Sony is Testing Dynamic Pricing on the PS Store

[Moonface]

• Sony has been running a large-scale A/B price test since November 2025 across 70+ regions, showing different prices to different users for the same games.
  
• The US market was added to the experiment in March 2026, featuring 189 games, the largest set among all regions.
  
• Japan remains the only major market that is not included in this testing.
  
• Over 190 games across three programs: IPT_PILOT, IPT_OPR_TESTING, IPT_LTM.
  
• Discounts in the US up to 27,8%, in Europe up to 17,6%.
  
• Sony included its own AAA titles: Spider-Man 2, God of War, HELLDIVERS 2, Gran Turismo 7.
  
• Among publishers: Sony, 2K Games, Focus Entertainment, Deep Silver, Bethesda, Rockstar, Ubisoft.
  
• Personalized discounts during sales — a new stage of the experiment.
  

Source: PS Prices

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I don't ever buy anything from the PS Store usually, but I can't see how this test doesn't end up with Sony getting a lawsuit filed against them. Imagine buying something from the PS Store and finding out later you paid more than someone else because you were placed into this A/B test with zero consent or knowledge? This whole thing is straight up bullshit and I'm surprised I hadn't heard anything about it until now.