A survey of more than 2,000 G2A.COM marketplace users has found that when it comes to major AAA releases such as Grand Theft Auto VI (GTA VI), consumer preference is nearly evenly divided between digital and physical formats. According to the research, 38% of respondents would choose a digital download, while 37% would opt for a physical disc; the remaining 25% expressed no preference or did not plan to purchase the title. The findings suggest that rather than a winner-takes-all battle between formats, the market is demanding optionality.
This matters because it challenges the assumption that the ongoing digital transformation of entertainment necessarily means consumers want fewer choices. In fact, 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. That statistic alone underscores the commercial risk for publishers and retailers that narrow their distribution strategies. As Katarzyna Jakubiec, Chief Business Officer at G2A.COM, noted, “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.”
The survey also highlights that ownership and flexibility heavily influence purchasing decisions: 69% said the ability to resell, trade or lend games can affect whether they buy a full-priced title. Similarly, 59% indicated that additional physical edition elements such as steelbooks or art books could sway their decision. These numbers point to a consumer base that values tangibility and transferability even in an increasingly digital world.
Looking ahead, 34% of respondents 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. Yet concern about long-term game preservation remains widespread: 77% expressed some level of concern about preservation in an increasingly digital market, with 58% describing themselves as very concerned. This tension between convenience and conservation is a key implication for the industry.
The survey’s findings are particularly striking because 70% of respondents primarily play on PC, an ecosystem where digital distribution has long been the standard. Being a digital-first consumer, the data suggests, does not mean wanting fewer choices. On the contrary, as consumers grow accustomed to digital commerce, their expectations around selection, flexibility, accessibility, and control continue to expand.
GTA VI itself demonstrates the power of that consumer choice. 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.
For marketplaces such as G2A.COM, the implication is clear: the future of digital entertainment is not about limiting choice but about multiplying it. As the survey shows, even at exceptional levels of hype, players approach major purchases pragmatically. Excitement alone does not override considerations such as flexibility, price, and control. The opportunity for the industry is to expand the possibilities available to consumers rather than prescribe a single model of consumption.
