PlayStation users have just spotted that Sony is experimenting with a “new” pricing method, often referred to as “A/B Pricing,” that offers users different prices on the PlayStation Store. Unfortunately, this isn’t actually new, as Sony has been offering users dynamic prices for several months now.
As noted by Push Square, few hours ago, a thread titled “PSN game price goes UP when signing in” was posted on the r/mildlyinfuriating subreddit. As you can see from the image in the thread, Assassin’s Creed Unity should be on sale for £3.74 in the UK. However, after logging in to their PlayStation Network account, the user noticed that they were instead offered a price of £9.99, still lower than the game’s standard price of £24.99 but not nearly as steep a discount.
As it turns out, this isn’t the first time Sony has experimented with this form of dynamic pricing method. PSPrices, a video game discount comparison website, spotted these pricing discrepancies back in November 2025. While unconfirmed, users on Reddit reported that Astro Bot was subject to A/B pricing back in November 2024.
According to PSPrices’ investigation, A/B pricing seems to be publisher-specific on the PlayStation Store. They reported that “2K Games, Focus Entertainment, Deep Silver, Bethesda, Rockstar Games” and Sony have all been participants in the A/B pricing “experiment,” although several other publishers, including Ubisoft, now appear to be joining in on the fun.
As other commenters on Reddit have noted, Microsoft has been offering dynamic prices for games since 2021. However, Microsoft’s method is arguably a little more honest, as dynamic prices for games are specifically tagged as “Just For You” offers on the Xbox storefront.
Unfortunately, although many commenters have speculated to the contrary, this doesn’t actually appear to be illegal. There are EU laws that forbid dynamic pricing based on “discrimination,” but that doesn’t seem to apply in these circumstances. In fact, back in 2024, the European Commission outright stated that dynamic pricing practices are “not illegal under EU consumer protection rules.”