Reports suggest Sony is conducting a dynamic A/B pricing test on the PlayStation Store

Sony is reportedly exploring dynamic A/B pricing strategies on the PlayStation Store.

A report from PSprices, which monitors prices in over 50 regions, noted that their system identified experimental pricing structures with labels such as IPT_PILOT and IPT_OPR_TESTING in PlayStation API data. These experimental prices appear to be targeted at specific user groups chosen by Sony.

Although Sony has not officially addressed the test, PSprices suggests the trial, which may have been underway since November 2025, affects the pricing of more than 150 titles across 68 locations, including regions in Europe, the Middle East, Africa, and Latin America.

Countries like Japan and the United States seem to be excluded, attributed to "stricter regulation and higher market sensitivity."

The initiative also seems to include more personalized discounting during promotional events.

The pricing for games marked under IPT_OPR_TESTING or IPT_PILOT changes. Discounts range from 5.3% to 17.6%, influenced by the specific game, user, and their buying behavior. The range includes both major first-party titles and other games from companies like 2K, Focus, Deep Silver, and Bethesda.

Previously, we highlighted that Sony is reportedly reducing the number of PlayStation 5 exclusives launched on PC.