Sony's new reward program PlayStation Stars launched overnight in Asian regions and Japan, and users are expressing their concerns surrounding a perk tied to the highest rank in the scheme. If you reach level four, which requires you to buy four full-price games and unlock 128 rare Trophies, you'll be given priority should you need to contact PlayStation Support.
The benefit essentially hands you a queue skip over those of a lower tier or who haven't signed up for the service at all. However, Japanese players argue quality customer support shouldn't be gated behind a reward program; it should instead be available to all. Sony's customer support isn't particularly great at even the best of times, so the perk hasn't gone down very well with PS5, PS4 owners who are unlikely to reach level four in the program.
One Twitter response argues customer service priority should be handed to newcomers since they may not know how a feature works or are unaware of how to solve something simple. Another simply says "customer support must be equal". While it's accepted PS5, PS4 users who attain the highest level in the PS Stars scheme should be handed noteworthy benefits, many seem to feel customer service should be equal for all — no matter how long you've owned a Sony system or how many games you've bought.
The PS Stars program rolls out to North and South America on 5th October 2022, and Europe gets it eight days later on 13th October 2022. Sony hasn't said whether the service's tiers will remain the same in other territories; all we know is you can convert loyalty points into PS Store Wallet top-ups and earn digital collectibles.
What do you make of this? Share your thoughts in the comments below.
[source automaton-media.com, via videogameschronicle.com]
Comments 111
Surely that will go down well.
Wtf sony, gave support to everyone that buy your product, not this.
So Sony is finding other ways to shoot themselves in the foot.
This will be a popular decision. (It's a terrible idea.)
What a tedious dystopia.
It makes sense on some twisted sort of level. More invested customers get priority. But yeah, it's a terrible look, and it makes for an incredibly slippery slope into even worse ideas.
Yeah. I don't like that. Not even sure of the point of even doing it. Sony knows very well, release good games, people will pay full price. Simple. Give great customer service helps brand b loyalty and people will pay full price. Smh
I do some customer support at my job, so I think I kind of understand why they’re doing this, although it’s not a good solution IMO. My guess is they assume the people that spend the most money and play the most games would be more likely to encounter actual issues that could affect a large number of people. Say someone that plays tons of PS games finds something that crashes the PS5 operating system, Sony would want to find and fix that ASAP before it starts happening to other customers. Less experienced customers usually have issues that can be resolved by reading the directions or doing a quick google search. So this seems to be a way to triage the critical issues more quickly. A better solution would be to implement a system that sorts the critical issues from the nonsense automatically, like some kind of AI. Or Sony Support could try being better at their jobs 😂
Bad Sony, bad! Everyone should be awarded equal support since they had to invest something for the console
I'm beginning to think they do these stunts so they justify what they are paying the pr department when they get the backlash
A customer is a customer let's not start putting them in to groups
I've actually been fortunate enough to usually have an acceptable experience with customer support from Sony. It should remain a 1st-come 1st-serve setup though. This is a very awkward perk to have.
At this point Im sure Sony is actually lead by an awful AI and not actual people
Imagine if Apple prioritised Genius Bar appointments based on how many products you buy…..
Sony what are you doing?! 😟
I understand it from a business standpoint. Everybody prioritizes the customers they actually make a decent profit off of. It's absolutely stupid from a PR standpoint. Especially considering people who are paying for subscriptions still wouldn't qualify for better support. I'm sure they could have thought up a different perk for people.
Love how people are acting like tiered support is unheard of. It’s great that they aren’t charging extra for it and instead giving it to their most loyal customers.
That said, something like the same priority offered to new customers during first 30 days after registration would be nice.
Priority hotlines should only be available to those who completed Bloodborne, or never whinged about monthly PS Plus games on forums.
I think they are creating this s***storm to market PlayStation Stars, and by the time it releases in Europe this feature will be gone, or at least not marketed as a feature of it 😬
Like, there is no way this got through development without someone raising concerns about PR. It can't be a real thing, right? it's so dumb to market it as a feature, it has to be intentionally dumb to get PlayStation Stars on everyone's minds
@Jeaz let's hope u don't fall on hard times and won't buy as many games or Ur position on the Sony naughty or nice list might change
Awful idea, but it’s nothing new. Anyone who’s worked in a support centre for giant companies like Amazon, Sky etc. knows they have your details and history on screen and can be more or less helpful based on your customer status. Anything from free return pickup for large items and other perks are possible IF you are deemed a worthy customer. Similar in many customer or client facing roles.
