A survey conducted by G2A.COM, the world's largest marketplace for digital entertainment, has found that consumers highly value choice when purchasing major video game releases, even as digital distribution dominates. The survey of more than 2,000 G2A.COM marketplace users explored preferences around the highly anticipated Grand Theft Auto VI (GTA VI), revealing a near-even split between those who prefer digital downloads (38%) and those who prefer physical discs (37%). The remaining 25% expressed no preference or did not plan to purchase the title.
These findings challenge the assumption that digital-first consumers want 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. 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, with 59% saying that extras like steelbooks or art books could sway their decision.
The survey highlights a broader shift in digital commerce, where consumers expect flexibility, competitive offers, and control over how they access entertainment. Despite 70% of respondents primarily playing on PC—a platform where digital distribution is standard—the desire for choice remains strong. This suggests that being digital-first does not equate to wanting fewer options.
G2A.COM's marketplace data underscores the intense interest in GTA VI. Traffic to GTA VI-related pages surged 65-fold during a major spike 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.
"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," said Katarzyna Jakubiec, Chief Business Officer at G2A.COM. "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 game preservation, with 77% of respondents expressing some level of concern about long-term preservation in an increasingly digital market, and 58% describing themselves as very concerned. Moreover, 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.
These insights have significant implications for the gaming industry. As digital distribution continues to grow, companies that offer diverse purchasing options and flexibility may gain a competitive edge. For consumers, the findings validate the importance of maintaining choice in how they buy and own games. For marketplaces like G2A.COM, the opportunity lies in expanding possibilities rather than prescribing a single model. The survey's press kit is available at https://bit.ly/future-of-games-retail-press-kit.
In essence, the future of digital entertainment is not about limiting choice but multiplying it, ensuring that players can access content in ways that best suit their needs and preferences.
