Sony and its new release strategy, which reportedly involves skipping PC releases for its biggest blockbusters moving forward, is the talk of the town right now, but in the shadows, more changes appear to be taking place.
First noticed by prices/sales tracking site PSprices, it seems that Sony is testing a large-scale A/B price experiment. According to the specialized site, “the same games are shown to different users at different prices.” So far, over 150 titles in 68 regions have been reported as experiencing this dynamic pricing, and it appears “the test has been running for over 3 months.”
PSprices reports this has been happening since November 2025 and isn’t limited only to Sony’s triple-A titles, as it’s also been affecting third-party releases. “Users are randomly placed in control or test groups — and see different prices for the same games.” These new prices are tied to “IPT_PILOT” and “IPT_OPR_TESTING” programs that were detected by the site as “unusual offer structures” in PlayStation API responses. PSprices is choosing to label the prices affected as “Experiment” for now.
Major examples include Marvel’s Spider-Man 2 and God of War Ragnarök surprisingly going down to €69.99 it’s usual price of €79.99. That’s a -12.5 percent difference that’s close to the changes found across the board. In some third-party cases, the gaps are wider; WWE 2K25 and Warhammer 40,000: Space Marine 2 have seen −17.6 and −16.6 price reductions, respectively.
At the time of writing, this “dynamic pricing” experiment only appears to be bringing the prices down in some regions, but one can see how they could also go up depending on a variety of factors and market conditions. The lack of transparency is the most worrying sign here. “The US and Japan still do not participate — likely due to stricter regulation and higher market sensitivity.”
Sony has yet to comment on this, but it sets a weird precedent: if one person spends the ‘full’ amount of cash on, say, God of War, but you learn that someone else has paid up to 18 percent less, it’s going to draw ire. So far, we’ve not seen prices go up, but you can absolutely imagine the controversy if that were to happen.
