A retailer in Japan has found success with its rental service for Sony Interactive Entertainment’s current-gen console, the PS5.
According to a report from itmedia.co.jp, a PS5 rental initiative from Japanese retailer GEO, which launched on February 28, 2025, has seen encouraging results. Although usage rates differ slightly by location, the company reports that around half of its participating stores have reached near-full usage just one month after the program began. Across all locations, the overall utilization rate sits at approximately 80%.
Yusuke Sakai, who manages Product Division 1 at GEO and oversees rental products, notes that the service has exceeded initial expectations. Sakai’s team, which also handles CDs and DVDs, has faced declining demand in recent years due to the rise of streaming services. In response to this trend, the idea of offering a PS5 rental service in Japan was conceived.
The concept was developed in summer 2024, coinciding with improved PS5 availability and a rise in retail pricing. The console’s standard edition, previously priced at ¥66,980, saw a price hike to ¥79,980 in September, 2024, making it more difficult for some consumers to justify a purchase. “We started thinking about utilizing our existing rental systems for PS5s,” Sakai explains. GEO already has a nationwide network of around 1,000 stores and deals in both new and pre-owned game hardware and software. “Since we already purchase used PS5s, we had the maintenance experience. The rental model didn’t require new staffing or training, allowing us to offer it at one of the lowest prices in the industry,” adds colleague Yuki Tsukamoto.
The circumstances aligned perfectly. Despite a general downturn in traditional rental businesses, GEO hopes this modern approach will help reintroduce the appeal of physical rentals. “We’d be glad if customers once again recognize the convenience and charm of in-store rentals,” they said.
What Does the PS5 Rental Service Offer?
The offer of renting a PS5 for 980 Yen (converts to around 6.88 US Dollars) for ‘8 days and 7 nights” generated strong interest from consumers. Social media feedback was mostly favorable, with some users describing the offer as a “god-tier service.” “Rental has always been about letting people enjoy expensive items at home for a low cost. This PS5 rental is an extension of that idea,” says Sakai. He notes that the PS5 represents a modern version of a product that is in high demand but expensive to purchase. GEO identified this as a chance to meet consumer interest through short-term rentals.
The affordable 980 yen price point wasn’t just appealing but was also a calculated move. GEO aimed to bring more customers into stores, where increased foot traffic could boost game software sales. Rather than relying on the rentals themselves for profit, the goal was to create a ripple effect across the gaming section. This approach leverages the company’s unique position as a business that not only rents media and sells games but also handles repairs and trade-ins of gaming hardware. According to Sakai, many customers end up buying game software alongside their PS5 rental, which supports overall sales. To further enhance this, GEO has introduced campaigns and discount coupons in conjunction with the rental service, aiming to promote more purchases within the game category.
The service also launched on GEO’s online rental site, “GEO Arekore Rental.” However, because the rental fee remains 980 yen and shipping costs 2,620 yen, the online option ends up being more expensive than renting in-store. Still, demand has been strong, as most units were rented out immediately after launch, and the online availability calendar remains nearly fully booked for six weeks ahead. Online users have expressed interest in added features like a reservation option and a broader view of upcoming availability.
