Sony Pulls the Plug on PlayStation Stars: What Went Wrong?
Sony is officially winding down its PlayStation Stars loyalty program, less than three years after its initial launch. The program, designed to reward players with digital collectibles and points for PlayStation Store purchases, will stop accepting new members immediately, with existing members unable to earn new points after July 23, 2025. The program will formally end on November 2, 2026, at which point any remaining points will be wiped out.
The announcement, made via a PlayStation Blog post by Sony's Grace Chen, Vice President of Network Advertising, Loyalty, and Licensed Merchandise, cites the need to “refocus our efforts” and evolve with player and industry trends. But what exactly led to the demise of PlayStation Stars?
A Promising Idea, Poorly Executed
PlayStation Stars aimed to reward loyal players with digital collectibles and points they could use for digital game purchases. The idea was to create a deeper connection with fans and celebrate PlayStation's legacy. However, the execution fell short. One of the biggest criticisms was the lack of integration within the console experience. Players couldn't easily access quests, track their progress, or show off their collectibles directly through the PS4 or PS5 interface.
"Since launching the program, 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," Chen stated. This suggests that Sony found the engagement with PlayStation Stars to be unsatisfactory compared to other loyalty programs.
NFT Origins and Missed Opportunities
Many speculated that PlayStation Stars began as an NFT program before pivoting to its current form due to the backlash against NFTs. While the program did offer digital collectibles, they lacked the unique ownership and trading aspects associated with NFTs.
In the past, dedicated players found ways to "game" the system to earn points and redeem them for PlayStation Store credit. Sony attempted to rebalance how points were distributed to curb these efforts. Despite potential savings, the program never gained widespread adoption.
What's Next for PlayStation Loyalty?
Chen's blog post emphasizes that Sony is evaluating its findings from PlayStation Stars and looking into ways to build upon these learnings. This suggests that Sony is planning a new iteration of its loyalty program.
Any collectibles PlayStation Stars members have earned will remain on their virtual shelves until the app eventually stops working. Players can redeem their points until November 2, 2026. The shutdown of PlayStation Stars leaves PlayStation without a robust loyalty system, especially compared to competitors like Xbox Game Pass, which offers quests and game sharing.
What are your thoughts on the end of PlayStation Stars? Did you use the program, and what do you think Sony should do differently in the future? Share your opinions in the comments below!
