Rental of PlayStation 5 boom in Japan and boosts physical media sales

In a time when the industry rushes towards digital and many were already burying physical media, an unusual idea emerged to prove that there is still space for the good old disc: the PlayStation 5 rental service in Japan. And, surprisingly, the strategy became a success.

The retailer GEO launched the service on February 28, 2025 as a response to the decline in demand for CDs and physical DVDs, impacted by the rise of streaming services. To revitalize its rental sector — which already had expertise in maintaining used consoles — GEO invested in the PS5. And the bet paid off: just over a month later, the average utilization rate is already 80%, with some stores practically sold out, according to information from IT Media.

The concept, which began to be developed in the summer of 2024, was not random. Yusuke Sakai, manager of the products division at GEO, explained that the increase in the price of the PlayStation 5 in the Japanese retail market — from ¥66,980 to ¥79,980 — opened a perfect opportunity: to make renting a viable alternative for those who wanted to experience the new console generation without spending a fortune.

"The concept was designed as a way to connect the physical experience with the modern audience, who still values having the console in hand, even if for a limited time," said Sakai in an interview.

The price, of course, helped: 980 yen for 8 days and 7 nights (about R$32 at the current exchange rate). The value, considered extremely affordable, generated buzz on social media, with Japanese users describing the service as "god level" — which, in Japan, is practically a seal of supreme approval.

But the success did not stop there. In addition to boosting console rentals, the initiative had a positive side effect: it also boosted the sale of physical games for PlayStation 5. Many customers, when renting the console, decided to buy physical media to enjoy during the period, reigniting a flame that many analysts already considered extinguished. To capitalize even more, GEO launched promotional campaigns and discount coupons to encourage the purchase of games along with the rental.

The service is also available on the GEO Arekore Rental website, but with an important difference: the shipping cost of ¥2,620 makes this option significantly more expensive than physical pickup in store. Still, online demand is also strong, with the reservation calendar practically full for the next six weeks.

While the global market sees intense discussions about the future of physical media — driven by movements such as the closure of the Xbox 360 digital store announced by Microsoft in 2024, or the controversy over games that require permanent connection even on physical media — Japan once again shows its cultural peculiarity: there, the tangible experience still matters.

The success of renting the PlayStation 5 by GEO is more than good news for the market: it is a lesson. When convenience, fair price, and respect for gamer tradition are offered, the physical model not only survives — it thrives.

Whether other networks and regions will adopt similar practices is still an unknown, but it is clear that, at least in Japan, the PlayStation 5 rented for a week can be the gateway to a market that many considered dead — and that now proves to be very much alive.