GameStop responds to PS5 internet requirements and promotes physical games

Recent changes to PlayStation’s online check-in requirements for digital games have sparked controversy, and GameStop is taking advantage of the backlash with a new ad campaign. A sizable part of the PlayStation community has voiced frustration over the changes, and GameStop appears to be tailoring its marketing strategy accordingly.

New PlayStation requirements

In March 2025, PlayStation added new Digital Rights Management (DRM) requirements that make online check-ins mandatory for its digital products. This means newly downloaded games on PS4 or PS5 need an internet connection for a 30-day license check. If PlayStation Network can’t verify that the console has the correct license for a game before that period expires, the game can no longer be played.

Mixed reactions from the community

The rollout of this new DRM has raised major concerns among players. Many fear that long internet outages could limit access to their game libraries, making them feel like they don’t truly own the games they’ve purchased. That has led to criticism from the community and even campaign groups such as Stop Killing Games.

GameStop’s ad campaign

In response to the controversy, GameStop has launched an ad campaign urging consumers to buy more physical games. The ads show a PS5 with a piece of tape over the disc slot and the message “NO LIMITS.” The campaign includes discounts: 10% off when buying two to three games, 20% off for four to five, and 30% off for six or more games in a single transaction.

Changes in game sales

The situation is complicated by the ongoing decline in physical game sales. In 2025, physical game sales in the United States hit a record low of $1.5 billion, down 11% from 2024. That reflects a long-running trend in which digital downloads have taken over the gaming industry, with annual spending on physical games reaching its lowest level since 1995.

These developments in the gaming industry highlight the tension between traditional gaming models and the rise of digital distribution. With this campaign, GameStop is not only tapping into current frustration, but also trying to capitalize on the growing shift toward digital.