The European Consumer Organisation, in a report humorously dubbed “Game OVER,” has taken a firm stance against microtransactions within the gaming industry, accusing major companies of manipulative practices. The criticism is directed at heavyweights such as Activision Blizzard, Electronic Arts, Epic Games, Mojang Studios, Roblox Corporation, Supercell, and Ubisoft, as well as popular games like Fortnite, EA Sports FC 24, Minecraft, and Clash of Clans.
The core issue, according to the organisation, revolves around in-game transactions and premium currencies, with the goal of either regulating or completely banning such practices. The claim is that these transactions violate European consumer protection laws. Authorities are urged to enforce existing rules to ensure a safe gaming environment for EU residents.
Consumer behavior studies cited by the organisation highlight significant concerns about in-game spending. Lack of transparency is blamed for causing overspending on virtual currencies, and there’s a particular worry about children being easily targeted by exploitative tactics. The organisation also disputes the notion that gamers prefer these in-game currencies, a sentiment that resonates with many in the gaming community.
In response to these issues, the organisation has proposed several measures:
1. The EU should consider banning premium in-game digital currencies for everyone or at least for those under 18.
2. Amend consumer laws to require companies to be transparent about in-game purchases, specifically pricing in real-world currency.
3. Payment mechanisms should be deactivated by default, with each purchase needing confirmation, possibly with an in-app password.
4. Introduce changes so in-game privacy protections are active by default, make in-game purchases refundable, and allow consumers to choose the exact amount of virtual currency they wish to buy.
5. Separate premium and earned in-game currencies to create a clearer distinction.
6. Enforce consumer protection laws more strictly to hold developers accountable for accidental purchases by children.
The overarching aim is to shield vulnerable consumers, particularly children, from potentially harmful and addictive in-game mechanics. Research by the organisation indicates that 84% of children aged 11-14 in the EU play video games, with an average monthly spend of around €39 on in-game purchases. There is a strong push to make gamers more aware of their spending and to ensure that in-game purchases and microtransactions are fairer.
It remains uncertain how the EU lawmakers will respond, but with 22 member organisations from 17 countries backing the complaint, the move to create a fairer gaming environment has substantial support. The future profitability of games heavily reliant on microtransactions, like Fortnite and Warframe, in the EU will also be an interesting aspect to watch if these proposed changes are enacted.
