Sony appears to be experimenting with dynamic pricing on the PlayStation Store, a system that could show different prices for the same game depending on the user. Reports from price tracker PSPrices suggest that the company has conducted A/B testing covering more than 150 games across 68 regions.
Interestingly, testing reportedly began in late 2025 and has been gradually expanded since then. As part of the experiment, players may receive slightly different discounts for the same title, sometimes up to 17%, depending on which group their account belongs to.
The screenshot everyone is talking about
The discussion about dynamic pricing recently gained momentum thanks to a screenshot shared on social media. The image shows the PlayStation Store page for Assassin’s Creed Unity, where the price appears to change after the user logs into their PlayStation account. In the screenshot, the game is initially listed for £3.74 (85% off) when the user is logged out. But after signing up, the price reportedly rises to £9.99, reducing the discount to around 60%.
However, /TheLimeyLemmon’s original post on Reddit has since been removed, despite the image being widely shared on social media and forums. However, several users have posted their own screenshots of dynamic pricing on It’s worth noting, however, that Sony hasn’t made an official statement confirming the screenshot or explaining how prices might change when users sign up.
Dynamic pricing is nothing new in the digital economy. In fact, it is used daily by airlines, ticketing platforms, and ride-sharing apps. However, this is far less common in digital game stores. In Sony’s case, recent reports suggest that the system will not increase prices beyond normal retail costs. Instead, it appears to offer different discounts to different users as part of a controlled experiment. However, even a rebate-focused system could still prove controversial. Luckily, the dynamic price test appears to be limited and experimental for now.
