06/04/2026
AI is poised to reshape gaming and the stakes are bigger than many realize.
In Morgan Stanley's Thoughts on the Market, Matt Cost highlights a few dynamics to watch:
• Attention is the prize: Americans 15+ spend ~22 minutes/day playing games.
• Spend is massive: We expect >$275B of video game consumer spend in 2026.
• AI could compress production costs: Major ("AAA") games can take ~4 years and cost hundreds of millions—AI tools could drive >40% cost savings (often >$100M per game) and about $22B of industry-wide savings.
• But savings may not simply become profits: Competition and reinvestment (including marketing) could shift where value accrues.
• Moats still matter: Strong IP, live operations, data, and distribution may help incumbents; AI may enable new experiences, but "great gameplay" is harder to automate.
Investor question: as AI lowers barriers to creation, which platforms and publishers can defend distribution and engagement and which business models benefit most?
morganstanley.com