As the gaming industry braces for the release of Grand Theft Auto VI (GTA VI), new research from G2A.COM, the world's largest marketplace for digital entertainment, sheds light on consumer preferences. A survey of more than 2,000 G2A.COM marketplace users found that 38% prefer a digital download for major AAA releases, while 37% opt for a physical disc. The remaining 25% either have no preference or do not plan to purchase GTA VI. These findings suggest that rather than a clear winner between physical and digital, consumers value having the freedom to choose the format that best suits their needs.
The survey highlights that choice is not just about format. Nearly half (47%) of respondents said they would be less likely to buy a full-priced AAA title at launch if only one purchasing format were available. Additionally, 69% indicated that the ability to resell, trade, or lend games influences their purchasing decisions for full-priced titles. Collectability also plays a role: 59% said that additional elements like steelbooks or art books could sway their decision. These factors underscore that consumers seek flexibility, value, and control over their purchases, even in an increasingly digital market.
Interestingly, the respondents are largely digital-first, with 70% primarily playing on PC, an ecosystem where digital distribution has long been standard. Yet, they still value optionality. This challenges the assumption that digital consumers want fewer choices. Instead, as consumers become more accustomed to digital commerce, their expectations around selection, accessibility, and control continue to grow.
The findings come as GTA VI generates unprecedented global interest. Marketplace data previously showed traffic to GTA VI-related pages on G2A.COM rising 65-fold during a major surge in interest in June. Momentum continued into July, which alone accounted for 48% of all GTA VI-related traffic recorded on the marketplace between January and July. GTA VI also became G2A.COM's most wishlisted game in 45 countries. Despite the hype, players approach major purchases pragmatically, weighing factors like flexibility, price, and choice.
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. Digital formats deliver immediacy and accessibility, while physical editions can still offer additional value to some players through collectability, resale and a greater sense of control. Our research suggests 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."
The survey also touched on broader industry concerns. 77% of respondents expressed some level of concern about long-term game preservation in an increasingly digital market, with 58% describing themselves as very concerned. Meanwhile, 34% expect physical games to become primarily a niche collector proposition within five years, while 23% believe physical discs will be nearly phased out for new releases.
For businesses in digital entertainment, the implications are clear: a one-size-fits-all approach may no longer suffice. Consumers demand variety in how they discover, pay for, and access content. Marketplaces like G2A.COM, which offer a broad range of offers and price points, are well-positioned to meet these evolving expectations. As the industry moves forward, success will likely belong to those who embrace choice rather than limit it. For more information, visit the press kit.
