Sony is reportedly testing dynamic pricing on the PlayStation Store.
As first reported by PSprices, Sony is allegedly running an A/B testing system that shows different prices to different users as part of an experiment. The report suggests the test has been running since November 2025, and currently impacts over 150 games in 68 territories.
You may remember the backlash to dynamic pricing when concert ticket vendor Ticketmaster was accused of hiking the price of high-demand tickets for the Oasis reunion tour, prompting intervention from the UK government and new rules to prevent the resale of tickets for live events above the original cost. Of course, the issue there was scaling prices up when demand surged, whereas Sony’s test appears to be examining the impact of discounts and a customer’s prior purchase history.
PSprices said it spotted the trend because it “tracks PlayStation Store prices in more than 50 regions.”
“Our system detected unusual offer structures containing experiment identifiers (IPT_PILOT, IPT_OPR_TESTING) in PlayStation API responses,” it explained. “These experimental prices are shown only to certain segments of users selected by Sony.”
Games thought to be part of the test include PlayStation-published titles like God of War, Spider-Man, Helldivers 2, and Stellar Blade, with “personalized discounts” also popping up during sales, offering discounts as high as 12.5%. Some third-party games have also seemingly been involved, including WWE 2K25, Warhammer 40,000: Space Marine 2, Kingdom Come: Deliverance 2, and more offering discounts anywhere from 5.3% to 17.6%.
It seems the games are designated as either IPT_OPR_TESTING or IPT_PILOT and have been tested in a number of countries, including Europe, the Middle East, Africa, and Latin America. The test has not been conducted in the US or Japan due to alleged “stricter regulation and higher market sensitivity.”
Last week, a new report revealed that both Ghost of Yotei and Saros will remain exclusive to PlayStation 5 as Sony begins to pull back from PC. The expectation is Insomniac’s Marvel’s Wolverine won’t make the jump to PC, either. The news came shortly after we learned Sony may have to delay the release of the PS6 to 2028 or even 2029 as a result of the AI-fueled chip crisis.
Vikki Blake is a reporter for IGN, as well as a critic, columnist, and consultant with 15+ years experience working with some of the world’s biggest gaming sites and publications. She’s also a Guardian, Spartan, Silent Hillian, Legend, and perpetually High Chaos. Find her at BlueSky.
