"The percentage varies depending on the time of year, but it's a very healthy conversion of rent-to-purchase rate."Īccording to Calnan, this gives the games industry an opportunity to engage with an audience that might not otherwise discover their games through avenues like the games media, video game stores or the virtual storefronts of Xbox Live and the PlayStation Network. "We have a 20-50 percent conversion rate of people buying a game after they've tried it through Redbox," Calnan said. While this number may seem small, Calnan told Polygon it's actually a big deal for the games industry. During the company's first quarter for this year it topped 200 million rentals, of which video games accounted for two percent. Select markets also offer games from the PlayStation 4, Xbox One and Wii U. Redbox currently has automated rental kiosks for DVDs, Blu-ray discs and video games at more than 35,000 locations across North America and offers game rentals for the PlayStation 3, Xbox 360 and Nintendo Wii. An increasing number of people are streaming and downloading video games, but this doesn't mean the end for physical goods, nor does it spell trouble for game rentals - that's according to Redbox's director of video games, Ryan Calnan.
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