It looks like not all publishers are hating on companies that allow consumers to play their title without running out and buying it for full price at a store. In fact, Blockbuster has stated to MCV that they are actually seeing a lot of support from game publishers. This is because companies actually see a decent amount of money from rentals unlike with used games where the companies see no actual return.
Gerry Butler, commercial director has stated that “We have ramped up the rental side of our business and we have got an awful lot of support from publishers. Publishers like renting as it takes away from trade-ins. The problem with trade-ins is the publisher doesn’t get any money. The advantage of renting is that they get quite a lot of money.” Of course considering players who rent from Blockbuster still suffer from a missing online pass, at least companies are happy about this one.