PS5 Rentals Boom in Japan

Japan has recently witnessed a surprising surge in PS5 console rentals. What's driving consumers to rent rather than purchase Sony's latest gaming hardware? Multiple factors play a role - from rising console prices to a blockbuster game release and GEO Corporation's perfectly timed rental initiative.

GEO Corporation, operating approximately 1,000 entertainment retail stores across Japan, launched its PS5 rental service in February. For just 980 yen (about $7) weekly or 1,780 yen ($12.50) biweekly, gamers can access Sony's current-gen console. The service proved immediately successful, with 80-100% rental rates across all 400 participating locations.

In an interview with ITMedia, GEO's rental division manager Yusuke Sakai revealed the inspiration struck during summer 2024. As streaming services continued eroding DVD and CD rental revenues, the company sought innovative alternatives.

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Though PS5 supply stabilized by late 2024, rumors swirled about impending price hikes due to unfavorable exchange rates. Sony confirmed these suspicions on September 2nd, increasing Digital Edition pricing from ¥59,980 ($427) to ¥72,980 ($520) and disc versions from ¥66,980 ($477) to ¥79,980 ($569). The announcement sparked widespread frustration among Japanese gamers, with Sony's official X post receiving thousands of complaints about the four-year-old console's premium pricing.

"This pricing shift made us reconsider how we could leverage our established rental infrastructure," Sakai explained. Building on decades of experience renting electronics since the late 1980s, GEO possessed both the technical expertise (including PS5 maintenance capabilities) and existing rental frameworks to launch competitively priced services - significantly undercutting rivals charging ¥4,500-¥8,900 monthly.

The February 28 service launch strategically aligned with Capcom's Monster Hunter Wilds release. As Japan's premier gaming franchise faced platform limitations - with Xbox's minimal penetration and demanding PC specifications - PS5 emerged as the optimal choice for many players deterred only by upfront costs.

"Recognizing Monster Hunter Wilds as a potential system-seller, we prioritized launching our rental service concurrently," Sakai noted.

Sakai emphasized GEO's longstanding commitment to democratizing access to premium entertainment, drawing parallels between today's ¥80,000 PS5 and 1980s-era ¥15,000-¥20,000 laserdiscs. For families or students, rental presents a financially viable alternative to outright purchase.

However, potential renters should consider hidden costs: mandatory game purchases/rentals, PlayStation Network subscriptions for online play, and ¥500 daily extension fees beyond the standard one- or two-week rental periods.