Sony may be experimenting with a targeted pricing strategy on the PlayStation Store, offering different discounts to individual users in an apparent effort to encourage more purchases. This approach mirrors similar initiatives by Microsoft, which has previously implemented personalized pricing schemes for its Xbox Store customers.
The discussion surrounding this practice gained traction after a Reddit post on the r/playstation subreddit revealed differing prices for Red Dead Redemption 2: Ultimate Edition across two PlayStation accounts belonging to the same household. The original poster, who goes by the username DarXIV, noted that while they were “excited to finally purchase,” the enthusiasm faded upon realizing the game was cheaper on their wife’s account. “My wife doesn’t play much and so buying it on her account may not be the best decision to keep everything easily accessible for me. Seeing this soured me on buying it quite a bit,” the user wrote.
According to the post, both accounts were from the same region, used the same PlayStation console, and shared the same currency, ruling out typical factors such as regional pricing or account age. The difference in price therefore appears to be intentional, pointing toward a targeted pricing model designed to incentivize players who historically spend less on the platform.
While some users initially speculated this might be a form of dynamic pricing—where prices fluctuate based on demand or market factors—this instance instead seems tied to consumer behavior patterns. In targeted pricing, companies tailor prices or discounts to specific segments of users, typically those deemed less likely to make purchases at full price.
Sony has previously used similar tactics in limited cases, such as offering varied discounts to PlayStation Plus subscribers based on renewal history or subscription lapses. However, applying such targeted pricing to individual game purchases is a new development for many players and has sparked debate about transparency and fairness in digital marketplaces.
Although this practice is not solely associated with Sony, it clearly illustrates the increasing trend among digital storefronts to implement personalized pricing as a strategic approach to boost revenue. At this point, Sony has not released an official statement to clarify if this pricing variation reflects a comprehensive strategy or simply a regional trial.
