- Sony has conducted a dynamic pricing experiment in the PlayStation Store
- The system has been running since November 2025 and affects Sony’s own first-party games
- Users in certain regions are offered discounts of up to 27.8%
Sony has reportedly been testing dynamic pricing on the PlayStation Store for months.
That’s according to PSPrices, which claims Sony has been running an A/B testing experiment showing different prices to different users since November 2025.
In the first four months, the experiment grew from just 50 games in 30 regions to now over 190 games in more than 70 regions.
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Sony is reportedly testing the prices of its own first-party titles, e.g Astro Botand launched “a new IPT_LTM program with elastic pricing,” which PSPrices said it discovered because it “tracks PlayStation Store prices in more than 50 regions.”
“Our system detected unusual offer structures containing experiment IDs (IPT_PILOT, IPT_OPR_TESTING) in PlayStation API responses,” the site explained. “These experimental prices are only shown to certain segments of users selected by Sony.”
PlayStation Store users have apparently seen various prices that are actually lower than standard prices on games such as The last of us part 2, God of War, Spider-Man, Helldivers 2, Stellar Bladeand more.
The reports add that “personal discounts have appeared during sales,” offering discounts as high as 12.6% on the aforementioned titles.
Although the US was initially thought to be exempt from the experiment, PSPrices from March claims that “this is no longer true” and discovered that Sony had since included PlayStation’s biggest market.
“In March 2026, we discovered that the US was included in the experiment – and discounts there are significantly deeper than in Europe,” it said. “While the discounts in Europe are 10-17%, in the US they reach 27.8%.”
Some third-party games have also received discounts, e.g WWE 2K25, Warhammer 40,000: Space Marines 2, Kingdom Come: Deliverance 2, Red Dead Redemption 2and more.
In addition to regular discounts, PSPrices reports during the February PlayStation Store sale that it found experimenters also received another discount compared to regular users.
“For example Helldivers 2 was sold to regular users at -25%, while experimental participants saw -56%,” it said.
Dynamic pricing is a method companies use to adjust the cost of their products in real time based on demand, and it is often seen as a rather unfair practice; the UK government has previously launched an investigation into Ticketmaster for the same.
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