PlayStation 5: How Bots Created a Resale Frenzy

Released by Sony on November 12, 2020, the PS5 quickly became a highly sought-after item, capturing the attention of gamers worldwide. The unprecedented demand created a fertile ground for reseller bots aiming to exploit the situation. Sony was faced with supply chain bottlenecks that further heightened the demand and mystique surrounding the PS5, giving resellers a lucrative opportunity to make significant profits. The role of reseller bots cannot be understated in the story of the PS5's scarcity. These bots would engage in extensive preparatory work before sale events, including using low-value items to test their systems and refining their strategies to circumvent anti-bot measures. Remarkably, during a major PS5 sale event, bots managed to generate over 27 million 'add to cart' requests per hour, highlighting the extent of their sophisticated and orchestrated operations. Making use of meticulous strategies, reseller bots pre-tested their systems with other products, ensuring their ability to snag PS5s. They crafted direct HTTP requests, used vast networks of proxy IPs, and specialized in 'add to cart' optimizations to maximize inventory capture. High-sophistication bots employed highly advanced techniques like abusing security tokens, randomizing HTTP headers, and adjusting to anti-bot measures in real-time. Their persistence demonstrates a need for continuous advancement in anti-bot defenses. The PlayStation 5's release in 2020 triggered a wave of excitement, but also reshaped online retail due to the aggressive infiltration of reseller bots. With demand far outstripping supply, bots saw an opportunity to capitalize on the frustration of eager consumers. These bots could outpace human buyers effortlessly, snapping up consoles within seconds of them being listed. This scenario is not unique to the PS5 but serves as a profound case study of how technology can dominate supply and demand. Reseller bots used sophisticated methods to purchase PS5s, circumventing security systems designed to prevent such activities. During the PS5 sale event, bots made use of a reconnaissance period to optimize their methods, ensuring maximum efficiency when the sale began. These bots crafted direct HTTP requests, pre-authenticated accounts, and solved CAPTCHA challenges ahead of time to automate the 'add to cart' step. When measures were encountered, bots diversified their strategies with proxy IPs, randomized HTTP headers, and even used click farms. The resale market for PS5s stood as a testament to the profitability of reseller operations, with consoles being sold for double or more their retail price. On platforms like StockX and eBay, the demand persisted, showing that even months after release, the PS5 remained a highly coveted item. With a retail price of $499, PS5 disc versions were reselling for up to $1,000. This enormous price hike illustrated the power and impact of automated bot purchases on online retail, prompting continued upgrades in anti-bot technologies. Founded in 1946, Sony has revolutionized the electronics industry, becoming a global leader in various sectors like gaming, entertainment, and technology. The PlayStation brand, launched in 1994, significantly shaped the gaming landscape, leading to the evolution of home gaming consoles. As technology evolved, so did Sony's gaming systems, culminating in the creation of the PlayStation 5. Sony's commitment to innovation can be traced back to its early days with revolutionary products like the Walkman in 1979. The company’s ethos of breaking barriers translated well into the gaming arena, making each PlayStation model an anticipated release globally. Continuing from Sony's legacy, the launch of the PlayStation 5 on November 12, 2020, marked another milestone. However, supply chain issues due to global disruptions posed challenges, resulting in a high demand that Sony struggled to meet. This scarcity turned the PS5 into a highly coveted item, leading to the rise of resale bots and the chaotic aftermarket. The PS5 launch was particularly notable as it coincided with the COVID-19 pandemic, exacerbating supply chain disruptions. Yet, the company managed to ship millions of units worldwide, showcasing its logistical prowess despite unprecedented challenges. Elaborating on the impact of high demand, the rise of resale bots became a formidable concern post-PS5 release. Reseller bots, programmed to automatically purchase PS5s, exploited vulnerabilities in e-commerce platforms, leading to considerable inventory being redirected to secondary markets. Consumers experienced significant frustration as these bots overwhelmed sales processes, often reselling consoles at inflated prices. Bot activity peaked during an event on January 11, 2022, with over 27 million 'add to cart' requests per hour primarily from these bots. Their sophisticated tactics included using multiple IPs, payment methods, and bypassing security measures, making them increasingly difficult to block.