance or results. The information and analysis herein does not constitute advice of any kind, is not intended to be used for investment purposes, and neither Bain & Company nor any of its subsidiaries or their respective officers, directors, shareholders, employees or agents accept any responsibility or liability with respect to the use of or reliance on any information or analysis contained in this document. This work is copyright Bain & Company and may not be published, transmitted, broadcast, copied, reproduced or reprinted in whole or in part without the explicit written permission of Bain & Company.Copyright © 2025 Bain & Company, Inc. All rights reserved.AcknowledgmentsThe leadership team of Bain & Company’s Global Gaming Sector practice prepared this report, with special direction from Anders Christofferson, partner and Global Gaming Sector lead, and Brandon Rogers, Media practice manager.The authors would like to thank Danielle Schwenker, Luisa Zhu, Magnus Haug, and Tom Burton for their contributions to this work. Thanks also to Danielle Erickson, Jeff Bauter Engel, and the editorial team for their assistance.Copyright © 2025 Bain & Company, Inc. All rights reserved.1Gaming Report 2025ContentsBreaking Boundaries to Win . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2Gamer Survey: Great Gameplay Is No Longer Enough . . . . . . . . . . . . . . . . . . . . . . . . .3Winning Beyond the Game . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Squeezed in the Middle: AAA Gaming Studios Must Adapt . . . . . . . . . . . . . . . . . . . . 16Skipping the Storefront: Direct Distribution’s Growth in Gaming . . . . . . . . . . . . . . .232Breaking Boundaries to WinThe video game market has rebounded after the consolidation following the pandemic boom, but growth is more concentrated than ever. Bain’s annual Video Game Consumption Survey finds that young gamers (unsurprisingly) continue to fuel top games’ success, especially platform-style games. Their players most highly value social, creative elements and gameplay; graphics are secondary. That’s been the case