Sony Allegedly Conducting Dynamic Pricing Trials on PlayStation Store

Sony is reportedly experimenting with dynamic pricing on the PlayStation Store, according to recent findings. The news, first brought to light by PSprices, indicates that Sony is allegedly implementing an A/B testing system that displays varying prices to different users as part of a trial. This test is said to have been active since November 2025 and currently affects more than 150 games across 68 regions.

Dynamic pricing has previously sparked controversy, notably when Ticketmaster faced backlash for raising prices on high-demand tickets for the Oasis reunion tour, leading to UK government intervention and new regulations to curb ticket resale above face value. However, Sony's test appears to focus on discounts and customer purchase history, rather than price hikes during peak demand.

PSprices, which monitors PlayStation Store prices in over 50 regions, detected the trend through unusual offer structures in PlayStation API responses, featuring experiment identifiers like IPT_PILOT and IPT_OPR_TESTING. These experimental prices are reportedly shown only to specific user segments selected by Sony.

Games involved in the test include PlayStation-published titles such as God of War, Spider-Man, Helldivers 2, and Stellar Blade, with "personalized discounts" reaching up to 12.5% during sales. Third-party games like WWE 2K25, Warhammer 40,000: Space Marine 2, and Kingdom Come: Deliverance 2 have also been part of the trial, offering discounts ranging from 5.3% to 17.6%.

The games are categorized as either IPT_OPR_TESTING or IPT_PILOT and have been tested in regions including Europe, the Middle East, Africa, and Latin America. Notably, the test has not been conducted in the US or Japan, reportedly due to stricter regulations and higher market sensitivity.

This development follows recent news that Ghost of Yotei and Saros will remain PlayStation 5 exclusives as Sony scales back PC releases, with Insomniac's Marvel's Wolverine also expected to stay console-only. Additionally, Sony may delay the PS6 release to 2028 or 2029 due to the AI-driven chip crisis.