Grand Theft Auto 6 will be the fastest-selling game of all time. That’s not even ‘a safe assumption’; it’s almost an honest-to-God guarantee at this point. It’s expected to put immense strain on global internet infrastructure, come under threat from a cybersecurity perspective, and deliver an unparalleled, mind-blowing experience to tens of millions of gamers from day one.
It’s also set to have a major impact on digital storefronts, given that the game won’t have a disc at launch. With that in mind, most folks are omitting the code-in-a-box concept in favor of just downloading the game, and that means that sites like G2A are ready to feel the burn.
I recently caught up with G2A’s Head of Sales Partnerships and New Business, Katarzyna Jakubiec, to learn about the impact GTA 6 has already had on their platform.
Digital First Forever
It’s no big secret that the gaming world is becoming increasingly digital, and that means sites like G2A are flourishing. This is arguably the leading digital gaming store, offering codes for games, credit, and other associated items at often heavily discounted prices to customers around the world.
I asked Katarzyna Jakubiec about the impact they’ve already seen from the imminent release of Grand Theft Auto 6.
We are seeing that many players are actively embracing a digital-first future. During the pre-sale period [of GTA 6], purchases of PlayStation gift cards on G2A.COM reached record levels and have continued to grow as anticipation for the launch builds.
The company understands that physical media is still important to many gamers, but recognizes that ‘the growth of digital shows that players are clearly embracing new ways of accessing games.’
In terms of preparing for GTA 6, G2A.COM carried out multiple surveys to better determine how to build out their offering to accommodate the inevitable influx.
What we have found is that GTA VI is shaping to be a major retail and cultural moment, and the level of interest we’re seeing on G2A.COM reflects that. For example, when Rockstar Games’ pre-orders opened, traffic to GTA VI offer pages increased 65-fold.
Internally, we’re preparing for a series of engagement waves rather than a single launch-day peak. GTA VI became G2A.COM’s most wishlisted offer in 45 countries, including the UK and US, and ranked in the top 10 overall in 46 countries. This clearly indicates interest is building across multiple markets and will continue to grow as we get closer to the launch date.
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Jakubiec stressed that they’re not just getting ready for day one, but for the long tail that follows.
They’re planning to support gamers, including the later adopters, long into GTA 6’s lifecycle: ‘While just over half of surveyed users plan to start playing within the first 24 hours, others intend to take a more gradual approach. By tracking these different patterns of demand, we can ensure we are prepared not only for the initial launch period, but also for the continued interest that is likely to follow.’
Many gamers will flock to G2A.COM in the hope of getting a deal on their games. That’s often the case with the site, which offers even brand-new games at discounted prices. In Jakubiec’s words, it’s about accessibility, and that’s the ethos of their operating model:
Gaming should stay within everyone’s reach, even as family budgets get tighter and game prices go up. We’re helping connect users to a global marketplace where they can compare offers from different sellers and pick what fits their pocket best.
Grand Theft Auto 6 will be released worldwide on November 19th. How are you preparing to buy the game? Let us know on the Insider Gaming Discord server.
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Grant has been gaming for 30+ years and in the industry for 10+. You'll probably find him playing a post-apocalyptic game or an extraction shooter somewhere.
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