BUT crucially it’s not usually advertised as a perk, it just silently happens behind the scenes... everywhere.
Sony sure are finding some creative ways of destroying their image with gamers, but I'm not really sure why
Terrible idea. I swear, Sony need to fire their entire marketing department and try again.
Also, I was hoping I could reach top tier by getting a massive number of uncommon trophies (I already do). Having to be ripped off by terrible digital pricing makes it a no go for me.
@Jeaz it's common but everyone thinks it sucks. Keeping a good ecosystem going means not burning bridges. Last couple years make it look like Sony is thinking they can pull Nintendo - style hostile moves and people will stay loyal.
This is the exact reason why I felt pushed to get an Xbox (for the first time in my life) this year. I hope these kind of decisions push more people away from the platform. Add to that the Horrorshow I had in terms of customer service with my PS5 this year, fully justifies my decision.
Such disgraceful practices.
How repugnant.
What is this customer support actually for though? I’m unsure what queries you’d need to raise to Sony.
This is one of those weird things where I can see the logic in and I actually think it makes sense but it's such a toxic idea optically that you'd have to be bonkers to try it.
Really Sony? A lot of their decisions have been questionable recently and this is no different.
Sony has customer support?
@Shstrick All great points. At the same time, I'd say since they're making so much profit the last couple of years, they could always hire more people. That would would be the best solutions for pretty much everyone and I doubt it would cost them that much.
Disappointed, but not surprised.
@themightyant Every time I contacted Amazon, they were extremely helpful, even when I was clearly at fault. It's one of the main reasons I still trust the company.
Every time I hear anything Sony is doing it's dumb.
The gaming side has to be run by the dumbest of the dumb.
@naruball Amazon's customer service is the gold standard, notoriously helpful, and their callback service is almost instant and means you don't need to wait on line. Their whole ethos is about keeping you as a customer for the long term is better than a loss in the short term. And it works, I use them too for this reason, especially on big purchases.
But that isn't the same for everyone. If you are someone who returns too often or have fallen foul of their customer rating system in other ways they can be far more difficult. My point was it's still a graded scale, even if the standard of support is high.
@themightyant I see. I had no idea, because when I contacted them I wasn't a loyal customer or anything. Just a poor student who bought a couple of games.
@sword_9mm Their consoles and games aren't dumb, though, so if you care about those, then everything else becomes less important.
PlayCaste™ - Get a clue, skip the queue
@Martsmall oh yes, the priority with Sony support will certainly be my lifeline should I struggle financially.
Jeez… The binary world some people live in…
I do get where they are coming from.
It’s like priority seating at the airport. You pay a bit more & it’s straight to the front of the queue.
Here those that invest more in the ecosystem get moved straight up.
I mean they may have made a few hires specifically for ‘priority’ members & we don’t know that.
First come, first serve should always be the go to, but this sort of practice has been around for a while.
@sentiententity Everyone? I think it’s great they value loyal customers. It’s not like everyone else is loosing something they had, right? It’s just the same as before.
Just when you thought Sonys ‘anti-consumer’ image couldn’t get any worse…
How on earth are the Sony faithful going to defend this one? Will be impressive to see
#ForThePayers This is just awful
@naruball
The games are the same on both sides. GOW is ok but I don't really care about any other Sony 1st party stuff. They certainly ain't Nintendo on that front.
I just found a PS5 first so I got it. If it were an XBSX I'd have that instead.
@Fight_Teza_Fight You do realise that those more expensive seats in the front of the plane keeps the seats at the back cheaper.
To illustrate: if a plane has 200 seats, with 20 seats for 600 bucks each and 180 for 150. A full plan brings in 39000. They’d had to charge 195 dollars for each seat should all seats cost the same to bring in the same revenue.
Starting to they PS/sony enjoy agitating their userbase. They likely think its funny especially since they know they can get away with it most of the time.
Wait till people complain that they can't get loads of points quickly enough to get free games.
