A newly announced update for the PlayStation 4 called Share Play will allow players to join in a friend’s game online, even if the person joining doesn’t have a copy of the game. Share Play will be available in the fall.

Sony also recently launched Playstation Now, a streaming service that allows people to rent games for far less than the retail price. Electronic Arts (EA), meanwhile, has its own streaming service for XBox One that gives gamers access to a range of titles for a monthly fee.

The announced death of console gaming may have been premature, as the industry is creating greater flexibility about how games can be purchased and played. A number of services have arisen to offer samples of games without players having to shell out $60 for each new title. And Sony said Tuesday it has sold 10 million PS4 consoles, easily beating the pace for its last generation of consoles. Share Play is one way the gaming giant is looking to the future.

However, streaming services make content creators nervous. While these services could potentially decrease incentive buy games traditional methods, Sony’s not worried. At the moment, the company sees the Share Play feature purely as a way to help get gamers excited about games they don’t yet own. Sony is just leaving its options open for different business models in the future.

Game developers will also have the option to write code that keeps the Share Play feature from working, but Sony predicts that developers won’t see it as any more threatening than old-fashioned disc sharing. ”There is a sensitivity to sharing discs, because you can complete the game that way,” says John Koller, Playstation’s head of marketing. “This way, you get a taste. To get the full meal, you have to buy the game.”

David Edery, the chief executive of Spry Fox, whose game Road Not Taken was recently released for PS4, said he’s excited for Share Play, mostly because it mimics the way he played games as a kid. ”Sony has a vested interest in making sure games keep selling,” he says. “Bear in mind that the Playstation division generates nearly all its profit from games, not hardware.”