A survey conducted by G2A.COM, the world's largest marketplace for digital entertainment, has found that consumers value choice and flexibility when purchasing major video game releases, with preferences nearly evenly split between digital and physical formats. The survey of more than 2,000 G2A.COM marketplace users asked how they would prefer to purchase a major release such as Grand Theft Auto VI (GTA VI). Results showed that 38% selected a digital download, 37% preferred a physical disc, and 25% expressed no preference or did not plan to buy the title.
The findings suggest that rather than a competition between physical and digital formats, consumers increasingly expect entertainment to adapt to their individual preferences. This has significant implications for the gaming industry, indicating that a one-size-fits-all approach may no longer suffice. For G2A.COM, this reflects a broader shift in digital commerce where consumers expect broad selection, competitive offers, various payment methods, and the freedom to choose what creates the most value for them.
Key findings from the survey highlight the importance of optionality. 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. Additionally, 69% said the ability to resell, trade, or lend games can influence their decision when purchasing full-priced titles. Collectability also plays a role, with 59% stating that additional elements associated with physical editions, such as steelbooks or art books, could influence their purchasing decision.
The market continues to evolve, with 34% of respondents 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 a concern, as 77% expressed some level of concern about long-term game preservation in an increasingly digital market, with 58% describing themselves as very concerned.
These findings are particularly notable given the digital-first profile of respondents: 70% primarily play on PC, an ecosystem where digital distribution has long been the standard. This reinforces that being a digital-first consumer does not necessarily mean wanting fewer choices. As consumers become more accustomed to digital commerce, their expectations around selection, flexibility, accessibility, and control continue to grow.
The survey comes amid 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.
Katarzyna Jakubiec, Chief Business Officer at G2A.COM, commented, "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."
Jakubiec added that this principle is at the heart of the marketplace model, with G2A.COM bringing together a broad range of offers and price points. The GTA VI findings reflect a broader transformation of digital entertainment, where consumers are gaining access to more content from more sources and across more platforms than ever before. With that abundance comes a growing expectation of control over how, where, and at what price they access entertainment. For marketplaces such as G2A.COM, the opportunity is to continue expanding the possibilities available to consumers, ensuring that the future of digital entertainment is about multiplying choice.
For more information, a press kit is available at https://bit.ly/future-of-games-retail-press-kit.
