You don’t go to Sony and say “put my game on sale!” They have their sales planned out for year. You look at the calendar and you see they’re having an “April Showers, Discount Power!” sale in April. You remember that you have a game coming out in May and you want to piggy back the publicity for that game on top of your sale. You contact Sony and tell them you want to be in that promo. That’s it. They don’t tell you “no.” Not only that, legally they cannot tell you “no” as they cannot show preferential treatment in their online stores. They would get sued til there’s no tomorrow. If a studio has games that never go on sale, trust that it’s on the studio. There are sales every month. If they really wanted their game on sale, it would be.