G2A.COM's research points to the continued importance of choice for game consumers, even as the market becomes increasingly oriented toward digital distribution. The survey, conducted with more than 2,000 marketplace users, examined preferences surrounding major AAA releases and used Grand Theft Auto VI as one of the main examples to understand how players evaluate purchasing formats, flexibility and access options.

The results show a remarkably even split between formats for major releases. When asked how they would prefer to purchase a title such as GTA VI, 38% of participants chose a digital download, while 37% opted for a physical disc. The remaining 25% said they had no preference or did not plan to purchase the game, indicating that there is no single preference among consumers.

The availability of different formats also appears to directly influence purchasing decisions. According to the survey, 47% of respondents said they would be less likely to purchase a full-priced AAA game at launch if only one purchasing format were available, reinforcing the importance of freedom of choice even among consumers accustomed to digital environments.

The ability to control what happens to purchased games also remains relevant, with 69% of participants saying that options such as reselling, trading or lending games can influence their decision to purchase full-priced titles. Physical editions also retain a distinct value, as 59% said additional items such as steelbooks and art books could influence their purchasing decisions.

The transformation of the physical market is also reflected in respondents' expectations for the coming years. While 34% believe physical games will become primarily collector products within five years, another 23% expect discs to be almost completely phased out of new releases. At the same time, game preservation remains a significant concern, with 77% expressing some level of concern about preserving titles in an increasingly digital market, including 58% who described themselves as very concerned.

The profile of the participants makes the findings particularly relevant, as 70% said they primarily play on PC, a platform where digital distribution has been established as the standard for years. The data therefore suggests that being part of a digital ecosystem does not necessarily mean accepting fewer purchasing options, but can instead increase expectations for variety, accessibility, flexibility and control over purchased content.

Interest in GTA VI is also reflected in behavioral data recorded by the marketplace. Pages related to the game on G2A.COM recorded a 65-fold increase in traffic during a major surge of interest in June, while July accounted for 48% of all GTA VI-related traffic recorded on the platform between January and July. The game also became G2A.COM's most wishlisted title in 45 countries, highlighting the global scale of anticipation surrounding its release.

The attention surrounding GTA VI, however, does not appear to eliminate the practical considerations that consumers take into account. Even amid one of the highest levels of anticipation ever recorded for a game release, factors such as price, flexibility and purchasing format remain part of the decision-making process. The situation reinforces the importance of providing different alternatives so that each player can choose the option that best fits their needs.

The survey also indicates that the growth of digital marketplaces does not result in a single consumer profile. Players differ in how they discover new titles, the criteria they use to evaluate a purchase, the platforms they choose, the payment methods they prefer and the way they want to access the content they acquire.

"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," said Katarzyna Jakubiec, Chief Business Officer at G2A.COM. "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 executive also connected this preference for control to the marketplace model itself. "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 findings surrounding GTA VI therefore reflect a broader transformation in digital entertainment consumption. As distribution becomes increasingly digital and provides access to content from different sources and across multiple platforms, expectations for greater autonomy over where, how and at what price products are purchased are also growing. In this environment, the evolution of the market does not necessarily point toward the disappearance of alternatives, but toward an expansion of the possibilities available to consumers.