@Jeaz yeh u can afford to buy more games hey ? Good for you ,The world obviously is about you and forget the other 99% of ppl that might actually need help but are stuck at the back of the queue cause they don't buy a lot of games
@Jeaz ah that’s how they’re gonna do it…they’re going to compare it to plane seats 🙃
Terrible idea. Everyone should be treated equally for support.
Higher levels should come with better rewards, not allowing someone to skip the queue for support.
if true its shocking.
said it before but im sure Sony trying to get all bad PR out in 22.... can look like good guys in a year when focused on ps5 stuff
Just, why? This is such a dumb idea.
O man. Sony continue to shoot themselves in the foot.
As charles darwin once said, "survival of the fittest". Sony know who there Kings are.
Nothing new in the industry, but usually when a company advertise premium support it goes like "Direct access to support" or something along those lines.
Also, not sure why would people need it, the support where I live isn't awful and their reply is as quick as possible.
@KaijuKaiser I was just going to say I know of plenty of other companies doing this or something similar. It's very standard.
Usually it amounts to different support queues with a different level of support - macro responses for the lower tiers, written responses from a dedicated manager for the highest tiers/whales.
I've never been a fan of this no matter who does it. It forces players in to classes based on how they spend their money. Then again, why wouldn't a company put the most focus on the big spenders.
Capitalism. Amiright?
I've never had a problem with PlayStation support though. I heard so many bad things about them that I just never bothered contacting them for a long time, but when I finally did need to email them for a refund they were really good.
Maybe it comes down to local customer protection laws or something, but they always refund me when I ask, always reply pretty quickly (never longer than a day or two) and are always super helpful with queries.
Not on the same level as amazon's live chat or anything, but still very good.
@Jeaz I actually meant priority boarding. Didn’t know about how the priority seats kept regular seat prices down though.
@AdamNovice You know it’s gonna happen. A full price AAA game on PSN might get you £2-3 worth of credit.
Gamers: ‘It’s cheaper physically anyway, this service is trash’
another reason its BS - person A buys 4 games on store. gets priority. player B buys 10 games physical, including collectors edition, but gets back of queue.
yep another Sony push for all digital, where they keep prices higher on the store
Wow they can't be serious. I don't know whose strategy this is to piss off your consumers, then give them something worthwhile...just to piss them off again. Rinse and repeat. It'll get tiresome before the public decides to wash their hands of Sony.
Ah, once more: PlayStation, for the payers!
@Rafie agreed. I think right now there's still kind of that like honeymoon of Sony being so amazing and delivering such amazing products but that's going to diminish; it already has they have drastically eroded public sentiment in the last two years or three years. I agree... I think them throwing out a good game or two or some sort of cool peripheral every now and then is soon going to not make up for them turning around and spitting in your face for the rest of the year after they give it to you,.... overpriced, mind you.
I think when you couple this and other things that may on their own not seem so large but you couple them with other things like raising the price of a console 2 years after release, it's like they've just gone insane. The most self-destructive PR campaign I've ever seen.
The reality here though is that this is just an example of the corporate model and unfortunately that model is based on the fallacy of endless growth and basically cheating people when there's an overwhelming demand is a part of that model. In Economics that they hide and lie about these things involving pricing knowing that the market unregulated doesn't behave as they say. They tell you that supply and demand dictate price it's really not that, nor is inflation an actual real thing; it's all just an alibi to justify continual increases in price in an effort to infinitely grow in a finite world.
So, when you see something like the demand for the PS5 being what it is you can literally see how their actions and customer engagedment changed once that demand became apparent and they adopted this attitude that they just don't give an F, because all they see is extra dollar signs.
Wondering if this is some kind of sabotage from someone on the inside. Why in the world would you include that you were doing this in a press release?? They could be doing this behind the scenes and nobody would ever know
@Bleachedsmiles dude, check what I replied to…
@sword_9mm I strongly disagree, but I guess it's a matter of preference.
Right. I agree with all of you in principle. Everyone should get the five star, red carpet customer support. All of us are equal. But wait…resources are limited. When you consider that, it makes sense that more important clients and customers get rewarded for their loyalty. It happens literally at every business in every industry. Frequent flyers get better customer service, not to mention better seats, access to lounges, etc. Even informal reward schemes apply—the regular at the local bistro gets the table that he likes. You answer the email from the dedicated client you like right away and let the other other wait ‘til tomorrow. Surely there’s some details they could work out, but c’mon, a dedicated customer will always get preference over others because they have demonstrated that their custom is literally more valuable than others. Sorry for the unpopular opinion.
