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

Sony appears to be experimenting with dynamic pricing strategies on the PlayStation Store. A recent investigation by PSprices, a service that monitors PlayStation Store pricing in over 50 regions, reveals that their system has detected unusual pricing patterns. These include identifiers such as IPT_PILOT and IPT_OPR_TESTING in responses from PlayStation's API, indicating that certain experimental prices are visible only to specific user groups chosen by Sony.

Although the company has not officially addressed this trial, PSprices reports that this pricing pilot, believed to have been operational since November 2025, affects over 150 game titles across 68 different territories. These regions encompass Europe, the Middle East, Africa, and Latin America. Notably, the USA and Japan are excluded, possibly due to tighter regulations and heightened market sensibilities in these areas.

The ongoing experiment seems to extend to more tailored discounts during sales periods. Games labeled under IPT_OPR_TESTING or IPT_PILOT have variable pricing, offering selected users discounts ranging from 5.3% to 17.6%, conditioned by the game, the specific user, and their purchasing behavior. This discounting strategy is applicable to both major first-party titles and games from publishers such as 2K, Focus, Deep Silver, and Bethesda.

In related news, it was recently noted that Sony is reportedly limiting the release of PlayStation 5 exclusives on PC.