London, 15.09.25 // MTM, a specialist strategy and insights consultancy trusted by world-leading brands in gaming, entertainment, media, tech and telco, today announces the findings of its latest games industry report Remake vs Innovate: Is the past the future of gaming? An exploration around the sentiment, tension, and economic impact of remakes and remastered video games on the market.
Summary of findings
The report captures how nostalgia is core to the success of remakes and remasters, promoting an emotional connection to, or comfort in, the past, but highlights the challenges that developers and publishers face when it comes to balancing the tension around changes to narrative or gameplay, versus staying completely true to the original.
A vast majority (90%) of gamers said they had played a remade or remastered game in the last 12 months, with 85% having played a remake or remaster when they didn’t play the original.
76% of gamers said they find remakes or remasters appealing. Many commented that remakes and remasters help them reconnect with positive, comforting feelings and memories that they had when they first played the game.
However, despite the overwhelming appeal, some gamers also recorded their reservations about studios taking an easy, repetitive route to market, with remakes and remasters coming at the cost of sacrificing innovative, new experiences that could redefine the industry.
Martin Bradley, Head of Gaming at MTM explains: “Our report shows that there is a strong appeal for remakes and remasters, but it's a tight balancing act for studios to get right. Many of these games are far out-selling their original release. Commercially across games and other media, nostalgia is a trend set to continue well into 2026 and beyond, but gamers understand that remakes and remasters can come at the cost of creativity—potentially missing out on fresh narratives and experiences.
“We went beyond the numbers and chatted directly to gamers to dig deep, and understand what gamers really want; the essence of the original game preserved, combined with vividly detailed graphical overhauls, updated controls and improvements to mechanics.
“We’ve distilled this into our top 8 power-ups for developers and publishers to help support them beyond pure commercials, and show how their remakes and remasters can become both a creative and strategic offering.”
To download the full report please visit >>> https://marketing.wearemtm.com/remakevsinnovate
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Notes to editors:
For additional information, questions / interview requests, please email: MTM@AnsibleComms.com
Please note that though the report landing page link is live, access to the report will only be made available when the embargo lifts on 15th Sept.
About MTM’s survey methodology:
Quantitative survey
1,500 online interviews with monthly console / PC gamers in the US & UK (750 in each).
Player interviews
16 x 30-minutes follow-up AI-assisted qualitative interviews in the US & UK (8 in each market).
Definitions
For the purposes of the survey, MTM used the following definitions:
Remakes: Reimagining of an original game, built from scratch with updated graphics, gameplay mechanics and sometimes story elements
Remasters: An enhanced version of the original game improving visuals, sound and performance without altering the core gameplay
All information is correct at time of going to press.
About MTM
MTM is a specialist strategy and insights consultancy trusted by world-leading brands in gaming, entertainment, media, tech and telco. For nearly 20 years, MTM has been powering courageous decision making, by answering our clients’ toughest questions with a blend of services across consumer, cultural and commercial insight lenses.
Our games industry team live and breathe gaming culture, and help gaming clients across the world to develop products, services and marketing that shapes the industry. We work throughout the gaming lifecycle, including new IP/franchise impact, player/genre exploration, best-in-class app design, and optimization of mechanics to drive player engagement.
Want further industry insights? Martin welcomes any and all questions via email > martin.bradley@wearemtm.com
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