@Martsmall oh get off your perch. We are talking about having the same level of support as you have today.
And who said I was getting the priority support? I rarely, if ever, buy games at full price. But I’m not undignified by Sony rewarding their most loyal customer a priority support. In fact, I’d expect it.
@koverby but companies like Amazon treat even their new customers well and Sony keeps making record breaking profits. They could hire more people. They just choose not to to keep costs low.
@Jeaz You’re fighting the good fight with your airline analogy, but I would gladly pay 44 more bucks for a seat if they’d rip out those 20 space wasting first class loungers and give me just a bit more legroom. Also, who decides how much revenue a plane should bring in? Most likely a boardroom full of people whose wealth protects them from the terrible experience that air travel has become.
But I digress. I agree with your point about tiered service. For better or worse, it already exists just about everywhere and there’s not much that can be done about it. It probably shouldn’t be a marketing bullet point, though. That’s just rubbing it in.
@Jeaz its not the same level though is it ? It's ppl getting help before you do ,buy your games on disk ? Tough Ur not the fans we want to give priority help to, don't buy more than 3 full priced games online ? Tough your not who we prefer to have as
preferred customers ,. It's wrong with any business
I know that Sony might think it's ok we will treat those who spend more better but it's stupid ,any customer is a customer no matter how much they spend
Lol. No. If those newcomers are having questions about their box, they should stop being lazy and read the user manual they just threw to the side and not waste the customer service team's time. They literally send help with every box.
This is an awesome feature.
Tons of big companies work exactly the same way lol, weird there is backlash to this
@koverby funnily enough one of the biggest complaints I always hear is how loyalty isn’t rewarded…your internet, tv, phone, even games consoles…all end up offering better deals for new customers. Pretty much every service offers more incentives (perks) to attract new customers…where existing ones don’t have those offered.
I think vast majority of those services though don’t place levels of customer care under paywalls.
Sony is wanting to charge to literally jump a queue if you have a problem on something they’ve already charged a premium on - you’ve already been charged £10 extra for games. You’ve already paid £450+ for the console…which they’re already raising the price for… and now if you have a problem with either of them they want to charge you extra to get better treatment? And you weirdos are clapping your hands for that.
Sony isn’t rewarding loyalty…they rewarding money.
This is less a case of ‘the regular at the local bistro gets the table he likes’…it’s more taking two regulars and checking their wallets first before allowing the wealthiest the table… makes business sense for the bistro, but how do you argue that’s good customer service??? If it’s rewarding loyalty then why’s the guy who’s been with PlayStation day1, been paying for psplus etc since the start of last gen, not getting the same perk?…other than he didn’t buy the right amount of games and earn it?
Good customer service should never be a ‘perk’.
@BeerIsAwesome So you’re trying to excuse this bs by saying that people would be fine if MS did it?
How well did it go when MS attempted to raise the price of Xbox Live Gold? Were they lauded as gods?
Honestly I'm surprised they openly stated that they were doing this. Plenty of projects I've seen don't even admit publicly to the existence of tiered support.
Why they shoot themselves in the leg? This is like admitting that customer care is lackluster and it will provided by priority to hardcore fans.
It's frankly a terrible way of doing things. Sony should be treating their customers equally in terms of support, instead of loyalty bonuses such as this.
I get that some other industries do a similar thing, but it feels so out of place and inappropriate for video game consoles to have tiered support.
@BeerIsAwesome But the point being it didn’t get a free pass…
And the fact that they then removed f2p from a paywall was done, yes to gain some good faith…but was also something people were vocally complaining about. If no one cares they probably wouldn’t have done it to earn back some good faith.
For me the only thing that could be truly perceived as anti-consumer from Xbox is the fact that mp is still behind a paywall when all their games go pc day 1 without that paywall…and more often than not cross platform.
What things that could be considered anti consumer has Xbox done that they’ve had a free pass on comes to your mind?
Stupid idea of the year.
Darwin premium.
How is this even came to mind to somebody?
I'm sure there should be some law this crap contradicts and Sony will get sued HARD for this.
Unfreakingbelieveable.
