One Day Independent Research
GTA VI: The Launch That
Could Empty The Office
Research led by One Day: GTA 6 Release Behaviour.
Written by: Laura Breakwell, Marketing Manager
Annual leave, cancelled plans and a suspicious sick day. How far would people go to play GTA 6?
For some people, the release of GTA 6 could earn a place in the annual leave calendar. Our research explores how anticipation for a game might influence working routines and what people are willing to move aside to make time for it.
We surveyed 1,000 people about their interest in GTA 6, their plans around its release and how much time they expect to spend playing. The findings reveal a committed audience willing to rearrange parts of everyday life, alongside a substantial group who expect to carry on as normal.
For brands, that contrast matters. Understanding who is engaged, and where their attention could move, helps identify whether the release deserves a place in a campaign plan.
42% Are Interested in the Release of GTA 6
interested and 19% who are fairly interested, indicating an audience whose enthusiasm extends beyond a small group of dedicated fans.
However, interest is far from universal. A further 20% are not very interested, 26% are not at all interested and 12% had not heard about the game before taking the survey.
The results give brands a useful sense of perspective. GTA 6 has the potential to become a significant moment for an engaged audience, but its relevance should be checked against the people a campaign actually needs to reach.
12% Expect to Keep Their Diary Clear for the Release
Avoiding other plans is the most common anticipated change, selected by 12% of respondents. Work arrangements also feature: 8% expect to change their working hours, 7% plan to book the day off and 6% expect to change or swap a shift.
Another 4% expect to book several days off work, while 3% anticipate arranging to work from home. Calling in sick is selected by 2%.
These responses suggest that some people are already considering how to create time for the game. Even so, 75% select none of the listed actions and 3% are unsure. The potential disruption is concentrated within part of the audience.
One in Five Would Play During Working Hours if Working from Home
When asked whether they would play GTA 6 during normal working hours if they were working from home on release day, 20% say yes. This combines 7% who would definitely play and 13% who probably would.
A combined 22% say they probably or definitely would not. Another 7% cannot work from home, 49% do not expect to play GTA 6 and 2% are unsure.
The finding points to the strength of anticipation among some respondents. It describes a hypothetical situation, rather than confirming that one in five home workers will spend launch day playing..
15% Would Be Likely to Call in Sick if They Could Not Book Leave
If booking the release day off work were not possible, 15% say they would be likely to call in sick so they could play. This includes 5% who are very likely and 10% who are fairly likely.
Twice that share, 30%, say they would be unlikely to do so. A further 51% do not expect to play GTA 6, while 4% are unsure.
There is a clear difference between this hypothetical response and the 2% who select calling in sick in their expected release plans. Being tempted under a particular set of circumstances is different from already expecting to do it. The annual leave request may still be the more realistic signal.
13% Expect to Spend More Than 10 Hours Playing in the First Week
For part of the audience, GTA 6 could occupy a sizeable share of the week. A combined 13% expect to play for more than 10 hours, including 5% anticipating 11–20 hours, 3% expecting 21–30 hours and 5% planning more than 30 hours.
Another 10% expect to play for 5–10 hours, while 9% anticipate spending less than five hours on the game. Most respondents, 64%, do not expect to play during the first week, and 4% are unsure.
For advertisers, the potential significance lies in that concentrated commitment. People expecting to spend several evenings playing may have less time available for their usual entertainment habits.
29% Would Reduce TV or Film Viewing to Make Time for GTA 6
Watching television or films is the activity respondents are most willing to give up or reduce, selected by 29%. Time spent on other games follows at 24%, suggesting GTA 6 could compete for attention across entertainment formats.
The potential trade-offs extend beyond screens. Household chores are selected by 18%, while sleep and exercise each account for 15%. Another 14% would reduce social plans, 8% would give up work or study time and 6% would reduce time with a partner or family.
However, 56% select none of the listed activities and 4% are unsure. These findings describe willingness to make changes, rather than a measured reduction in any activity.
Frequently Asked Questions.
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The study asked 1,000 respondents about their interest in GTA 6 and their anticipated behaviour around its release.
Questions covered release-day plans, hypothetical decisions about working from home or calling in sick, expected playing time during the first week and activities respondents would be willing to reduce.
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Yes. We commissioned this study ourselves, through the YouGov platform, to get an unbiased view of the market.
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The research has a stated sample size of 1,000. Results include people interested in GTA 6 and people who do not expect to play.
Percentages on this page refer to the full respondent base shown in the charts. They should not be interpreted as percentages of gamers, employees or home workers specifically.
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The findings describe respondents’ expectations and their answers to hypothetical situations. Actual behaviour after release may differ.
For example, 2% expect to call in sick as part of their release plans, while 15% say they would be likely to do so if they could not book the day off. Those questions measure different things.
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Use the research to assess whether the release could affect your audience’s routines and availability.
Where there is a relevant audience connection, review campaign timing and test suitable creative or placements. Combine the findings with your own customer insights and live performance data to decide what deserves further investment.
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