A new survey from G2A.COM, the world's largest marketplace for digital entertainment, shows that consumers value choice as much as format when purchasing major video game releases. The survey of more than 2,000 G2A.COM marketplace users found that preferences around major AAA titles are highly diverse. When asked how they would prefer to purchase a major release such as Grand Theft Auto VI (GTA VI), 38% selected a digital download and 37% a physical disc, while the remaining 25% expressed no preference or said they did not plan to buy the title. Rather than signaling a competition between physical and digital formats, the findings point to a broader consumer expectation: people increasingly want entertainment to adapt to their individual preferences, rather than their choices being determined for them.
For G2A.COM, this reflects a wider shift in digital commerce. Consumers expect broad selection, competitive offers, different ways to pay and access products, and the freedom to decide what creates the most value for them. As entertainment becomes increasingly digital, diversity of choice remains an important part of the consumer's experience. The survey also found that 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 to them. Additionally, 69% said the ability to resell, trade or lend games can influence their decision when purchasing full-priced titles, and 59% said additional elements associated with physical editions, such as steelbooks or art books, could influence their purchasing decision.
The market continues to evolve, with 34% expecting 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. Game preservation remains part of the wider conversation: 77% expressed some level of concern about long-term game preservation in an increasingly digital market, with 58% describing themselves as very concerned. The findings are particularly interesting given the strongly digital profile of respondents: 70% primarily play on PC, an ecosystem where digital distribution has long been the standard. This reinforces an important distinction: being a digital-first consumer does not necessarily mean wanting fewer choices. On the contrary, as consumers become more accustomed to digital commerce, their expectations around selection, flexibility, accessibility, and control continue to grow.
The findings come against a backdrop of exceptional global interest in GTA VI across G2A.COM. 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, highlighting the extraordinary global anticipation surrounding the release. GTA VI is shaping up to be one of the most anticipated gaming releases of this decade, but even at this level of hype, players still approach major purchases pragmatically. The findings suggest the excitement alone does not override considerations such as flexibility, price, and choice.
"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."
For marketplaces such as G2A.COM, the opportunity is therefore not to prescribe a single model of consumption, but to continue expanding the possibilities available to consumers. The full press kit is available at https://bit.ly/future-of-games-retail-press-kit.
