Japan has long been a country synonymous with gaming. Since Nintendo popularised video games in the 1980s and Sony pushed the market forward with its PlayStation consoles, Japan has been at the epicentre of gaming culture. But now its lust for video games appears to be mellowing.

From being accustomed to renting our homes, and that power drill you only need once, we now don’t mind renting a nail polish that someone else has already had their hands on, or not owning our washing machine. But why aren’t people so keen to own material possessions anymore?

Video games are appealing because players are able to lose themselves in a different world. Developers are constantly looking for new ways to blur the line between fantasy and reality, so as technology becomes ever more intuitive to players' natural movements, the future of gaming is all about interface.

You can stream the latest series of The Walking Dead via Netflix, and listen to Prince’s new albums via Spotify. In today's connected world, people subscribe to services for music, films, food and even fresh pants. And now Jukely is bringing the model to live entertainment.