Renting gaming consoles is making a strong comeback, especially in Japan, where the PlayStation 5 is at the heart of this renewed trend. Once considered a relic of the early 2000s—when consoles like the PlayStation 2 could be borrowed from video stores—this model of temporary ownership is now proving to be a hit once again. Recent developments show that Japanese gamers are embracing the opportunity to rent the PS5 in large numbers.
According to IT Media, a Japanese outlet, the rental company Geo has reported that nearly 80% of its available PS5 units are currently out on loan. This initiative, launched only a few months ago, is already yielding significant results. Traditionally, Geo focused on the rental of physical media such as CDs, DVDs, and Blu-rays from its approximately 1,000 stores throughout Japan. However, in response to the rising cost of the PS5—now priced at 79,980 yen, up from 66,980 yen due to inflation and unfavorable exchange rates—the company introduced console rentals as a new offering.
Geo’s product manager, Yusuke Sakai, explained to IT Media that the foundation of rental services is to allow access to high-cost products at an affordable price, right from the comfort of home. The decision to include the PlayStation 5 in its rental catalog aligns with this philosophy. The pricing model certainly reflects this approach, with the PS5 available for just 980 yen per week—approximately one U.S. dollar per day. This makes it a cost-effective option for those who wish to spend a few days diving into games like Astro Bot or even Elden Ring, particularly during holidays or breaks.
Console Rentals Elsewhere: A Different Landscape
In other parts of the world, including the United States, console rental services still exist but are seemingly less in demand. Companies like Rent-A-Center offer a PS5 rental for around $26 per week—considerably higher than Geo’s rate, though still a feasible short-term solution. Despite this, changing trends in the gaming industry have made short-term console rentals less appealing. The decline of group-focused titles like Guitar Hero, which once justified weekend rentals for parties or trips, and the rise of mobile gaming and backward compatibility, have reduced the need for temporary access to high-end hardware.
Additionally, the desires of younger gamers have shifted. Rather than seeking hands-on time with the latest consoles, many now prefer digital content like in-game currencies or cosmetic upgrades in titles such as Fortnite or Roblox. Nonetheless, if the industry ever transitions fully into a digital, hardware-free ecosystem, there may be renewed interest in retro console rentals, offering a nostalgic return to gaming’s physical roots.
For now, Japan’s PS5 rental boom offers a glimpse into how accessibility and affordability can revive old habits in the gaming world.