They had to of known this would be controversial…
@BeerIsAwesome Nah, MS doesn’t get a free pass at all, they haven’t been criticized as of lately because they just haven’t made any anti-consumer move recently, do you think they got a free pass when they announced the Xbox One with all its DRM restrictions? Of course not, it cost them a generation.
Btw, the Live Gold price increase was not a PR stunt as you suggest as $120 cards were already printed and on retail ready to sell (I have no idea who tf thought that was a good idea).
If people have been more harsh towards Sony is because they just keep making bad moves to customers again and again, non-stop since Jim Ryan became CEO, as simple as that.
This sounds like something that will be illegal in Canada under various pieces of legislation.
That is ***** as hell. PlayStation under Jim Ryan has worsened significantly.
@Blacksmith1985 @TheDaddyOtaku Most companies will do as much as they can get away with before a law stops them.
They will operate differently in different regions based on local laws.
PlayStation is doing this in Asia. They might or might not do it everywhere else based on local laws. They will have lawyers telling them what they can and can't do.
Edit/post workday vent:
You wouldn't believe (or maybe you would) the crazy **** some companies try before you wrestle them to their lawyers to confirm what you've been screaming at them.
@BeerIsAwesome Lmaoo what planet do you live?
Who the hell thought this would be a good idea to create as a perk??? Seriously Sony, you need to have a long hard look at your decision making.
Next it will be trophies for extended hardware warranties.
good customer service "for the players"
some of them anyway
At this moment and time, I wouldn’t even trust Sony to handle opening a a packet of crisps right now without causing controversy! 😐
So, paying £480 for the console, 4 full priced games at £70 each (£280) through their store, a bare minimum of PS essential @ £50 per year and the time it takes to unlock 120+ 'rare' trophies= equals priority customer service? An outlay of £810!!! 🤣
@Swirly yeh or £250 series s / £450 series X
38.99 Xbox gold from cdkeys covert to game pass ultimate for £1 and then do rewards that u technically could earn enough for 4 big games a year and get the same customer service as everyone else
Hahahaha that is disgraceful.
@Jeaz There's always one.
Phil Spencer runs SIE. Change my mind.
@Bleachedsmiles
Believe me, I get your point. I am not defending this program per se, just wanted to express my surprise that so many people seemed shocked by the mere idea of this when it’s a very common business practice everywhere.
But to engage in friendly argument while dinner stews …the examples you cited of TV, phone and internet are famous outliers in this practice. “Burn and churn” they call it. It’s when clients for a service are so numerous and pay so little that the company doesn’t really care if you bounce from their service to another. Ex. Verizon will lose a bajillion clients to AT&T on Tuesday but on the same day a bajillion left AT&T for Verizon. Whereas think of a small-time tax attorney who has only a couple dozen clients who all pay him thousands a year. His clients are precious and he’ll fight to keep them. Sony’s closer to the phone companies in the spectrum of things, but these console wars sure are heating up…
I think you’re right however that Sony could identify and use some other indicators of customer loyalty if they are indeed going to go through with some sort of rewards program. Some of the examples you included would be great.
To be clear, I don’t anticipate contacting PS customer service about anything. Ever really. If I do, I’m quite sure I’ll still get decent service even at the bottom rung. If I don’t, I can complain. The fact that they provide a top tier of service for customers who spend a lot of money though doesn’t shock me. It’s normal (meaning not good or bad, just common practice). I guess with my original comment I really just wanted to point out that I think some people on here, not you, are overreacting.
And maaaaan, I really wanted to respond to your example of looking in the wallets at the bistro, but I dinner’s done and I gotta run. Thanks for the polite conversation and welcome diversion.
PS Support absolutely SUCKS to begin with so this isn’t really saying anything …….
If Sony wants to do this, it’s understandable to give your best customers priority service, but I dont think it’s something you want to say out loud.
When it comes to Sony nothing surprises me any more, I remember buying a PS1 on day one and ever since it has been Playstation all the way but this generation I bought an Xbox Series X a good six or seven months before I got a Playstation 5.
There reported anti-consumerism is starting to make me think this could be there last generation and this favouritism is just another dick move.
Oh boy.... seriously sony you need to stop giving people a reason to hate you. Support should be first come first serve basis no matter on how far someone is invested into your ecosystem. For the payers is definitely becoming the motto. Are they trying to piss people off.
