GameSquare Announces The "Grand Theft Auto" Effect
Key Highlights
- ➤42% of gamers expect lower workplace productivity after Grand Theft Auto VI launches
- ➤84% plan to buy the game; related spending averages $400 per gamer
- ➤70% may skip regularly watched sports for gaming during the launch period
- ➤39% are less likely to attend The Hunger Games opening weekend
- ➤GameSquare CEO Justin Kenna called Grand Theft Auto VI a defining cultural moment
Expert Statements
Justin Kenna, CEO of GameSquare
“Grand Theft Auto VI is on track to become a defining cultural moment for a generation of young people”
Justin Kenna, CEO of GameSquare
“For months we've seen the conversation, creativity, and social engagement continue to rise which led to us deciding to do this type of deep dive.”
Justin Kenna, CEO of GameSquare
“The results underscore just how deeply this title, as well as gaming overall, can and has shaped youth culture.”
Justin Kenna, CEO of GameSquare
“From the way audiences connect and communicate to the stories and experiences that capture their attention, this game will influence all aspects, which is an astounding feat.”
FRISCO, TX / ACCESS Newswire / October 20, 2026 / GameSquare Holdings, Inc. ("GameSquare" or the "Company") (NASDAQ:GAME), a next-generation media, entertainment, technology company at the epicenter of youth culture, today unveiled the bombshell results around a new survey designed to explore the vast impact Grand Theft Auto VI will have on the workplace and broader cultural landscape upon its launch. From employees taking "personal" time and planning "sick days", to big Hollywood hits seeing lower turnout to even the potential of the NFL seeing less fans turn in on the game's opening weekend, the results spotlight how this highly anticipated video game is expected to make an indelible mark across multiple sectors.
The results, which came from a scientific representative sample of 1,000 full time US employees who identified as gamers (with a margin of error of 3%) looked to identify the potential impact Game Theft Auto VI's launch will have on the workplace, culture (i.e. Hollywood and sports), and consumer spending.
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