Sony Conducts Dynamic A/B Pricing Experiment on PlayStation Store
Sony is currently experimenting with dynamic A/B pricing on the PlayStation Store, as indicated by new findings. PSprices, a service that monitors PlayStation Store prices across more than 50 regions, discovered unusual offer structures in PlayStation API responses. These structures contained identifiers like IPT_PILOT and IPT_OPR_TESTING, suggesting that Sony is testing different pricing models.
Details of the Dynamic Pricing Experiment
While Sony has not officially commented on this pricing strategy, it is believed that the experiment started in November 2025. Reports indicate that over 150 games across 68 regions are affected by this dynamic pricing method. These regions include:
- Europe
- Middle East
- Africa
- Latin America
Notably, Japan and the United States appear to be excluded from this experiment. This exclusion may be due to stricter regulations and heightened market sensitivity in these areas.
Personalized Discounts
A recent development within this experiment suggests that Sony is also testing more personalized discounts during sales. Games marked with IPT_OPR_TESTING or IPT_PILOT feature varying price adjustments. Discounts offered can range from 5.3% to 17.6%, depending on factors such as the specific game, user profile, and purchase history.
This list includes notable titles from first-party AAA games as well as publications from renowned companies like 2K, Focus, Deep Silver, and Bethesda.
Additional Reports
In related news, it has recently been reported that Sony plans to reduce the release of PlayStation 5 exclusives on PC, further indicating shifts in their strategy beyond pricing models.
