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PS5 Console Rentals Surge in Japan: Here's Why

by Ethan Apr 23,2025

In recent months, the trend of renting PS5 consoles in Japan has seen a significant surge, driven by a combination of factors including price increases, the launch of a popular game series, and the introduction of a new rental service by a major retailer.

In February, GEO Corporation, a well-established chain with approximately 1,000 stores across Japan, began offering PS5 rentals at competitive rates. Customers can rent a PS5 for as low as 980 yen (about $7) for a week, or 1,780 yen (about $12.50) for two weeks. This initiative has proven extremely successful, with rental rates at GEO's 400 participating stores reaching between 80% to 100%.

Yusuke Sakai, the manager responsible for GEO's rental products, told ITMedia that the concept of renting out PS5s was conceived in the summer of 2024. At the time, the demand for DVD and CD rentals was waning due to the rise of streaming services. Meanwhile, rumors of an impending PS5 price hike in Japan due to unfavorable exchange rates began circulating. On September 2, 2024, Sony confirmed these rumors by increasing the price of the PS5 Digital Edition from 59,980 yen (about $427) to 72,980 yen (about $520), and the disc drive version from 66,980 yen (about $477) to 79,980 yen (about $569). This move was met with significant backlash from Japanese consumers, who expressed their frustration over the high cost of the four-year-old console on Sony’s official X announcement.

Sakai explained that GEO saw an opportunity to leverage its existing rental infrastructure, which has been in place since the late 1980s, to offer PS5 rentals. With experience in selling, repairing, and renting various electronics, GEO was well-positioned to manage the logistics of PS5 rentals efficiently. This existing expertise allowed GEO to keep rental prices significantly lower than those of competitors, who typically charged between 4,500 to 8,900 yen per month.

The timing of GEO's PS5 rental service launch on February 28 was strategically aligned with the release of "Monster Hunter Wilds" by Capcom. Given the Monster Hunter series' immense popularity in Japan and the game's limited platform availability, many players were eager to play it on the PS5 despite the console's high price. The lack of Xbox popularity in Japan and the high PC specifications required for "Monster Hunter Wilds" made the PS5 the preferred choice for many gamers.

Sakai emphasized that the launch of "Monster Hunter Wilds" was a key driver behind GEO's decision to prioritize the timely setup of the PS5 rental service. He also highlighted GEO's longstanding business philosophy of making expensive products more accessible through rentals, drawing parallels to the company's early days when it made renting movies affordable despite the high cost of purchasing them.

However, while the rental service offers an attractive alternative to buying a PS5, it's important to consider additional costs. Renting or purchasing games and subscribing to PSN for online play can add up. Moreover, GEO's rental plans are limited to one or two weeks, with an additional daily fee of 500 yen for extended rentals.