Trending Now - Sony Tests Dynamic A/B Pricing on Playstation Store

WHO:

Sony, PSprices, 2K, Focus, Deep Silver, Bethesda, UK consumers, Sony fans

WHAT:

Sony is testing dynamic A/B pricing on the PlayStation Store.

The experiment has been impacting the prices of over 150 games.

The dynamic pricing is occurring across around 139 games.

Discounts offered range between 5.3% and 17.6%.

Example price for Assassin’s Creed Unity is £3.74 (~$4.99) when logged out and £9.99 (~$13.34) when logged in.

The experiment is being conducted in 68 territories.

WHERE:

The experiment is occurring in Europe, the Middle East, Africa, and Latin America.

The US and Japan are excluded from the experiment.

WHEN:

The dynamic pricing experiment has reportedly been running since November 2025.

The current date is March 10th, 2026.

WHY:

The motivation behind the dynamic pricing is to potentially increase revenue for Sony.

UK consumer law allows this practice as long as the retailer is transparent.

HOW:

The pricing adjustments are based on user segments selected by Sony.

The system detected unusual offer structures containing experiment identifiers (IPT_PILOT, IPT_OPR_TESTING) in PlayStation API responses.

Sony has included disclaimers on the PS Store demonstrating the lowest price in the past 30 days.

(UPDATED March 10, 2026 07:16 UTC)

Sony is currently testing dynamic A/B pricing on the PlayStation Store, impacting over 150 games across 68 territories in Europe, the Middle East, Africa, and Latin America, while excluding the US and Japan. Discounts range from 5.3% to 17.6%, with notable price variations such as Assassin’s Creed Unity costing £3.74 when logged out and £9.99 when logged in. This experiment, which has been running since November 2025, aims to potentially boost revenue for Sony, and the company is ensuring transparency by including disclaimers about the lowest prices in the past 30 days.