New research from G2A.COM, the world's largest marketplace for digital entertainment, highlights that consumer choice remains a critical factor in purchasing decisions for major video game releases. A survey of more than 2,000 G2A.COM users found that when considering a blockbuster title like Grand Theft Auto VI (GTA VI), 38% would prefer a digital download and 37% a physical disc, while 25% expressed no preference or did not plan to buy. The near-even split challenges the assumption that digital distribution is universally preferred, even among a predominantly digital audience—70% of respondents primarily play on PC.
The findings suggest that being a digital-first consumer does not mean wanting fewer options. 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 was available. This indicates that limiting choice could directly impact sales for major releases. Additionally, 69% said the ability to resell, trade, or lend games influences their decision to purchase full-priced titles, underscoring the value consumers place on ownership flexibility.
Collectability also plays a role: 59% said additional elements like steelbooks or art books could sway their purchasing decision. Meanwhile, 34% expect physical games to become a niche collector proposition within five years, and 23% believe physical discs will be nearly phased out for new releases. Concerns about game preservation are significant, with 77% expressing some level of concern about long-term preservation in an increasingly digital market, and 58% describing themselves as very concerned.
These insights are particularly relevant given the exceptional interest in GTA VI on G2A.COM. Traffic to GTA VI-related pages surged 65-fold during a major spike in June, and July alone accounted 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. Despite the hype, players still approach purchases pragmatically, weighing factors like flexibility, price, and choice.
Katarzyna Jakubiec, Chief Business Officer at G2A.COM, noted, "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 underscores a broader shift in digital commerce, where consumers expect diverse options, competitive offers, and multiple ways to access products. For marketplaces like G2A.COM, which offers over 125,000 digital offerings to more than 35 million users, the opportunity lies in expanding possibilities rather than prescribing a single consumption model. As the industry evolves, the emphasis on consumer choice is likely to shape strategies for major releases and digital distribution alike. For more information, visit the press kit.
