Vancouver Canucks fans will be seeing the price of tickets rise and fall with demand this season, following the team's decision to roll out so-called "dynamic pricing."

That means that prices will go up and down based on who the team is playing and algorithms that track supply and demand in real-time, according the team's COO Victor de Bonis.

The team has created five base pricing categories for its tickets: pre-season, regular, regular plus, premium and premium plus. Previously the team used three categories to price games.

"We have used this strategy for single-game tickets since 2002-03 and are now applying it to our season ticket memberships to modernize our ticketing standards, consistent with most professional sports teams in North America," according to the team's website.

Next, the team will update the price of individual tickets in real-time, based on the actual demand for the seats they are seeing online, just like airlines and many sports teams already do with their seats.

"We will adjust single game ticket prices in real-time with the same factors used for variable pricing based on supply and demand. Like the travel and entertainment industries, fans who purchase tickets early are more likely to get the best value," says the website.

That means the cheapest ticket to see Toronto Maple Leafs or the Pittsburgh Penguins play is now selling for $100, while a seat to see the Edmonton Oilers is $50.

"We are trying to be as fair as we can, but to make the program work we needed to set the premier games higher," said de Bonis.

The team said season's tickets holders will be able to benefit if they resell their tickets using the official exchange when they are in demand.