Cox Communications is testing a new broadband service designed to improve connection speeds for PC multiplayer gamers, but the cable company insists the service isn’t a manifestation of paid prioritization.

Atlanta-based Cox began testing the $15-a-month service in Phoenix, Arizona this week, allowing users access to two individual PCs per household. Users must have Cox’s Internet Preferred 100 broadband tier, or faster, and live in the operator’s Phoenix footprint to sign up.

On a promotional website viewable for those who punch in Arizona addresses within the Cox footprint, Cox promises "35% less lag, 55% fewer ping spikes and 45% less jitter.”

“We started testing a Cox Elite Gamer Service this week in Phoenix that uses software to provide a better experience through enhanced internet routing to gaming servers. Following the consumer trial, we’ll evaluate results and determine next steps,” Cox spokesman Todd Smith told MCN.

Elite Gamer service is actually a white-label repackaging of game technology product WTFast, which optimizes a user’s connection route through the internet to a multiplayer game.

“The software routes the player via a more efficient internet path, or virtual private network, to the gaming servers, resulting in an enhanced experience for gamers,” Smith said. “Cox is not managing, prioritizing or throttling any traffic on its broadband Internet service network as part of the service.”

Smith added that the trial is set to last three months.