Sony Launches Game Console Rental Program in the UK
Sony has begun an experiment in the British market. The company's UK division has offered gamers an alternative to purchasing—long-term rental of game consoles. The program, called Flex, involves renting the devices, not installment plans or leasing with subsequent purchase.
Under the Flex program, customers can rent not only the base models of the PlayStation 5 but also the enhanced PS5 Pro version. Additionally, related devices are available—the PS VR2 virtual reality headset, the PlayStation Portal handheld console, and the advanced DualSense Edge gamepad.
The program's tariff policy is structured to motivate users to choose the longest possible rental period. The longest contract is designed for three years and will cost £9.95 (approximately 1,000 rubles) per month. If a one-year period is chosen, the fee increases to £14.59 (approximately 1,500 rubles) per month. A flexible tariff without strict obligations is also provided: for £19.49 (around 2,000 rubles) per month, the user can return the console at any time.
If you calculate the total cost of renting the base PS5 version for three years, the amount will be £358.2 (approximately 38,000 rubles). Meanwhile, a new console in retail stores costs £429.99 (approximately 45,000 rubles). At first glance, renting seems economically advantageous, but there is a significant limitation: at the end of the term, the user does not receive ownership of the device.
Unlike some Microsoft programs, where the Xbox Series X becomes the customer's property after completing payments, Sony retains ownership of the console. Although Raylo, the company responsible for implementing Flex, allows for the possibility of individually discussing the purchase of the device, such an option remains more of an exception than standard practice.
Currently, the program is available exclusively to UK residents. The company provides free delivery of the console the day after the application is submitted. Sony has not yet announced plans to expand the program's geography, including to European countries. The decision to scale will likely be made based on an analysis of demand for the service in the UK.
This approach to providing gaming hardware is not unique in the market. For example, HP has launched a rental program for Omen gaming laptops in the US with a monthly fee of up to $130. And NZXT has been offering gamers the opportunity to use gaming PCs via subscription for several years.