Sony is reportedly running a dynamic A/B pricing experiment on PlayStation Store

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

According to a new report from PSprices, which tracks PlayStation Store prices across 50+ regions, its “system detected unusual offer structures containing experiment identifiers (IPT_PILOT, IPT_OPR_TESTING) in PlayStation API responses. These experimental prices are shown only to certain segments of users selected by Sony.”

Though Sony has not discussed the experiment publicly, PSprices believes the promotion – which it believes has been running since November 2025 – is impacting the prices of over 150 games across 68 territories, including Europe, the Middle East, Africa, and Latin America.

Japan and the US are seemingly not included, given “stricter regulation and higher market sensitivity.”

A more recent development of the experience appears to be further personalized discounts during sales.

Games designated as either IPT_OPR_TESTING or IPT_PILOT vary in price, with some prospective players offered discounts of anywhere between 5.3% and 17.6%, depending on the game, the user, and their purchase history. The list includes both first-party AAA games and games from publishers like 2K, Focus, Deep Silver, and Bethesda.

Last week we reported that Sony has reportedly decided to pull back from releasing PlayStation 5 exclusives on PC.