As the gaming industry braces for the launch of Grand Theft Auto VI (GTA VI), one of the most anticipated releases of the decade, new research from G2A.COM, the world's largest marketplace for digital entertainment, sheds light on consumer preferences. A survey of over 2,000 G2A.COM users found that when it comes to purchasing major AAA titles, choice matters as much as format. The findings challenge the notion of a binary competition between physical and digital, instead highlighting a growing demand for flexibility and control in how consumers access entertainment.
According to the survey, 38% of respondents would prefer a digital download for GTA VI, while 37% would opt for a physical disc. The remaining 25% either had no preference or did not plan to buy the game. This near-even split indicates that neither format dominates; rather, consumers expect options that cater to their individual needs. For G2A.COM, this reflects a broader shift in digital commerce where selection, competitive offers, and diverse payment methods are paramount.
The implications for the industry are significant. Nearly half of respondents (47%) said they would be less likely to buy a full-priced AAA title at launch if only one purchasing format was available. This suggests that limiting choice could directly impact sales. Furthermore, 69% indicated that the ability to resell, trade, or lend games influences their decision to purchase full-priced titles, underscoring the value placed on ownership and flexibility. Additionally, 59% said that collectible elements like steelbooks or art books could sway their purchasing decision, showing that physical editions offer unique value beyond the game itself.
The survey also explored the future of physical games. While 34% expect physical games to become a niche collector proposition within five years, 23% believe physical discs will be nearly phased out for new releases. This divergence of opinion highlights uncertainty but also the enduring appeal of physical formats for some. Notably, 77% expressed some level of concern about long-term game preservation in an increasingly digital market, with 58% very concerned. This concern is particularly relevant as digital distribution grows, raising questions about access to older titles.
Interestingly, the respondents were predominantly digital-first, with 70% primarily playing on PC, an ecosystem where digital distribution has long been standard. Yet, being digital-first does not translate to wanting fewer choices. On the contrary, as consumers become more accustomed to digital commerce, their expectations around selection, flexibility, accessibility, and control continue to grow. This is evident in the massive interest in GTA VI on G2A.COM: traffic to GTA VI-related pages surged 65-fold in June, and July alone accounted for 48% of all such traffic between January and July. The game also became G2A.COM's most wishlisted title in 45 countries.
Katarzyna Jakubiec, Chief Business Officer at G2A.COM, commented, "GTA VI shows that the games market is entering a new phase of digital maturity. For players, speed and convenience are no longer the only priorities – they also want the freedom to choose and greater control over how they access and use the content they buy." She added that the future of the market is not about one model replacing another but about giving players the flexibility to choose what works best for them. This principle is central to G2A.COM's marketplace model, which brings together a broad range of offers and price points.
The findings reflect a broader transformation of digital entertainment. As distribution becomes increasingly digital, consumers gain access to more content from more sources across more platforms. With this abundance comes a growing expectation of control over how, where, and at what price they access entertainment. For marketplaces like G2A.COM, the opportunity lies not in prescribing a single consumption model but in expanding the possibilities available to consumers. The future of digital entertainment is not about limiting choice; it is about multiplying it. For more information, visit the press kit.
