Sony’s new PlayStation Store job listing calls for expanding Intelligent Pricing and Targeted Offers after controversial dynamic pricing experiments
Sony has been experimenting with different PlayStation Store prices for different players since at least November 2025, according to findings from price-tracking website PSprices.
What initially appeared to be a limited test covering around 50 games across 30 regions has since expanded considerably, with some players receiving much larger discounts than others on exactly the same games.
The experiments gained widespread attention in March 2026, when VGC reported that Sony was testing personalized discounts of up to 17.6%. Games including God of War Ragnarök, Marvel’s Spider-Man 2, and Helldivers 2 were among those affected.
PSprices subsequently updated its original investigation after detecting the experiments in the United States, bringing the total to more than 190 games across over 70 regions.
Some of the differences were substantial. PSprices documented Helldivers 2 appearing at $28.89 for certain US users instead of its regular $39.99 price, a discount of 27.8%.
The tracker also found that experimental participants sometimes received bigger discounts during promotional sales. In February, for example, some users reportedly received 56% off Helldivers 2, compared with the standard 25% sale discount.
Now, Sony’s latest hiring plans suggest its interest in more sophisticated pricing and personalized offers extends well beyond those experiments.
Sony Wants to Expand “Intelligent Pricing” and Targeted Offers as PlayStation Store Dynamic Pricing Draws Criticism
The Game Post has discovered a Sony Interactive Entertainment job listing for a Senior Director of Digital Games Monetization that explicitly identifies expanding “Intelligent Pricing” and the “Targeted Offers” program as major responsibilities.
The position reports directly to the VP of PlayStation Store and involves leading Sony’s global publisher monetization organization. The successful applicant will work with major publishers and independent developers on pricing strategies, promotional opportunities, and improving the commercial performance of digital games.
One section of the listing specifically calls for: “A key accountability will be driving the adoption and evolution of Intelligent Pricing, expanding the impact of the Targeted Offers program and accelerating the development of future monetization capabilities across the Store.”
“The Senior Director will champion innovative approaches to pricing, promotions, experimentation and commercial optimization. They will also help shape future capabilities that leverage data, automation and AI to improve publisher outcomes and strengthen PlayStation’s commercial advantage.”
Sony refers to Intelligent Pricing as an existing capability it wants to develop further, rather than simply proposing a new experimental feature. Targeted Offers is likewise described as a named program whose impact the company intends to expand.
The job advertisement also discusses building future monetization capabilities using data, automation, and AI. Sony wants the executive to use player behavior, market trends, and commercial performance information to improve pricing and promotional strategies across PlayStation Store.
The Game Post also found a second senior leadership opening, this time for a Senior Director of Merchandising & Editorial. That position focuses on expanding personalized game recommendations and discovery across PlayStation’s console, mobile app, and web storefronts.
Sony specifically mentions using player preferences, behavioral data, segmentation, and experimentation to tailor Store experiences. The position also involves improving conversion rates and customer lifetime value, suggesting that personalization remains a major part of PlayStation Store’s wider commercial strategy.
Sony hasn’t explicitly confirmed that its internally named Intelligent Pricing capability is the same system responsible for the dynamic pricing experiments previously identified by PSprices. The company also hasn’t disclosed whether AI currently determines individual game prices, which publishers participate in Targeted Offers, or how customers are selected.
Sony has previously acknowledged running targeted promotions. Its official terms for a 2025 PS5 upgrade offer explain that eligibility criteria can differ between offers and that not every PlayStation account qualifies. However, those terms don’t establish that the promotion belongs to the specific program named in the new job listing.
PlayStation Players Report Huge Price Differences Between Accounts as Dynamic Pricing Complaints Continue
More recently, the experiments have drawn new criticism from players reporting different prices on their own PlayStation accounts.
In September, a Canadian player shared screenshots on Reddit showing Star Wars Jedi: Survivor priced at CA$23.39 when logged in, compared with CA$13.49 when logged out.
Similar complaints appeared again this month. On October 22, an Irish PlayStation user reported seeing Death Stranding Director’s Cut Digital Deluxe Edition jump from €5.99 to €29.99 after signing into their account.
They also reported Horizon Forbidden West increasing from €26.99 to €39.59. Two days later, another player in the UK described seeing Death Stranding for £4.99 on their partner’s profile but £24.99 on their own.
The pricing complaints have already prompted strong reactions online. In a Reddit discussion, one player said they’d prefer that “the discount was equal for everyone or not at all.”
The Game Post has reached out to Sony for comment on Intelligent Pricing, the Targeted Offers program, and will update the story if a response is received.
What do you think about Sony potentially expanding its Intelligent Pricing and Targeted Offers programs? Should every PlayStation Store customer receive the same discounts, or are personalized offers a good thing if they help some players save money? Let us know in the comments.
