A new survey from G2A.COM, the world's largest marketplace for digital entertainment, highlights that consumer preference for how to purchase major video games is nearly evenly split between digital and physical formats. The findings suggest that the industry's future lies not in one format replacing another, but in offering consumers the freedom to choose.
The survey of more than 2,000 G2A.COM marketplace users asked how they would prefer to purchase a major AAA release such as Grand Theft Auto VI (GTA VI). Thirty-eight percent selected a digital download, while 37% preferred a physical disc. The remaining 25% expressed no preference or did not plan to buy the title. This near-even split indicates that despite the growing dominance of digital distribution, physical media retains significant appeal.
More importantly, the research reveals that choice itself is a critical factor. 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. This suggests that limiting options could directly impact sales for major publishers.
Ownership and flexibility also play a major role, with 69% stating that the ability to resell, trade, or lend games influences their decision to purchase full-priced titles. Additionally, 59% said that additional physical edition elements like steelbooks or art books could sway their purchasing decision. These findings point to a consumer base that values both the convenience of digital and the tangible benefits of physical media.
The survey also explored future expectations. Thirty-four percent of respondents believe physical games will become primarily a niche collector proposition within five years, while 23% think physical discs will be nearly phased out for new releases. Concern about game preservation remains high, with 77% expressing some level of worry about long-term preservation in an increasingly digital market, and 58% describing themselves as very concerned.
These insights 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 consumer does not mean wanting fewer choices. As Katarzyna Jakubiec, Chief Business Officer at G2A.COM, explained, "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."
The findings come amid exceptional global interest in GTA VI across G2A.COM. Marketplace data previously showed traffic to GTA VI-related pages rising 65-fold during a major surge in interest in June, with July alone accounting for 48% of all GTA VI-related traffic between January and July. GTA VI also became G2A.COM's most wishlisted game in 45 countries. Yet even with such hype, players approach purchases pragmatically, considering flexibility, price, and choice.
For a marketplace like G2A.COM, the opportunity is to expand possibilities rather than prescribe a single consumption model. As digital entertainment continues to evolve, the future is not about limiting choice but multiplying it.
