In a remarkable turn of events, GEO's PlayStation 5 (PS5) rental service has achieved full capacity at over 200 locations across Japan just one month after its launch. This innovative program, which kicked off on February 28, 2025, coincided with the release of the highly anticipated game, Monster Hunter Wilds. The rental service allows customers to rent a PS5 for eight days at a cost of 980 yen (approximately $6.90 USD) or opt for a more extended fifteen-day plan priced at 1,780 yen ($12.50 USD). Additionally, customers can extend their rental period daily for 500 yen.
Initially focused on renting out CDs, DVDs, and physical games, GEO has successfully adapted its business model to incorporate console rentals, capitalizing on its established infrastructure. This shift comes at a time when the demand for disc-based media is declining, and the price of the PS5 saw a significant increase in Japan last September. By repurposing its logistics, GEO has managed to introduce a rental service that requires minimal additional investment.
Interestingly, while console rentals may seem like a novel idea today, they are not entirely new. During the PlayStation 2 era, many game shops in Japan and other regions offered similar services. Rental kiosks for gaming hardware have appeared intermittently over the years. GEO's current approach modernizes this concept, leveraging its extensive store network and targeting an audience already familiar with short-term access models.
Each PS5 console rented out is factory reset after use, ensuring that no save data carries over between rentals. While this policy might limit continuity for players who engage in longer gaming sessions, it may also encourage customers to book for extended periods—particularly for those tackling time-intensive titles that require more than a few days to complete. Customers do have the option to bring their own external storage devices to manually transfer data if they wish.
Despite the strong sales of the PS5 in Japan, GEO’s rental service appears to cater to a different demographic: gamers who seek short-term access to the latest console without the hefty price tag that comes with ownership. As of now, the service remains exclusive to Japan, with no announcements regarding similar rental programs in the U.S. or other regions.
The booming success of GEO's PS5 rentals reflects a broader trend in consumer behavior, particularly as rising console prices prompt gamers to seek alternative solutions. With the escalating costs of gaming hardware, many players are re-embracing the concept of rentals, reminiscent of the days when renting games was a common practice.
As reported by VGC, there has been a notable surge in interest in console rental businesses across Japan. According to IT Media News, customers can rent a PS5 for either ¥980 ($6.62) for six days or ¥1,780 ($12.02) for fifteen days. This flexible pricing structure has made it easier for gamers to enjoy the latest titles without the financial burden of outright purchase.
However, the rapid growth of this rental model has left GEO struggling to keep up with demand. The retailer has reported that they are frequently out of consoles due to the overwhelming popularity of the service. GEO acknowledged their surprise at the level of interest and demand, stating, "The popularity of local rental shops is declining, but I'd like to remind everyone of the benefits of renting once again in a new format. I'd be happy if people could experience the immediacy of being able to rent on the spot and the benefits that only a brick-and-mortar shop can provide."
This resurgence in console rentals is not just a localized phenomenon. As prices for gaming consoles continue to rise globally, there are indications that similar rental services could emerge in other markets, including the United States. Sony has recently increased PS5 prices in select regions, citing challenging market conditions. As gaming becomes more expensive, consumers may increasingly opt to borrow consoles rather than commit to ownership.
The rising trend of rentals could signal a significant shift in how gamers approach access to gaming technology. The traditional model of purchasing consoles and games may be evolving as consumers seek more economical alternatives. If the demand for rental services continues to grow, it may pave the way for a new era of gaming where short-term access becomes the norm.
While the future of GEO's PS5 rental service remains uncertain, the current success indicates a strong appetite for this type of offering among Japanese gamers. The company’s ability to adapt to changing market dynamics and consumer preferences could serve as a blueprint for retailers in other regions looking to capitalize on similar trends.
In conclusion, GEO's PS5 rental service is not only providing a cost-effective solution for gamers in Japan but is also potentially reshaping the gaming landscape. As more players turn to rentals in response to rising prices, the gaming industry may witness a revival of rental services, reminiscent of a bygone era.
