Sony is reportedly testing dynamic pricing for its games, with price differences between players.

According to several observations, Sony is experimenting with a new dynamic pricing system for certain games.

While this practice is already widespread in other digital sectors, its potential arrival in the video game world could provoke numerous reactions.

Between the commercial opportunity for the publisher and the perception of injustice for players, this experiment could transform the way games are sold online…

Sony is experimenting with variable prices on more than 150 games

According to observations from the website PS Prices, Sony is currently conducting a large-scale test on the PlayStation Store. Initially limited to around fifty games in about thirty regions, the experiment now reportedly involves more than 150 titles across 68 regions worldwide, including Europe. The principle is based on user segmentation, where players are divided into different groups—a control group and a test group—and do not necessarily see the same prices for the same game. Some Sony blockbusters are said to be included in this system, notably Marvel’s Spider-Man 2, whose standard price of €79.99 was reportedly displayed at €69.99 for some users, a difference of approximately 12%. Other popular titles such as Helldivers 2, God of War, and Stellar Blade are also among the games used for this experiment.

And the system isn't limited to Sony productions, as games published by other studios, such as Red Dead Redemption 2, are also appearing in the tests.

Personalized discounts that raise questions for players…

One of the most surprising aspects of this experiment concerns promotions. According to the data observed, the discounts applied during promotional campaigns may vary depending on the account.

For example, on Helldivers 2, some players reportedly saw a 25% discount, while others benefited from a discount of up to 56%. In other words, two users could buy the same game at the same time with a very significant price difference. In some cases, the differences would be visible even while browsing the store. Players have reported that the price of a game increased after logging into their PlayStation account, while it appeared cheaper when they viewed the page offline. It's worth noting that this approach is based on a dynamic pricing model already used in other areas of digital technology, such as online ticketing and booking platforms. Specifically, the price can vary according to different parameters, such as the user's profile, purchase history, or browsing behavior. While Sony has not officially detailed the criteria used or confirmed a global rollout of this system, these tests could lead to its long-term adoption on the PlayStation Store, and even beyond.