Jason Jones of the Sacramento Bee reports:

The Kings will announce today they will introduce variable pricing when individual game tickets go on sale Oct. 2.

That means ticket prices will be market-driven. So games likely to be in high demand – the Los Angeles Lakers and Miami Heat – will be priced higher than games not so high in demand – the Los Angeles Clippers or New Jersey Nets.

The Kings sought out consumers’ opinions on how to bring them back to Arco, and variable pricing is the latest response to fans’ concerns.

“We’ve talked to our season-ticket holders at length, both in person and through a lot of surveys, and the NBA,” said Kings vice president of marketing and communications Mitch Germann. “A lot of NBA teams are going to do (variable pricing), too. I know in Major League Baseball some teams have been doing it for a while.”