01 // Work
36%
Planning the GTA sick-out
Of the gamers considering time off for the launch, more than a third are considering calling in sick to play.
How many days they plan to take
New research // GameSquare x Hatchet
THE GRAND THEFT AUTO EFFECT
From sick-outs to skipping out on sports and movies. New research from GameSquare explores the impact Grand Theft Auto VI could have on work, culture and the economy.
~2/3
of US full-time workers in our sample reported they are gamers
42%
say they may be less productive at work
70%
may skip sports they normally watch
$400
average planned spend, including the game
Free download
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The story
A LANDMARK LAUNCH WITH RIPPLE EFFECTS
Grand Theft Auto VI is on course to be more than a game release. Our research shows how its arrival could be felt in offices, stadiums, movie theaters and household budgets across the US.
02 // Culture
51%
Bigger than the fall's blockbusters
A majority rank GTA6 first among the fall's five biggest entertainment launches, ahead of major film releases, with the NFL and the box office both at risk of feeling it.
The impact on the holidays
03 // Economy
84%
An economic infusion
The vast majority plan to buy the game, and many plan to upgrade their setup around it, from gaming chairs to new displays.
Where gamers plan to cut back to pay for it
Inside the report
WHAT YOU'LL GET
A 24-page breakdown of how US gamers are preparing for the most anticipated launch in years, with the full data behind every finding.
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01
Anticipation
How GTA stacks up against every major gaming franchise, and what's driving the excitement.
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02
Spending
Purchase intent, the gear gamers plan to buy, and the spending they'll cut to afford it.
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03
Culture
Launch weekend plans, the Thanksgiving effect, and what it means for sports and film.
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04
The workplace
Time off, productivity and how gamers expect their bosses to react.
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05
Gen Z
How the youngest workers compare to older generations on every measure.
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+
Full methodology
Sample design, fieldwork dates and respondent demographics.
Download the report
Free // Delivered by email
For brands
MAKE THE MOMENT WORK FOR YOUR BRAND
GTA6 is set to be one of the biggest culture moments of 2026, reshaping where Gen Z and Millennial attention goes this fall. GameSquare and Hatchet help brands understand that shift and build the strategy, creators and campaigns to meet it.
01 // Streams and creators
Follow the attention
Launch weekend is likely to pull audiences away from their usual viewing and into streams. Meet them there with the right talent and live activations.
02 // Commerce
Plug into the spend
Gamers are budgeting well beyond the game itself. Tech, gear, retail and food brands all have a natural role in how they gear up.
03 // Measurement
See it in real time
Hatchet tracks where attention moves as the launch unfolds, so you can see what is working and adjust fast.
Talk to GameSquare and Hatchet about how your brand will capitalize on one of the biggest culture moments of 2026.
The CEO perspective
“Grand Theft Auto VI is on track to become far more than a major entertainment release—it’s a defining cultural moment for a generation of young people.”Justin KennaCEO, GameSquare
Sample
1,000 US full-time employed gamers, ages 18 to 62, from a screened sample of 1,612 US full-time workers
Fielded
September 23 to 24, 2026
Margin of error
3.1% at 95% confidence
Method
Online survey, scientifically randomly sampled
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Every finding, every chart and the full Gen Z breakdown, sent straight to your inbox.
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