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, shows that consumers are not uniformly embracing digital-only distribution. The survey of over 2,000 G2A.COM users found that when asked how they would prefer to purchase a major AAA title like GTA VI, 38% chose digital download, 37% chose physical disc, and 25% had no preference or did not plan to buy. The near-even split challenges assumptions that digital-first consumers automatically favor digital-only purchasing options.
For an industry increasingly moving toward digital distribution, the findings highlight that choice remains a critical factor in consumer decision-making. 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 options could directly impact sales for major releases. Additionally, 69% indicated that the ability to resell, trade, or lend games influences their purchasing decisions, while 59% said collectible elements like steelbooks or art books could sway their choice.
The survey also explored long-term market trends. Thirty-four percent of respondents expect physical games to become primarily a niche collector proposition within five years, and 23% believe physical discs will be nearly phased out for new releases. Yet 77% expressed some level of concern about game preservation in an increasingly digital market, with 58% very concerned. This tension between digital convenience and preservation underscores a broader consumer desire for control and longevity.
Notably, 70% of respondents primarily play on PC, an ecosystem where digital distribution has long been the norm. Despite this digital-first profile, the data shows that being a digital consumer does not mean wanting fewer choices. Instead, as familiarity with digital commerce grows, expectations around selection, flexibility, and accessibility expand.
The findings come amid exceptional interest in GTA VI on G2A.COM. Marketplace data previously showed traffic to GTA VI-related pages rising 65-fold during a major surge in June, with July alone accounting for 48% of all GTA VI-related traffic between January and July. The game also became G2A.COM’s most wishlisted title in 45 countries. Even with such hype, players approach purchases pragmatically, weighing factors like flexibility, price, and choice.
Katarzyna Jakubiec, Chief Business Officer at G2A.COM, said, “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’s implications extend beyond gaming. As digital entertainment continues to evolve, consumers increasingly expect marketplaces to offer diverse options rather than prescribe a single model. For G2A.COM, this validates its marketplace approach, which aggregates offers from numerous sellers. The company’s press kit is available at https://bit.ly/future-of-games-retail-press-kit.
Ultimately, the research suggests that the future of digital entertainment lies not in limiting choice but in multiplying it. As distribution becomes more digital, consumers gain access to more content across more platforms, and with that abundance comes a growing expectation of control over how, where, and at what price they access entertainment. For marketplaces and publishers alike, the lesson is clear: success will depend on offering flexibility and catering to diverse consumer preferences.
