PlayStation Store dynamic pricing is back in the spotlight, and this time the gap is hard to ignore. Some PS5 owners say the same game costs almost twice as much once they sign in. Now, a viral video argues that Sony’s experiment could cross a legal line.
What is PlayStation Store dynamic pricing?
In short, it means different players see different prices for the same game. Sony has never announced the scheme. Instead, price trackers spotted it in the store data.
According to TechRadar’s report on PSPrices’ findings, the test began in November 2025. It started with around 50 games in 30 regions. Within four months, it had grown to more than 190 games in over 70 regions. PSPrices describes it as an A/B test. In other words, one group of users sees one price while a second group sees another.
How much more are some players paying?
The latest example involves EA’s Star Wars Jedi games. In the video, a creator compares the store page for Star Wars Jedi: Survivor in two states. Logged out, the game shows at $10.49, an 85% discount. Logged in, the same listing shows $18.19 at 74% off.
Similar reports surfaced on Reddit in September. TechRadar covered one r/PS5 thread where a Canadian user saw Jedi: Survivor at CA$23.39 while signed in. Meanwhile, the logged-out price was CA$13.49. Other players in the replies saw different prices again.
Earlier tests showed gaps in both directions. For example, Push Square found Assassin’s Creed Unity at £3.74 logged out and £9.99 logged in. Some users get the better deal, though. So the experiment is not simply a hidden price rise for everyone.
Is PlayStation Store dynamic pricing legal?
This is where the video goes further. The creator calls the practice “price discrimination”. He also compares it to a bait and switch. His argument is simple. A low price draws you in, and then the store charges you more once you are “a captured customer”.
US retailers have faced action over bait advertising before. The FTC even has official Guides Against Bait Advertising. Still, no regulator or court has ruled on PlayStation Store dynamic pricing. Whether it breaks any law would depend on how the system works. For now, the “illegal” claim is the creator’s opinion rather than an established fact.
The video also suggests Sony could set prices by age or gender. There is no evidence that it does. PSPrices links the test to buying behaviour and price elasticity, not personal details.
Why does logging in change the price?
The likely answer is data. That is what powers PlayStation Store dynamic pricing. When you sign in, Sony can see your purchase history. As a result, the store may judge how likely you are to buy at full price.
The creator’s theory goes like this. If you often buy games at launch, the store may show you smaller discounts. On the other hand, a player who only buys during big sales might see deeper cuts. Sony has not confirmed this. However, it matches how PSPrices describes the test.
Has Sony said anything about PlayStation Store dynamic pricing?
No. Sony has not made a public statement, and it did not answer requests for comment from several outlets. That silence is part of the problem. Players cannot tell whether a “sale” price is the real one or a personalised figure.
It also lands at an awkward time for digital ownership. The Stop Killing Games campaign has already put the spotlight on what buyers really get when they pay for digital games. In addition, console costs keep climbing, with insiders claiming PS6 memory and storage alone could cost Sony over $680 per unit.
What should PS5 players do now?
First, compare prices before you buy, because PlayStation Store dynamic pricing can change what you see. Open the store in a private browser window, then check again while signed in. Next, use a price tracker to see a game’s sales history.
Xbox is facing its own pricing questions too. Microsoft reportedly wants players to pay 24 to 40 cents per hour to stream games they already own. Steam, by contrast, has built goodwill with refunds, as one Battlefield 6 player found after 470 hours.
Our take is simple. A discount should mean the same thing for every customer. Personalised offers can help some players save money. Yet hiding them behind a login without telling anyone breaks trust. If Sony wants to keep PlayStation Store dynamic pricing, it should explain how the system works. Until then, every PlayStation Store sale will come with an asterisk. Jedi: Survivor fans can at least enjoy the game’s hidden Konami Code Easter egg while they wait for a fair price.