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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 pricing tracker PSPrices suggest the company has been running A/B tests affecting more than 150 games across 68 regions.
Interestingly, the tests reportedly started in late 2025 and have gradually expanded since then. Under the experiment, players may see slightly different discounts for the same title, sometimes by as much as 17%, depending on which group their account falls into. The screenshot everyone is talking about The discussion around dynamic pricing recently picked up steam thanks to a screenshot circulating on social media. The image shows the PlayStation Store page for Assassin’s Creed Unity, where the price appears to change after the user signs into their PlayStation account. In the screenshot, the game is initially listed at £3.74 when the user is logged out. But after signing in, the price reportedly jumps to £9.99, reducing the discount to around 60%. However, the original post, made by /TheLimeyLemmon on Reddit, has since then been removed, even though the image has been circulated widely on social media and forums. That said, multiple users have posted their own screenshots on X around the dynamic pricing, so it’s safe to say that users are indeed facing the price differences. It’s worth noting, though, that Sony has not issued any official statement confirming the screenshot or explaining how pricing might change when users log in. Dynamic pricing isn’t new in the digital economy. In fact, it’s used by airlines, ticketing platforms, and ride-sharing apps every day. But it’s far less common in digital game stores. In Sony’s case, current reports suggest the system isn’t raising prices above the standard retail cost. Instead, it appears to offer different levels of discounts to different users as part of a controlled experiment. That said, even a discount-focused system could still prove controversial. Thankfully, for now, the dynamic pricing test appears limited and experimental.
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