New research from G2A.COM, the world's largest marketplace for digital entertainment, highlights that consumer choice remains a critical factor in purchasing decisions for major video game releases. A survey of more than 2,000 G2A.COM marketplace users found that when asked how they would prefer to buy a blockbuster title like Grand Theft Auto VI (GTA VI), 38% chose a digital download and 37% opted for a physical disc. The remaining 25% either had no preference or did not plan to purchase the game. These findings suggest that rather than a clear winner between physical and digital, consumers value having options that suit their individual needs.
The survey also revealed that 47% of respondents would be less likely to buy a full-priced AAA title at launch if only one purchasing format were available. This underscores that limiting choice could directly impact sales. Additionally, 69% said the ability to resell, trade, or lend games influences their decision when buying full-priced titles, while 59% noted that collectible elements like steelbooks or art books could sway their purchase. These factors point to a market where ownership and flexibility are as important as immediate access.
Looking ahead, 34% of respondents 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. Despite this, 77% expressed some level of concern about long-term game preservation in an increasingly digital market, with 58% describing themselves as very concerned. This concern highlights a potential tension between the convenience of digital and the desire to maintain access to games over time.
The findings are particularly striking given that 70% of respondents primarily play on PC, an ecosystem where digital distribution has long been the norm. This reinforces that being a digital-first consumer does not mean wanting fewer choices; on the contrary, as consumers grow more accustomed to digital commerce, their expectations for selection, flexibility, accessibility, and control continue to rise.
GTA VI itself demonstrates the power of consumer choice. 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."
The implications for the industry are clear: as digital distribution continues to transform entertainment, companies must prioritize offering diverse purchasing options. For marketplaces like G2A.COM, the opportunity lies in expanding possibilities rather than prescribing a single model. The future of digital entertainment is not about limiting choice—it is about multiplying it.
