Grand Theft Auto VI has reached the highest purchase-intent level ever recorded for a video game by market research firm Circana, with 29% of US console and PC gamers saying they plan to buy Rockstar Games’ upcoming title. The finding, published October 28, 2026, comes ahead of the game’s scheduled November 19 release.
The figure comes from Circana’s PlayerPulse consumer research, which tracks purchasing intentions among US gamers. According to the company, GTA VI’s 29% purchase-intent rate exceeds every other game measured in its tracking history, establishing a new record for anticipated demand.
The result measures stated purchasing intentions rather than confirmed preorders or actual sales. It also represents the surveyed US console and PC gaming audience, not 29% of the entire US population. Circana’s announcement did not provide a detailed sample size or survey methodology, making it difficult to independently assess the precision of the estimate.
Circana video game industry analyst Mat Piscatella described GTA VI as an unusually significant release for the gaming industry, noting that players have waited 13 years for a sequel to Grand Theft Auto V. The company expects demand to extend beyond game purchases to consoles, accessories and gaming subscriptions.
Piscatella also suggested that some consumers who have not yet upgraded to current-generation hardware may purchase a PlayStation 5 or Xbox Series console specifically to play GTA VI.
That possibility is particularly relevant given the decline in US console sales amid record hardware prices earlier in 2026. GTA VI could provide an important boost to hardware demand during the holiday shopping season, although Circana’s research does not establish how many additional consoles will actually be sold.
The continued popularity of Grand Theft Auto V provides further context for the unusually high interest in its successor. Circana identifies GTA V as the best-selling premium video game in its US tracking history by both unit sales and revenue.
Despite launching in 2013, GTA V remained among the 20 best-selling games in the United States for 13 consecutive years, through 2025. It also ranked third in total active users across PlayStation and Xbox ecosystems in 2025, demonstrating the franchise’s ability to sustain player engagement long after release.
Rockstar has been building toward the sequel’s November launch, recently releasing the GTA VI launch trailer featuring protagonists Jason and Lucia. The game returns players to Vice City and the fictional state of Leonida, with Rockstar also providing additional details about Lucia's background and the development of Leonida's world.
Circana expects GTA VI to influence US gaming expenditure throughout the fourth quarter of 2026, particularly as its release approaches Black Friday and the holiday shopping period.
However, the record 29% figure should not be interpreted as a sales forecast. Actual purchases will depend on factors including available platforms, pricing and consumer spending decisions. The research establishes an exceptionally high level of stated interest ahead of release, while the game’s commercial performance will become clearer once sales data is available.
