The Brazilian Game Survey (Pesquisa Game Brasil, PGB) revealed that the enthusiasm surrounding "GTA6" has directly affected the consumption behavior of Brazilian players. Although the game is not expected to be released until 2026, many players have begun buying game consoles, computers and accessories in advance to prepare for the game.
According to the study titled "GTA6: Fanaticism, Consumption and Gamer Culture", 25.3% of respondents have changed their game consoles for this game, 20.6% have assembled or purchased new computers, and 20% have purchased peripherals such as headsets and controllers. The survey interviewed 1,200 respondents in Brazil.
Despite rumors that the game will cost as much as 600 reais (approximately $110), nearly half of participants (49.3%) said they intend to buy it at launch. Many of them acknowledge the high price tag but attribute their choice to "belonging costs," a desire to experience a collective starting experience. Strategies such as promotions and bundles may further expand this demographic.
Most Brazilian fans of "GTA" belong to the Millennial generation (30 to 44 years old), but Generation Z (15 to 29 years old) also accounts for a large proportion. The average age of male gamers is 38 years old and that of female players is 34.5 years old. The increase in female players reflects a more diverse player base.
Research shows the opportunities for brands to participate in game releases: 55.4% of players are willing to accept marketing activities from companies outside the gaming industry, provided that these activities are authentic and related to the world view of "GTA". Categories such as energy drinks, technology, fashion, fast food and streaming media are the most promising, but 46.2% of players reject content with irrelevant backgrounds and 41.6% do not approve of the forced use of game slang.
The series' track record reinforces these high expectations: "Gimme 5" has sold more than 215 million copies since 2013, while "GTA 6" broke records with a trailer released in 2023, with more than 90 million views in 24 hours.