In Japan, renting a PS5 console has recently become a major trend. But why are consumers choosing to rent rather than buy Sony’s latest hardware? The reasons behind this shift are multifaceted, involving rising console prices, the release of a highly anticipated game series, and the successful rollout of a new rental service by one of Japan's largest entertainment retailers.
GEO Corporation, a nationwide chain with around 1,000 stores specializing in movie, music, and game rentals and sales, launched its PS5 rental program in February. With rental fees starting at just 980 yen (approximately $7) for one week and 1,780 yen (around $12.50) for two weeks, the service has proven immensely popular. At the 400 stores currently offering the option, between 80% to 100% of available PS5 consoles are rented out regularly.
According to Yusuke Sakai, manager of GEO’s rental product division, the idea for the PS5 rental service originated during the summer of 2024. This was when declining DVD and CD rental demand—largely due to streaming services—prompted the company to explore alternative offerings.
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At that time, although supply shortages had eased, rumors were circulating that the PS5 would see a price increase in Japan due to unfavorable exchange rates. On September 2, 2024, Sony confirmed these fears, raising the Digital Edition from 59,980 yen ($427) to 72,980 yen ($520), and the disc-equipped model from 66,980 yen ($477) to 79,980 yen ($569). Many Japanese consumers reacted negatively on social media, especially given that the console was already four years old.
It was then that GEO began seriously exploring the possibility of adding PS5s to its existing rental inventory. With decades of experience selling, repairing, and renting electronics—including consoles, DVDs, and CDs—GEO already had a robust rental infrastructure in place. Its expertise in reselling and refurbishing second-hand devices allowed the company to keep costs low, enabling it to offer much more competitive pricing compared to earlier PS5 rental providers, which typically charged between 4,500 and 8,900 yen per month.
This affordability made trying out a PS5 far more accessible for curious gamers, contributing significantly to the surge in rentals.
The launch date of GEO’s PS5 rental service—February 28—strategically aligned with the release of Monster Hunter Wilds. Capcom’s Monster Hunter franchise is especially beloved in Japan, but the game’s limited platform availability left many players uncertain about how best to access it. With Xbox having minimal presence in the Japanese market and the PC version requiring high-end specs, the PS5 emerged as the most viable option—except for its steep purchase price.
“We knew Monster Hunter Wilds would be one of the year’s biggest titles, so we prioritized launching our service in time for its release,” said Sakai.
Sakai also highlighted how this initiative reflects GEO’s longstanding mission: to let customers try expensive products without the full financial commitment. He drew parallels to the 1980s, when a single VHS or laserdisc could cost 15,000–20,000 yen, making rentals an affordable alternative at around 1,000 yen per night. Today, with the PS5 priced close to 80,000 yen, it’s a significant investment for parents buying for children or students saving up on their own—making rental options all the more appealing.
That said, renting a PS5 isn’t necessarily cheaper in the long run once you factor in additional expenses like game purchases or rentals, and the mandatory PlayStation Plus subscription for online play. Also, GEO’s current rental plans only allow for one-week or two-week periods, with extensions costing 500 yen per day. Still, for those who want a short-term taste of next-gen gaming, the convenience and affordability of this service seem hard to beat.
