A new study shows one in four Brazilian gamers has already bought a new console or PC for the 2026 release, with nearly half perfectly willing to pay a $110 price tag at launch.

A new study from Go Gamers has revealed just how deep the anticipation for Grand Theft Auto 6 runs in Brazil. The research, which surveyed 1,200 Brazilian gamers, found that nearly half of respondents plan to buy the game at launch despite expected prices between $92 and $110, which are way higher than current gaming standards.

A third of potential buyers consider this premium price point fair, while another quarter acknowledge it's expensive but plan to purchase anyway. This willingness to pay more reflects what researchers call the cost of belonging, where gamers want to be part of the collective experience when it happens, not months later.

The spending has already started, as one in four respondents changed their console specifically in preparation for GTA 6, even though the game won't arrive until May 2026. Another 21% built or bought new PCs (bit soon, innit?), while 20% invested in peripherals like headsets and controllers to enhance their future gameplay.

When it comes to franchise nostalgia, GTA San Andreas dominates with 48.9% naming it the most impactful title, far ahead of GTA V at 20.4%. Vice City, which serves as the inspiration for GTA 6's setting, doesn't rank as highly despite holding emotional significance for longtime fans.

While millennials aged 30 to 44 form the largest group, Gen Z shows strong interest too. Men identifying as franchise fans average nearly 38 years old, women average 34.5 years, and female interest in the game is considerable, including those newer to the series.

Content consumption around GTA 6 already resembles major entertainment events. YouTube leads as the primary platform, followed by TikTok and Instagram. Gamers are watching trailer analyses, following launch news, revisiting gameplay from older titles, and theorizing about maps and characters.

The research suggests GTA 6 has broken out of typical gaming circles to attract the kind of mainstream attention usually reserved for phenomena like Game of Thrones or Marvel's biggest releases - though, to be fair, as an IP it has achieved this long ago.

Brand involvement appears welcome, with 55.4% of respondents open to non-gaming companies participating in launch activities. Energy drinks, technology, fashion, fast food, and streaming services are seen as the best fits.

However, there's a clear line since 46.2% reject contextless memes or parodies, and 41.6% dislike artificial use of gaming slang. This proves that authenticity matters. When brands demonstrate genuine understanding of the game's universe, 35% respond positively.

You have to admit that the research Go Games conducted is impressive, but it does raise serious questions about what happens after GTA 6. As it stands, it doesn't seem like any other franchise can match this cultural moment.

For years, GTA's ability to engage fans across genres while remaining innovative and consistent over multiple generations has made it challenging to replicate its success. GTA 6 will highly likely take that bar to unprecedented levels.