Redbox director of video games Ryan Calnan has said that rentals are considered a force for good by publishers.
Speaking to Gamespot, Calnan pointed to Redbox’s rental program, which found a 20-50% conversion rate from renting a game to buying it. In addition, Calnn said, 50% of Redbox’s customers refuse to buy a game if they can’t rent it first.
Calnan also noted that publishers are onboard with rental services, pointing to the release of Saints Row IV as an example. As part of the title’s release, publisher Deep Silver worked with Redbox to advertise the game in Redbox kiosks. A similar campaign was run with Square Enix’s release of Thief, and both games enjoyed boosted sales thanks to the promotion, Calnan said.
Redbox and Deep Silver believe that the program they put together with Redbox was instrumental in the success of Saints Row IV both at Redbox and at retail sales.