Exploring Circular Business Models in Gaming Hardware: From Device-as-a-Service to Pre-Loved Marketplaces

The Shift Toward Circularity in Gaming Hardware

The gaming hardware industry stands at a pivotal crossroads. As global demand for consoles, PCs, and accessories continues to surge, so does the urgency to address the environmental impact of their production, use, and disposal. E-waste is now one of the fastest-growing waste streams worldwide, with projections nearing 75 million metric tonnes by 2030. Traditional linear models—where devices are manufactured, sold, used, and discarded—are no longer sustainable, nor are they aligned with evolving consumer expectations or regulatory demands. In response, leading gaming hardware brands are embracing circular business models that extend product lifecycles, reduce e-waste, and unlock new revenue streams.

Circular Business Models: Beyond the Point of Sale

Device-as-a-Service (DaaS)

Device-as-a-Service is transforming how gamers access technology. Rather than purchasing hardware outright, customers subscribe to a service that bundles the device, software, support, and regular upgrades. This model, already popular in the enterprise sector, is gaining traction among consumers. DaaS incentivizes manufacturers to design for durability, repairability, and eventual reuse or recycling, as the responsibility for the device’s entire lifecycle remains with the provider. For gamers, DaaS offers flexibility, predictable costs, and access to the latest technology without the burden of ownership or disposal. For brands, it creates recurring revenue streams, deeper customer relationships, and valuable data on device usage and preferences. Critically, it also enables more efficient recovery, refurbishment, and redeployment of devices, closing the loop and minimizing waste.

Trade-In, Refurbishment, and Certified Pre-Owned Marketplaces

Trade-in and refurbishment programs are now mainstream, with major brands and retailers offering incentives for gamers to return used devices in exchange for credit or discounts on new purchases. These programs not only divert products from landfills but also provide affordable, high-quality technology to new users. Each resale or refurbishment cycle generates additional value for the manufacturer and extends the useful life of the device. Certified pre-owned marketplaces—whether operated by brands, third parties, or as peer-to-peer platforms—are experiencing rapid growth. By ensuring quality, authenticity, and warranty support, these marketplaces build trust, attract value-conscious and sustainability-minded consumers, and create new touchpoints for brand engagement.

Peer-to-Peer and Pre-Loved Marketplaces

The rise of peer-to-peer and pre-loved marketplaces is reshaping the gaming hardware landscape. These platforms enable gamers to buy and sell used devices with confidence, often backed by brand certification and support. By facilitating second and third ownership cycles, brands can maintain customer engagement and capture value throughout the product’s life, while also reducing environmental impact.

Operational, Digital, and Customer Experience Shifts

Transitioning to circular business models requires more than just new sales channels. It demands a digital-first, data-driven approach across the value chain:

The Business Case: Profitability Through Purpose

Circular business models are not just about environmental stewardship—they are engines of profitable growth. Each time a device is resold, refurbished, or repurposed, it generates incremental revenue and deepens customer engagement. Subscription and service-based models provide predictable, recurring income and opportunities for upselling ancillary services such as extended warranties, content, or on-demand support. Operational efficiencies from sustainable practices—such as energy savings, waste reduction, and optimized logistics—translate directly into cost savings and margin improvement. Investors are increasingly prioritizing companies with credible sustainability strategies, seeing them as better positioned to weather regulatory changes and future-proof their business.

Meeting the Demands of a New Generation

Today’s gamers—especially Gen Z and Millennials—are more intentional than ever, seeking brands that align with their values and are transparent about their environmental and social impact. Research shows that a majority are willing to pay more for sustainable products, but skepticism about “greenwashing” is high. Brands must provide clear, standardized, and transparent information about the environmental impact of their products—through eco-labels, third-party certifications, and honest communication about progress and challenges.

The Path Forward: Circularity as a Competitive Advantage

The future of gaming hardware is circular, data-driven, and customer-centric. Brands that invest in digital transformation, supply chain innovation, and customer-centric circular platforms will not only reduce their environmental footprint but also unlock new sources of value, resilience, and growth. The journey requires:
At Publicis Sapient, we partner with gaming and technology leaders to design, operationalize, and scale circular business models—helping them turn sustainability from a challenge into a competitive advantage. The brands that lead on circularity will not only help solve the e-waste crisis but also secure their place in a more resilient, profitable, and purpose-driven future.