A new survey from G2A.COM, the world's largest marketplace for digital entertainment, underscores that consumer preference in gaming is not a simple battle between physical and digital formats but a demand for choice. The survey of more than 2,000 G2A.COM users found that when asked how they would prefer to purchase a major AAA release such as Grand Theft Auto VI (GTA VI), 38% selected a digital download and 37% a physical disc, while 25% expressed no preference or did not plan to buy the title. The near-even split indicates that rather than one format dominating, consumers increasingly expect entertainment to adapt to their individual preferences.
For G2A.COM, this reflects a broader shift in digital commerce where consumers expect broad selection, competitive offers, multiple payment methods, and the freedom to decide what creates the most value. The findings are particularly striking given that 70% of respondents primarily play on PC, an ecosystem where digital distribution has long been standard. Being a digital-first consumer does not necessarily mean wanting fewer choices; on the contrary, as consumers grow accustomed to digital commerce, their expectations around selection, flexibility, accessibility, and control continue to expand.
Several key data points 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. A significant 69% said the ability to resell, trade or lend games can influence their decision when purchasing full-priced titles. Additionally, 59% said additional elements associated with physical editions, such as steelbooks or art books, could influence their purchasing decision. These figures suggest that ownership and flexibility remain powerful factors even in an increasingly digital market.
The survey also explored the future of physical games and preservation. While 34% expect physical games to become primarily a niche collector proposition within five years, 23% believe physical discs will be nearly phased out for new releases. Meanwhile, 77% expressed some level of concern about long-term game preservation in an increasingly digital market, with 58% describing themselves as very concerned. This indicates that preservation is not just a niche issue but a mainstream consideration.
The findings come amid exceptional global interest in GTA VI. Marketplace data previously showed traffic to GTA VI-related pages on G2A.COM rising 65-fold during a major surge in interest in June, with July alone accounting for 48% of all GTA VI-related traffic recorded between January and July. GTA VI also became G2A.COM's most wishlisted game in 45 countries. Yet even at this level of hype, players approach major purchases pragmatically, weighing flexibility, price, and choice alongside excitement.
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." 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. "That same principle is at the heart of the marketplace model. G2A.COM brings together a broad range of offers and price points, giving users the freedom to choose the option that best fits their individual needs and preferences."
The implications extend beyond GTA VI. As distribution becomes increasingly digital, consumers are gaining access to more content from more sources and platforms than ever before, and 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 not to prescribe a single model of consumption but to continue expanding the possibilities available to consumers. The future of digital entertainment, the survey suggests, is not about limiting choice but about multiplying it.
