This Thursday’s release of Grand Theft Auto 6 (better known to fans simply as GTA 6) is one of the most hotly anticipated video game releases, with a huge amount of money riding on its launch. Analysts estimate GTA 6 could generate $US3–5 billion in global sales in just its first week after launching. To put that in perspective for non-gamers, that could be as much as double the revenue of Spider-Man: Brand New Day, one of the most popular films of all time.