Sony is testing dynamic pricing in the PlayStation Store
Updated: March 2026
Sony is running a large-scale A/B price test: the same games are shown to different users at different prices — with discounts of up to 27.8%. The experiment includes over 190 games in 70+ regions, including the US — the largest PlayStation market. The testing has been running for more than 4 months.
What is happening?
Since November 2025, Sony has been running A/B price tests in the PlayStation Store. Over four months the experiment grew from 50 games in 30 regions to over 190 games in 70+ regions — including the largest market, the US. Sony is testing prices on its own AAA titles and launched a new IPT_LTM program with elastic pricing.
Some PlayStation Store users are seeing experimental prices that are significantly lower than the standard retail price. It looks like a controlled A/B test: users are placed into different groups and see different prices for the same games.
Sony is testing pricing on its own games
In the IPT_PILOT program, Sony included its own hits — God of War Ragnarök, Marvel's Spider-Man 2, HELLDIVERS 2, Stellar Blade, Gran Turismo 7, The Last of Us Part II.
| Game | Regular Price | Experimental Price | Difference |
|---|---|---|---|
| Marvel's Spider-Man 2 | €79.99 | €69.99 | −12.5% |
| God of War Ragnarök | €79.99 | €69.99 | −12.5% |
| Stellar Blade | €79.99 | €69.99 | −12.5% |
| HELLDIVERS 2 | €39.99 | €35.74 | −10.6% |
| Gran Turismo 7 | €79.99 | €69.99 | −12.5% |
| The Last of Us Part II Remastered | €49.99 | €44.99 | −10.0% |
| ASTRO BOT | €69.99 | €61.16 | −12.6% |
Prices for the Germany (DE) region, IPT_PILOT program
Prices in the US: discounts up to 27.8%
In March 2026 we discovered that the US was included in the experiment — and discounts there are significantly deeper than in Europe. While discounts in Europe are 10–17%, in the US they reach 27.8%.
| Game | Regular Price | Experimental Price | Difference |
|---|---|---|---|
| HELLDIVERS 2 | $39.99 | $28.89 | −27.8% |
| The Last of Us Part I | $69.99 | $52.89 | −24.4% |
| Gran Turismo 7 | $69.99 | $53.99 | −22.9% |
| Marvel's Spider-Man 2 | $69.99 | $55.89 | −20.1% |
| The Last of Us Part II | $39.99 | $32.89 | −17.8% |
| God of War Ragnarök | $69.99 | $57.99 | −17.1% |
| Ghost of Tsushima DC | $69.99 | $57.99 | −17.1% |
Prices for the US region (US), IPT_PILOT program
Affected games and price differences
In addition to Sony, major publishers participating in the experiment include 2K Games, Focus Entertainment, Deep Silver, Bethesda, Rockstar Games, and others.
| Game | Regular Price | Experimental Price | Difference |
|---|---|---|---|
| WWE 2K25 | €74.99 | €61.82 | −17.6% |
| Warhammer 40,000: Space Marine 2 | €69.99 | €58.35 | −16.6% |
| Kingdom Come: Deliverance II | €69.99 | €59.57 | −14.9% |
| DOOM: The Dark Ages | €79.99 | €69.99 | −12.5% |
| Red Dead Redemption 2 | €49.99 | €44.99 | −10.0% |
| Sid Meier's Civilization VII | €69.99 | €62.63 | −10.5% |
| Mafia: The Old Country | €49.99 | €47.35 | −5.3% |
Prices for the Germany (DE) region, IPT_PILOT and IPT_OPR_TESTING programs
New program: IPT_LTM
In addition to IPT_PILOT, in March 2026 we discovered a new program — IPT_LTM. It’s launched only in the US and includes 104 games, mostly from third-party publishers.
Key distinction of IPT_LTM: Sony is testing different discount levels. Some users see deeper discounts, others more modest ones. All test prices remain below the standard retail price.
| Game | Control price | Retail | Variant 1.1 | Variant 1.2 |
|---|---|---|---|---|
| Grand Theft Auto V | $26.99 | $39.99 | $29.99 | $26.99 |
| Ghost Recon Wildlands | discount −66% | −85% | −66% | |
| Assassin's Creed Unity | discount −64% | −70% | −64% |
IPT_LTM program, US-only. Control price — the price that the experiment's baseline group sees (may differ from the retail price).
Which regions are affected?
The experiment covers 70+ regions, including Europe, the US, Canada, Brazil, the Middle East, Asia, Latin America and Africa. In March 2026 the experiment expanded to the United States — PlayStation’s largest market — with the largest set of 189 games. Japan is still not participating.
Key Takeaways
- The US joined the experiment — 189 games, the largest set among all regions
- Over 190 games across three programs: IPT_PILOT, IPT_OPR_TESTING, IPT_LTM
- 70+ regions — including the largest PlayStation market
- Discounts in the US up to 27,8%, in Europe up to 17,6%
- The new IPT_LTM program tests different discount levels for different user segments
- Sony included its own AAA titles: Spider-Man 2, God of War, HELLDIVERS 2, Gran Turismo 7
- Among publishers: Sony, 2K Games, Focus Entertainment, Deep Silver, Bethesda, Rockstar, Ubisoft
- Personalized discounts during sales — a new stage of the experiment
- The experiment has been running for more than 4 months and continues to expand
How we discovered this
PSprices tracks PlayStation Store prices in more than 50 regions. Our system detected unusual offer structures containing experiment identifiers (IPT_PILOT, IPT_OPR_TESTING, IPT_LTM) in PlayStation API responses. These experimental prices are shown only to certain user segments selected by Sony. On game pages PSprices shows these prices labeled 'Experiment'.
This article is updated as new information about the experiment becomes available. Last updated: March 2026. Subscribe to games on PSprices to receive price drop notifications.
November 2025 · Mikhail Fedosov