The move means fans will be able to pay less for better seats at games considered low-demand.
However, tickets for blockbuster games will reflect demand, with a squeeze on seats available in the lower price categories.
The policy, which follows a series of trials and consultation with stakeholders, will see 2014 premiership matches at the MCG, Etihad Stadium and Metricon Stadium classified in five bands according to demand.
Ticket prices and seating categories will reflect those classifications.
The AFL emphasised that prices for the cheapest and most expensive tickets will remain the same.
AFL commercial operations manager Darren Birch said the move followed the successful introduction of variable pricing in a number of major US sports.
"Variable pricing has been in place in the AFL industry for some time now with different venues around the country carrying different prices due to various factors," Birch said.
"Our main objective is to give football fans the best venue experience possible whilst attracting as many people to matches as possible.
"Our analysis and trials last year have shown that this system will give fans more options and a clearer picture of their ticketing and seating choices. For low demand matches there will be better seats available at lower ticket prices, resulting in a better fan experience.
Birch said the new structure recognises that demand for tickets to matches depends on a number of factors including competing teams, timeslots, current form, rivalry and historical sales and attendance.
"We want our fans to have a clear understanding of the demand for matches and what they can expect when buying tickets or planning to attend a match," Birch said.
Under variable ticketing, MCG and Etihad Stadium ticket prices will be the same regardless of whether they are pre-purchased or purchased at the gate and all ticket types will be available from the time of sale.
Variable pricing only applies to daily ticket purchases or reserved seat upgrades made via the ticket agent. AFL or AFL club membership season packages will not be affected.
| A-Reserved | This is a reserved seat event for very high demand games; there will be no general admission available. Everyone attending the match must have a valid reserved seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. |
| A-Game | This is a high demand match. General admission will be limited for advance sales, with a minimum held for members to walk up on match day (subject to capacity). |
| B-Reserved* | This is a reserved seat event for medium demand games when required to effectively manage venue operations; there will be no general admission available. Everyone attending the match must have a valid seat ticket. Members without a season reserved seat will be required to upgrade their membership to a daily seat. |
| B-Game | This is a medium demand game and seating in price categories will be released in accordance with demand. General admission areas will be available to purchase in advance, at the gate and for club members walk up on match day (subject to capacity). |
| C-Game | This is a low demand game and seating in price categories will be released in accordance with demand. General admission areas will be available to purchase in advance, at the gate and for club members to walk up on match day (subject to capacity). |
