According to a recent report by Bloomberg, Sony has adjusted the distribution strategy for the game under his flag, and the fact that the first game will no longer land at the end of the PC has generated widespread interest in the industry. Beyond the spotlight, however, Sony also appears to have adjusted the PlayStation game pricing strategy.
According to PSprices, Sony is testing a large-scale A/B price experiment, where the same game shows different prices to different users, with a maximum discount of 27.8 per cent. More than 190 games are currently participating in the experiment, covering more than 70 areas, including PlayStation, the largest market in the United States, and the test has been in operation for more than four months. PSprices reports that the test has been in progress since November 2025 and that the subject of the experiment is not limited to 3A majors, but also affects third-party games. Users are assigned randomly to control or test groups, so that they see different prices for the same game. Some PlayStation users saw experimental prices that were significantly lower than standard retail prices and were also derived from Sony ‘ s A/B price test.
PSprices currently chooses to mark this price difference as an experiment: “These new prices are associated with IPT PILOT and IPT OP TESTING programs in the PlayStation API response detected on the site, which are recognized as unusual preferential structures.” In Europe, the first-party games such as Mandarin 2 ” The Gods of War ” : 5 ” , and ” The Romantic Car 7 ” fell from 79.99 euros to 69.99 euros, a decrease of 12.5 per cent, close to the generally observed changes. Prices varied even more in the United States, with the sales of Jedi 2 falling from $39.99 to $28.89, a decrease of 27.8 per cent. By contrast, the Montague Spider-Man 2 fell from $69.99 to $55.89, a 20.1 per cent decrease. From $69.99 to $57.99, War God 5: The Dizziness, a decrease of 17.1 per cent.
In addition to Sony, large game distributors involved in the experiment include: 2K Games, Focus Enterprise, Deep Silver, Bethesda, Rockstar Games, etc. The third-party game WE 2K25 and Hammer 40K: Star Warrior 2 fell by 17.6 per cent and 16.6 per cent, respectively. To date, the experiment has covered more than 70 regions in Europe, the United States, Canada, Brazil, the Middle East, Asia, Latin America and Africa. However, a “dynamic pricing” test appears to have led to price declines only in some areas, but it is conceivable that prices may rise depending on various factors and market conditions. The most worrying was the lack of transparency, and such price differentials were bound to give rise to disputes about equity.
