GameSquare Reports Survey on Potential Grand Theft Auto VI Impact
GameSquare says a survey of 1,000 full-time US employees who identified as gamers examined the possible workplace, cultural and spending effects of Grand Theft Auto VI.
GameSquare Holdings, Inc. (NASDAQ:GAME) has reported survey findings examining how the launch of Grand Theft Auto VI could affect workplace activity, entertainment choices and consumer spending. The research covered 1,000 full-time US employees who identified as gamers and had a margin of error of 3%.
#Potential effects on work attendance and productivity
GameSquare said 42% of respondents believed they may be less productive after the game's arrival. The survey also found that 10% said they planned to miss work on launch day, while another 30% were considering taking time off.
Among those considering time away from work, 36% said they would call in “sick” if they did so. These findings relate to the subgroup considering time off rather than the full survey sample.
The survey placed Grand Theft Auto VI at the centre of respondents' Fall entertainment preferences. 51% ranked its release as the biggest cultural moment of the Fall when compared with titles including Marvel's Avengers: Doomsday, Dune: Part 3, The Hunger Games: Sunrise on the Reaping and the Legend of Zelda: Ocarina of Time remake.
GameSquare reported that 39% of respondents were less likely to see the new Hunger Games film during its opening weekend, which begins the day after the game is released. Separately, 70% said they may skip sports they usually watch to spend more time gaming, while 42% said they would be less likely to watch NFL games during the game's first weekend.
84% of respondents said they planned to buy Grand Theft Auto VI, and 26% identified it as their top spending priority for the Fall. A further 77% said they may buy at least one product intended to improve their gaming experience.
Gaming chairs and upgraded screens, displays or TVs were each selected by 27% of respondents as potential purchases. Better speakers or headphones were selected by 24%. Players said they could see themselves spending an average of $400 on related items along with the game itself.
According to GameSquare, 91% of the gamers surveyed considered themselves fans of the GTA franchise. Exploring the game's new open world was the leading area of interest, selected by 35% of gamers. Enhanced graphics followed at 25%, while the characters and story were selected by 22%.
The median gamer surveyed said they planned to play around 15 hours during the first weekend. More serious gamers may reach 20 hours, according to the research. 80% said an all-night gaming session was within the realm of possibility, with pizza selected by 37% as the leading food or drink choice for an extended gaming weekend.
Justin Kenna, GameSquare's CEO, said the company viewed Grand Theft Auto VI as capable of becoming an important cultural event for young people. He linked the survey results to the game's anticipated role in how audiences connect, communicate and engage with stories and experiences.
GameSquare describes itself as a media, entertainment and technology company focused on connections between brands, publishers and Gen Z, Gen Alpha and Millennial audiences. Its platform includes creative services, analytics and FaZe Esports. The company also says it operates a treasury management programme intended to generate yield and improve capital efficiency.
GameSquare announced results from a new survey examining the potential impact of Grand Theft Auto VI on the workplace, broader culture and consumer spending when the game launches. The research covers possible effects on work attendance and productivity, films, sports viewing and gaming-related purchases.
GameSquare announced the survey results on October 20, 2026. The announcement relates to the potential impact of Grand Theft Auto VI upon its launch and to expected activity around the game's opening weekend.
GameSquare said the results came from a scientific representative sample of 1,000 full time US employees who identified as gamers, with a margin of error of 3%. The survey examined the potential effects of the game's launch on the workplace, culture and consumer spending.
42% of respondents said they believe they may be less productive because of Grand Theft Auto VI's arrival. GameSquare's survey also found that 10% said they plan to skip work on launch day, while another 30% of US employees were considering taking time off.
Of the respondents considering taking time off, 36% said they would call in “sick” if they did so. This figure relates to the subgroup of US employees considering taking time off, rather than the full survey sample.
GameSquare's survey found that 39% of respondents said the game makes them less likely to see the new Hunger Games film on its opening weekend, while 70% said they may skip sports they normally watch to make more room for gaming. In addition, 42% said they will be less likely to watch NFL games during the first weekend the game is out.
51% of those surveyed ranked the game's release as the biggest cultural moment of the Fall. The alternatives listed in the survey included Marvel's Avengers: Doomsday, Dune: Part 3, The Hunger Games: Sunrise on the Reaping and Legend of Zelda: Ocarina of Time (remake).
84% of respondents said they plan to buy the game, with 26% saying it was their top spending priority this Fall. A further 77% said they may purchase at least one item to enhance the experience, and players said they could see themselves spending on average $400 on related items along with the game itself.
The survey identified a new gaming chair and an upgraded screen/display/TV as the most likely purchases, each selected by 27% of respondents. Better speakers/headphones were selected by 24%.
35% of gamers said exploring the game's new open world was what they were most looking forward to, followed by enhanced graphics at 25% and the characters/story itself at 22%. GameSquare also said 91% of gamers surveyed consider themselves fans of the GTA franchise.
The median gamer surveyed said they were planning to play around 15 hours during the first weekend, while more serious gamers may clock in higher at 20 hours. 80% overall said it was within the realm of possibility that they could see themselves pulling an all-nighter.
Justin Kenna, CEO of GameSquare, said Grand Theft Auto VI is on track to become a defining cultural moment for a generation of young people. He said the results underscore how deeply the title and gaming overall can and has shaped youth culture, and that the game will influence audiences' connections, communication, stories and experiences.
GameSquare Holdings, Inc. describes itself as a media, entertainment and technology company focused on how brands and publishers connect with Gen Z, Gen Alpha and Millennial audiences. Its platform spans award-winning creative services, advanced analytics and FaZe Esports, while the company also has a treasury management programme designed to generate yield and enhance capital efficiency.
GameSquare Holdings, Inc. shares trade on NASDAQ under the ticker symbol GAME. The announcement identifies the company as GameSquare Holdings, Inc. (NASDAQ:GAME).