‘This Should Be Illegal’: PS5’s Dynamic Pricing Roundly Criticised by Disgusted Sony Fans

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It’s clear that Sony is experimenting with fluctuating prices on the PlayStation Store, and we’ve confirmed this with our own observations.

This system changes the price of PlayStation 5 games depending on the individual customer. For example, a frequent gamer in one country might receive a different discount than someone who plays less often in another country.

I was checking out Assassin’s Creed Unity, and it’s crazy! They just updated it to run at 60fps, which is awesome, and I noticed the price changes depending on if you’re logged into your account. If you’re just browsing, it showed up for only £3.74 (about $4.99)! But once I logged in, the price jumped up to £9.99 (around $13.34). It’s a big difference!

Recent research from PS Prices shows that A/B testing is happening in about 139 games across 68 countries. Currently, players in the United States are not included in this testing.

Some people have raised concerns about whether this is legal, but according to UK consumer law, it’s permitted as long as the seller is upfront and honest about it.

The PlayStation Store now shows a lot of disclaimers, like highlighting the lowest price a game has been sold for in the last 30 days. At first, people thought this was a good thing for customers, but it might actually be related to the way PlayStation is now selling the console itself.

It’s no surprise fans are upset about this change, and they’re angry about the possibility of getting worse prices on some games without a clear explanation from the company.

I was honestly shocked and really disappointed to see this! One person on Push Square put it perfectly – it feels super unfair and honestly, it’s making me think twice about buying digital games from Sony in the future. I was already leaning towards physical copies, and now I’m even more sure.

The company hasn’t responded to questions about this, but it might stop the practice without making an announcement once it has enough information.

Fans are also understandably worried that if this strategy is successful in increasing profits for the Japanese company, it could lead to similar changes in other games and regions.

It doesn’t seem fair to us.

Unlike physical products, digital games aren’t limited by supply or demand, so it’s unclear how the company decides who receives special offers and why they’re being targeted.

We don’t particularly like the way some industries, like hotels, change prices based on demand. However, it’s understandable that prices should vary depending on the season or local events.

These problems don’t affect the PlayStation Store, and Sony’s lack of clear communication is making things worse.

We understand fans are upset, and we’ll keep a close watch on this issue in the months ahead.

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2026-03-09 17:37