Sony to Discontinue PlayStation Stars Loyalty Programme
In a move that has surprised gamers, Sony has announced that it will be ending its PlayStation Stars loyalty programme, just three years after its launch. According to a statement released on the PlayStation Blog, the programme will be wound down as the company evaluates "the types of activities our players respond best to".
The PlayStation Stars programme was first introduced in July 2022, allowing players to earn reward points that could be redeemed for PSN wallet funds and other products on the store. The programme was made available in the UK later that year. However, as of today, new members will no longer be accepted, and current members who cancel their membership will not be able to rejoin.
In an exclusive statement to Eurogamer, Sony confirmed that current members can still earn points and products until 23rd July 3:59pm UK time (7:59am PDT, 11:59pm JST). No new campaigns will be available after this time, and the programme will fully end on 2nd November 2026. Current members can still earn points until this time, and digital collectibles will still be accessible after these changes take place.
"We’ve learned a lot from evaluating the types of activities our players respond best to, and as a company, we are always evolving with player and industry trends," said Sony on the PlayStation Blog. "Through this evaluation, we have decided to refocus our efforts and will be winding down the current version of PlayStation Stars. We will continue to evaluate our key findings from this programme, and are looking into ways to build upon these learnings."
The decision to end the programme has raised questions about the future of PlayStation Stars. When the programme was launched, Sony confirmed that its digital collectibles were not NFTs, were not tradable, and did not leverage blockchain technology. While it’s unclear how the programme will evolve, Sony’s statement suggests that this may not be the last time we see PlayStation Stars.
According to Eurogamer, the end of the programme may be a sign that Sony is looking to revamp its loyalty scheme. The company has been evaluating the programme’s effectiveness and may be looking to introduce new features or rewards that better align with player interests. As Eurogamer previously reported, Sony has been focusing on improving its services and offerings, including the PlayStation Plus and PlayStation Now services.
The end of PlayStation Stars marks a significant change in Sony’s loyalty programme strategy. As the gaming industry continues to evolve, it’s likely that we’ll see new and innovative loyalty programmes emerge. For now, current PlayStation Stars members can continue to earn points and redeem rewards until the programme fully ends in November 2026.
This move by Sony has sparked a mix of reactions from gamers, with some expressing disappointment at the end of the programme, while others are speculating about what this might mean for the future of PlayStation. As Eurogamer continues to monitor the situation, one thing is certain – the gaming landscape is constantly evolving, and players will need to stay tuned to see what’s next.
Source: Eurogamer
