A new leak suggests Sony may be experimenting with targeted PlayStation Store pricing, potentially charging some players more for the same games.
According to data discovered by price tracking site PSPrices, Sony has been running large-scale A/B tests in the PlayStation Store that display different prices to different users. In some cases, players may even see higher prices than the standard retail price, depending on which test group they are placed in.
The experiment appears to be part of a broader pricing strategy Sony has been quietly testing for several months.
PlayStation Store Price Tests Have Been Running Since 2025
The pricing experiment reportedly began in November 2025, initially covering around 50 games across roughly 30 regions. Over the past four months, the test has expanded significantly.
PSPrices now reports that more than 190 games across 70+ regions are involved in the experiment. In early March 2026, the United States — PlayStation’s largest market — was also added to the test.
The experiment includes multiple internal programs, including:
- IPT_PILOT
- IPT_OPR_TESTING
- IPT_LTM
These programs appear to test different pricing models within the PlayStation Store.
Some Players Are Seeing Higher Prices
One of the more controversial aspects of the leak involves the IPT_LTM program, which reportedly tests “elastic pricing” — meaning prices can move both up and down.
In one example highlighted by PSPrices, Grand Theft Auto V was shown to some users for $29.99 instead of the standard $26.99.
Unlike discounts, these price increases are not labeled as experimental. That means most players would not notice unless they directly compared prices with another user.
The test suggests Sony may be evaluating how much certain users are willing to pay for digital games.
Major PlayStation Titles Are Included in the Experiment
The experiment reportedly includes both Sony first-party games and titles from major third-party publishers.
Some PlayStation titles spotted in the pricing tests include:
- Marvel’s Spider-Man 2
- God of War Ragnarök
- Gran Turismo 7
- HELLDIVERS 2
- The Last of Us Part I
In many cases, the experimental prices are actually lower than the standard retail price. Discounts in the United States reportedly reach up to 27.8%, significantly deeper than those seen in European markets.
This suggests Sony may be testing both personalized discounts and price increases simultaneously.
What Sony May Be Testing
While Sony has not publicly announced the experiment, the data suggests the company could be exploring personalized pricing strategies for the PlayStation Store.
This type of testing allows companies to measure how different groups of users respond to various price points.
The experiment also reportedly affects discount percentages during PlayStation Store sales, meaning some players may see larger or smaller discounts depending on their assigned test group.
Why the Leak Matters
If confirmed, the experiment could represent a major shift in how digital games are priced on the PlayStation platform.
The experiment also arrives at a sensitive time for Sony. The company is already facing a PlayStation lawsuit that could see gamers receive £2bn in compensation over claims that the PlayStation Store has been charging excessive prices for digital games.
Targeted pricing models have already appeared in industries such as airline tickets, ride-sharing, and e-commerce. However, applying similar strategies to digital game storefronts could spark debate among players — especially if some users are unknowingly paying more for the same content.
For now, Sony has not commented on the leak, and the pricing tests appear to be continuing.
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