In-game monetisation, whether through (among other things) the sale of in-game items, additional content or new features, is an increasingly important revenue generator within the video games industry. Indeed, the commercial model for a number of games (particularly on mobile) is based entirely around in-game purchases – via a ‘freemium’ model, players can download and use the game for free, but can optionally purchase in-game content to enhance their experience. The player benefits from a free game, and the publisher can reach wide audiences and establish a sustained revenue stream. However, in-game monetisation techniques have often sparked debate over the protection of players, particularly regarding fairness, transparency and safeguarding of younger players. This has culminated in a complaint (principally under EU consumer protection laws) by the ‘Bureau Européen des Unions de Consommateurs’ (BEUC) to the European Commission. The complaint represents 22 member organisations from 17 countries from the BEUC; and it comprises of various recommendations to the European Commission, including calls for new law and regulation, and stronger enforcement actions under the current legal framework. 

Will Deller and Sophie Stoneham delve into some of the most interesting points (and associated legal arguments) presented by BEUC in their article. Click here to read more.