@Bleachedsmiles but they will. They defended the $70 games, hardware price increase, psn plus tiers and removing psnow.
That's a terrible idea. I worked at a company that had tiers of support if customers paid for it. I frequently heard that their support was excellent by enterprise customers (who likely purchased a high tier of support). Well, one day I required support with a product I bought from them, guess what? It took forever to complete the service with weeks of delay and their communication was terrible - learned by experience that "for the customers" motto actually means "for the customers that pay us more".
@Jeaz nobody is saying its unheard of just the fact that this kind of stunt will reflect negatively on a already damaged by past stunts sony. Nobody should have to pay or be a member of a club after you have purchased a product from them to only be told your lowest priority scum hope you like queues.
@BeerIsAwesome what are you talking about? Who has the perception of when MS do something it gets brushed off straight away? What are you basing this on? Give at least one example where Xbox has done anything antisocial and just got a free pass for it…as I honestly can’t think of a single one. In fact they usually get it worse than Sony and Nintendo
PlayStation support is a JOKE I've been trying to get through to them for ages with no luck
I bought Knack and I loved it! Where's my love, Sony?
@BeerIsAwesome I don’t think it has anything to do with perception, Sony has been anti-consumer lately and people are mad at them, just as MS was very anti-consumer back with the Xbox One launch and people were mad at them, as simple as that.
Also you said you weren’t trying to excuse this BS but you just tried to, Sony’s support is very lackluster and it just became worse for people who don’t meet the requirements for level 4 of PS Stars, they’re basically offering a benefit to the detriment of the majority…
The lengths that some of you go trying to defend this company goes truly beyond my understanding, I love PlayStation games but I’m not blind to their questionable decisions as of late.
@koverby well I think people are probably shocked because it’s not really that common with video game companies…I mean I can’t at least recall Nintendo or sega or Atari or Microsoft…or any of the other platforms ever selling better customer service as a ‘perk’. It just seems poor taste as much as anything.
I get the whole ‘burn and churn’ thing…but are we really now comparing Sony to a small time tax attorney with a handful of clients?…rather than the multi-billion dollar company they are?
It’s just another bad look. And at some point the customer has to come first or ultimately they’ll go else where.
One things for sure, we’re only in year 2 of this gen and things are already pretty interesting. Competition usually benefits all gamers…hopefully Sony get that memo soon.
@BeerIsAwesome well it’s arguable that acquisitions are anti-consumer…I mean sure it may prove anti consumer for PlayStation and Nintendo customers…but they’re not Xbox customers.
What can’t be argued though is that they’ve been given a free pass for these acquisitions…I mean just the other day there was Sony fans writing to President Biden to try and get the activison/blizzard deal blocked…can’t make it up. MS has had plenty of scrutiny placed on them over their buying spree
I really wouldn’t consider buying studios or publishers to enhance their services for their customers as anti consumer though…no more than I’d class PlayStation have all the marketing rights to big 3rd party titles and using them to get exclusive content, or force parity, to benefit their install base as anti consumer. That’s just competition.
Sony have done plenty of actual anti consumer moves towards their own install base in the last two years without reaching to include game and marketing deals
Get to the back of the line peasants. Level 4 Playstation Stars member here! swaggers on up to the front sipping a code red mountain dew
Haha. Sony what the heck man.
The times i needed customer support with Sony Playstation i got really great help so i have no issues with them. But its such a weird idea just like the PSP white is coming campaing in the Netherlands. Im certain its not meant to be bad but is there nobody that says yeah this is going to backfire with these campaings.
Sonys customer support is already pretty much non existent. Although I own the Xbox I've been a pretty hard-core PS fan since they came on the scene. As every day passes and after every bad and in my opinion anti consumer decision Sony make I fall more out of love with them. Up to the point now where I hate to give them any money. The for the gamers tag line sounds more and more ludicrous each passing day.
Removed - inappropriate language
Erm doesnt everybody do this?
For instance, im a 'Sky vip diamond member', if I call sky for support I get priority treatment. Im not sure I see the difference? Its not a new idea, or even unusual to impliment, so quite why its evil in this case appears obvious: over reactionary gamers.
This is common practice.
Wow that's kinda messed up, hopefully it backfires on them badly.
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