High tide raises all ships Leveraging the cultural tidal wave of Grand Theft Auto VI
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20,000 foot view
Grand Theft Auto VI (GTA 6), due to be released in autumn 2025, is on track to be one of the biggest entertainment launches of all time. It will capture a significant amount of consumer attention. Marketers in and outside of the gaming industry have a choice –– either resist and face the increased challenge of capturing consumer attention during this time or embrace the GTA zeitgeist and ride the wave. Brands across all industries –– from fashion and music through social media and podcasters, to beverages and automotive –– can leverage this monumental release as a springboard to help achieve their strategic and marketing goals. This report dives into key behaviours and demographics of GTA fans, including how they engage with entertainment, social media, and advertising, and provides conceptual examples of how marketers in different sectors can seize the opportunity.
Key data and insights included in this report:
- Demographic data (gender and age) on GTA players
- Weekly time spent on different entertainment segments –– GTA players, all consumers, and all gamers
- Weekly time spent on social media platforms –– GTA players, all gamers, and all consumers
- Attitudes towards advertising –– GTA players, all gamers, and all consumers
- Preferences for branded merchandise –– GTA players, all gamers, and all consumers
Survey data is from MIDiA’s Q4 2023 fielded in the US, UK, Australia, Canada, Germany, France, Sweden, South Korea, and Brazil, and MIDiA’s Q1 2024 Consumer Surveys fielded in US, UK, Australia, Canada, Germany, France, Poland, Turkey, South Africa as well as MIDiA’s Q3 2023 Brand Tracker Survey, fielded in the US and UK.
Table of contents:
Number of words: 4285
Number of pages: 20
Number of infographics: 4
Key insights
Figure 1: The demographic overview
Figure 2: The entertainment consumer Swiss Army Knife
Figure 3: The advertising opportunity
Figure 4: Merchandising preferences
Implications and idea examples
Companies and products mentioned in this report: Amazon, Barbie, Casino, Cfx.re, Civilist, Fable Studios, Fortnite, Goodfellas, Grand Theft Auto V, Grand Theft Auto VI, Grand Theft Auto: Vice City, HBO Max, Mattel, MISBHV, Narcos, Netflix, PlayStation, Prime Video, Roblox, Rockstar Games, Squid Game, Take-Two Interactive, The Irishman, The Sopranos, and Squid Game