New research 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. A survey of more than 2,000 G2A.COM users found that preferences around blockbuster titles like Grand Theft Auto VI (GTA VI) are highly diverse, with 38% preferring digital downloads and 37% opting for physical discs. The remaining 25% expressed no preference or did not plan to buy the game. The near-even split suggests that the industry's future lies not in one format replacing another, but in offering consumers the freedom to choose what works best for them.
This matters because it challenges 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% said the ability to resell, trade, or lend games influences their purchasing decisions, while 59% said collectible elements like steelbooks or art books could sway them. These findings indicate that ownership and flexibility remain critical factors, even in an increasingly digital market.
The survey also highlights concerns about game preservation, with 77% expressing some level of concern about long-term preservation in a digital market, and 58% describing themselves as very concerned. 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. These perspectives underscore a broader shift in digital commerce, where consumers expect selection, competitive offers, multiple payment methods, and control over how they access content.
G2A.COM's marketplace data underscores the stakes. 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 on the platform between January and July. The game also became G2A.COM's most wishlisted title in 45 countries. Despite this massive anticipation, players still approach purchases pragmatically, weighing factors like flexibility, price, and choice. This reinforces the importance of providing a broad range of offers and letting consumers decide what fits their needs.
Katarzyna Jakubiec, Chief Business Officer at G2A.COM, said, "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." She added that the same principle is at the heart of the marketplace model, bringing together a broad range of offers and price points.
The implications extend beyond gaming. As distribution becomes increasingly digital, consumers are gaining access to more content from more sources and 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 like G2A.COM, the opportunity is not to prescribe a single consumption model but to continue expanding possibilities. The future of digital entertainment is not about limiting choice; it is about multiplying it.
