PlayStation Store to Implement AI-Driven Individual Pricing

Sony plans to expand its individualized pricing system within the PlayStation Store by hiring a leader to oversee “smart pricing” and personalized offers for players.

PlayStation users previously noticed that identical games could cost different amounts depending on the specific PSN account. Active console owners sometimes received less favorable deals than those who played infrequently. Sony likely uses this method to encourage less active customers to make purchases.

The company is searching for a senior director of digital game monetization. Their responsibilities will include developing the global PlayStation Store strategy, increasing digital sales revenue, and implementing a “smart pricing” system. Sony also intends to expand its “targeted offers” program featuring personalized discounts for specific user groups.

The company plans to make greater use of data, automation, and artificial intelligence to adjust prices and promotions. This approach could lead to even more precise tailoring of offers based on individual purchasing behavior. Consequently, dedicated PlayStation fans might end up paying more for games than less active users.