Computer games: EU consumer protectors complain about manipulation and rip-offs
Computer game companies deliberately deceive players – including children – so that they spend more money. This is the accusation made by consumer advocates.
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European consumer advocates accuse large companies of using illegal methods to rip off computer gamers. According to a complaint to EU authorities, companies such as Activision Blizzard, Electronic Arts, Epic Games, Mojang Studios, Roblox, Supercell and Ubisoft are in breach of EU consumer protection laws. These companies are behind popular games such as Fortnite, EA Sports FC 24, Minecraft and Clash of Clans and are said to be taking money out of the pockets of players –, including children and young people –.
The complainants are the European umbrella organization of consumer protection organizations (Beuc) and 22 of its members from 17 countries. They explain to the EU Commission and the European Network of Consumer Protection Authorities how the computer games industry maximizes its customers' spending by using high-value in-game currencies. The complaint names specific abuses and unfair practices.
Consumers are unable to see the true cost of digital items, which leads to excessive spending. The lack of price transparency for premium in-game currencies and the need to buy additional in-game money in packages tempted users to spend more than planned. In-game purchases should therefore always be displayed in "real money" such as euros, or at least represent the equivalent value in real currency.
Money > Coins
The claim by game operators that players prefer in-game premium currencies is false. Beuc refers to a 2021 study on "unfair, misleading and aggressive monetization techniques in digital games". Many consumers find this "unnecessary step" misleading and prefer to buy items directly with real money.
Users are also often deprived of their rights when using in-game currencies: they are confronted with unfair conditions that game developers prefer. Children are even more susceptible to such manipulative tactics: statistics show that young people in Europe spend an average of 39 euros per month on in-game purchases. Children play a lot, but only have "limited financial literacy" and are easily influenced by virtual currencies.
Similar practices with TikTok & Co
"Computer gamers should not have to rely on a calculator every time they want to make an informed decision about how much they want to spend," emphasizes Beuc Director General Agustín Reyna. Game publishers are well aware of the vulnerability of children and use tricks "to entice younger consumers to spend more".
Beuc members have identified "numerous cases" in which players have been tricked into throwing money out of the window. The regulatory authorities must therefore act and make it clear "that although the gaming world is virtual, it still has to comply with the regulations of the real world". According to the association, the problems identified also affect social networks such as TikTok and other marketplaces.
According to a Analyse of the EU Parliament, more than half of citizens regularly play computer games. In Germany, the 2021 amendment to the Youth Protection Act stipulates that voluntary self-regulatory bodies such as the Entertainment Software Self-Regulation Body (USK) or certified youth protection officers must also take additional functions of a game into account when awarding age ratings, and no longer just the content. In particular, contact options that can lead to cyberbullying, chat-up lines and abuse should only lead to computer games being approved for a higher age group in future. This also applies to cost traps through in-game purchases and loot boxes as well as"gambling-simulating elements".
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