Sony is testing a dynamic pricing policy on the PlayStation Store that presents different prices to different users, it has emerged.

On March 10, price-tracking site PSPrices, cited by IT outlet TechRadar, said Sony has been running A/B tests since November 2025 that display different prices by user. The test began with 30 regions and 50 games, but has now expanded to more than 70 regions and over 190 games.

Japan is reported to be the only major market not included, and the test is being conducted worldwide, including the United States, Europe, Canada, Brazil, the Middle East, Asia, Latin America and Africa.

PSPrices said it found unusual pricing structures in the PlayStation API that include test identifiers such as IPT_PILOT and IPT_OPR_TESTING. The prices are reported to be shown only to certain user groups selected by Sony, rather than to all users.

Some users are reported to have seen lower-than-standard prices for games including "The Last of Us Part II", "God of War", "Marvel's Spider-Man", "Helldivers 2" and "Stellar Blade". Personalised discounts were confirmed at up to 12.6 percent.

At first, the U.S. market appeared to be excluded, but it has recently been confirmed to be included in the test. PSPrices said it found cases where discounts in Europe were about 10 to 17 percent, while discounts in the United States reached as high as 27.8 percent.

Some third-party games are also reported to be included in the test, including "WWE 2K25", "Warhammer 40000: Space Marine 2", "Kingdom Come: Deliverance II" and "Red Dead Redemption 2".

Dynamic pricing is a method in which companies adjust prices in real time based on demand or user characteristics. But a dynamic pricing policy in the form of additional discounts could raise fairness concerns because some users buy the same game more cheaply. If it is later applied to price increases, controversy could grow. The British government has previously opened an investigation into a similar pricing policy by ticket sales platform Ticketmaster.