Maybe, though does MS really need to compete ? Any third party (not game development/publishing related) could do a digital rental service (obviously with the consent of the conosle manufacturer).
If PS+ is really is a profitable thing, then I don't see why others won't try to get it on other gaming platforms.
If they don't think it's worth the hassle then there won't be such apps.
I for one don't think that PS+ is a money making machine. They need to give third parties their share for offering games. Since that affects millions of PS+ users, third parties are ruining their potential userbase, so I think the share has to be quite big.
On top of that Sony is offering many of their oldies, thus they are cannibalizing the sales of their own games (where they get the most revenue).
Then there is one big question that remains and that is of great importance. Are PS+ users buying less games than non PS+ users ? (for example waiting for them to arrive on the PS+ service).
If the answer is yes, then I don't think third parties or Sony would be very happy.
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