Its hard to say ...
A large portion of people who owned previous GTA games (potentially the majority) do not own an XBox 360 or PS3, and may not ever own an XBox 360 or PS3; on top of this there are many people who have owned previous Grand Theft Auto games who will choose to rent (or simply not play) Grand Theft Auto 4 for a variety of reasons.
Now, beyond getting former GTA owners to buy an XBox 360 or PS3, this means that people who have never played a GTA game have to buy GTA4 which seems like a very large challenge; because a game that has sold 15 Million copies has hit a saturation point where most of the people who haven't bought the game have little or no interest in a game like it.
One thing that GTA4 has going for it is there was rampant piracy of Grand Theft Auto games on the PC, XBox and PS2 and (between Blu-Ray and XBox Live) piracy on the XBox 360 and PS3 is less desireable or much more difficult.