PS5 Rentals Boom in Japan Amid Shortages

In Japan, PS5 console rentals have experienced an unexpected boom in recent months. But why are consumers choosing temporary access over owning Sony's latest hardware? This trend stems from multiple factors including price increases, a major game release, and strategic timing by a Japanese retail chain.

Since February, GEO Corporation — Japan's retail network specializing in media rentals — has offered weekly PS5 rentals starting at ¥980 (~$7), with two-week options available for ¥1,780 (~$12.50). The service has proven remarkably successful, with nearly all available consoles rented across participating locations.

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GEO's Yusuke Sakai explained to ITMedia that declining DVD/CD rental revenue—due to streaming dominance—prompted exploration of alternative services. By summer 2024, despite resolving shortages, rumors suggested Sony might hike PS5 prices due to unfavorable exchange rates.

These concerns materialized when Sony raised Japanese prices by ¥13,000 (~$90), sparking frustration. Many criticized paying nearly ¥80,000 ($570) for aging hardware without matching upgrades.

"We saw an opportunity," Sakai noted. Leveraging GEO's established rental infrastructure and refurbishment expertise helped minimize costs, allowing competitive pricing unavailable elsewhere—previous rentals averaged ¥4,500–8,900 monthly. This accessibility likely fueled recent rental surges.

The February 28 launch serendipitously aligned with Monster Hunter Wilds. With Xbox struggling domestically and PC requirements potentially prohibitive, PlayStation became many players' sole option—one now accessible affordably.

"Recognizing Monster Hunter Wilds as a system-seller, we prioritized rollout timing," Sakai remarked.

Sakai highlighted GEO's enduring mission: making premium entertainment accessible. He compared today's ¥80,000 consoles to 1980s ¥15–20k home videos, noting GEO historically bridged affordability gaps.

However, hidden expenses—game purchases/rentals, PlayStation Plus subscriptions—may erode initial savings. Currently limited to weekly/two-week terms, extensions cost ¥500 daily.