A survey of more than 2,000 users of G2A.COM, the world's largest marketplace for digital entertainment, shows that when it comes to major video game releases like Grand Theft Auto VI (GTA VI), consumers are nearly evenly split between digital and physical formats. According to the findings released on September 14, 2026, 38% of respondents would choose a digital download, while 37% would opt for a physical disc. The remaining 25% either had no preference or did not plan to buy the title. The results suggest that the industry is not witnessing a simple victory of digital over physical, but rather a demand for optionality that accommodates diverse consumer preferences.
The survey underscores that choice is not a minor consideration but a decisive factor in purchasing. 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. Moreover, 69% indicated that the ability to resell, trade, or lend games influences their decision when buying full-priced titles. Collectability also matters: 59% said that additional physical edition elements like steelbooks or art books could sway their purchase. These figures point to a market where ownership flexibility and tangible extras retain significant value, even among digital-first consumers—70% of respondents primarily play on PC, an ecosystem where digital distribution has long been standard.
The findings come amid extraordinary global interest in GTA VI. G2A.COM reported that traffic to GTA VI-related pages surged 65-fold during a major spike in June, with July alone accounting for 48% of all such traffic between January and July. The game also became the most wishlisted title on the marketplace in 45 countries. Despite the hype, players remain pragmatic, 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." She added 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 highlights broader concerns about the digital shift. 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, and 23% believe physical discs will be nearly phased out for new releases. These perspectives suggest that while digital distribution continues to grow, it is not without apprehension about the loss of tangible ownership and access.
For the industry, the implications are clear. As entertainment becomes increasingly digital, consumers expect broad selection, competitive offers, diverse payment methods, and the freedom to decide what delivers the most value. Marketplaces like G2A.COM, which offer over 125,000 digital offerings from sellers worldwide, are positioned to cater to this demand by aggregating choices rather than prescribing a single consumption model. The survey, available in the press kit at https://bit.ly/future-of-games-retail-press-kit, reinforces that the future of digital entertainment is not about limiting choice but multiplying it. As the market evolves, companies that prioritize flexibility and consumer control are likely to thrive, while those that force a single format risk alienating a significant portion of their audience.
