Users hit out at Sony after discovering the PlayStation Store offered inconsistent discounts through dynamic pricing.
Sony Interactive Entertainment has been found to be testing dynamic pricing, which means that different accounts on the PlayStation Store were able to see varying prices for the same game at the same time.
Dynamic pricing applies personalised discounts based on a range of factors, such as purchase history, location, and income level. In the case of Sony's occurring test, prices will never exceed the default retail price, but the discounts themselves differ, with some users receiving as much as 56% off on titles.
Sony has grown its dynamic pricing test over the past three months
This development was first reported by PS Prices, a website commonly used by gamers to track discounts across the PlayStation Store and other platforms. According to the site, Sony has been conducting a large-scale A/B price test on its PlayStation Store over the past three months, affecting more than 150 games, including its own AAA titles such as God of War and The Last of Us.
Numerous other studios are also involved, with games from 2K Games, Focus Entertainment, Deep Silver, Bethesda, Rockstar Games, and others experiencing inconsistent pricing.
Examples of the discrepancies include Red Dead Redemption 2, normally priced at US$57 (€49.99), which was offered at an experimental price of US$51 (€44.99). WWE 2K25 showed a 17.6% price difference, while Stellar Blade appeared 12.5% cheaper under the experimental pricing.
The dynamic pricing test is reportedly being conducted across more than 68 regions, including countries in Europe and Asia. The United States and Japan appear to be exempt, likely due to stricter regulation and higher market sensitivity. It is believed that Sony’s adoption of dynamic pricing is aimed at countering slowing PS5 hardware sales, encouraging users to spend at least a small amount, rather than nothing at all.
This essentially means players who don’t typically spend a lot, or are not interested in a specific product, will likely earn bigger discounts to encourage purchase, as opposed to those who actively play. This revelation also follows the recent news of Sony reverting to console exclusivity in a strategic shift.
Users criticise Sony for discriminating prices
Gamers have begun sharing examples of selective discounts online. A viral post on X showed the user's received discount of Assassin’s Creed Unity dropping dramatically on the PlayStation Store, simply after logging in.
Many have criticised the practice as misleading and potentially illegal. One X user commented: “Consumer protection needs to be brought up to modern standards to protect against targeted price gauging.” Many users also called for a boycott of the platform and encouraged physical media purchases. “Please support physical media and abandon digital media asap,” another X user commented.
Sony has yet to respond to the online backlash.
