BRUSSELS, Belgium (AFP) — On Thursday, European consumer groups launched a concerted effort to address what they describe as manipulative in-game spending tactics employed by some of the world’s leading video game companies. The complaint, spearheaded by Europe’s BEUC (Bureau Européen des Unions de Consommateurs) umbrella consumer rights group, alleges that these companies are deliberately tricking consumers—including children—into excessive expenditures on in-game purchases.
Video gaming is an immensely popular pastime in Europe, engaging more than half the population, as recorded by industry statistics released last month. The complaint, supported by consumer rights organizations from 17 European countries including France, Germany, and Italy, targets industry giants such as Activision Blizzard, Electronic Arts, Epic Games, Mojang Studios, Roblox Corporation, Supercell, and Ubisoft.
Central to the allegations are the use of in-game virtual currencies—digital items like gems, points, or coins—that consumers purchase with real money. Critics argue that when these virtual currencies are utilized to acquire options or objects within the game, players, particularly younger ones, often lose track of the actual sums spent, making them more susceptible to overspending.
Agustin Reyna, head of BEUC, articulated the concerns, stating, “Today, premium in-game currencies are purposefully tricking consumers and take a big toll on children. Companies are well aware of children’s vulnerability and use tricks to lure younger consumers into spending more.”
The consumer groups are pressing for greater transparency and fairness in the display of in-game item prices. They advocate that these items should either be displayed in real money (such as euros) or at least show an equivalence in real-world currency.
In rebuttal, Video Games Europe, an organization representing European game developers including Ubisoft, maintained that in-game currencies are well understood by players. “Video Games Europe and its members support and promote fair and transparent principles for purchases of in-game content, including for in-game currency,” the organization stated.
However, statistics from BEUC highlight the scope of the issue. According to the group, 84 percent of European children aged 11 to 14 play video games, and the global market for in-game purchases amounted to approximately $50 billion in 2020. On average, European children spend around 39 euros ($43) per month on these purchases. BEUC contends that children, who have limited financial literacy, are particularly vulnerable to being swayed by the allure of virtual currencies.
The complaint further alleges that these practices breach European Union consumer protection laws, calling on regulators to intervene. “Regulators must act, making it clear that even though the gaming world is virtual, it still needs to abide by real-world rules,” said Reyna.
The European Commission has confirmed receipt of the complaint and is currently analyzing the information provided. Jordis Ferroli, a spokesperson for the Commission, stated, “We are now analyzing the elements brought forward by the organization, and we will work together with the national consumer protection authorities, and then we will decide on next steps.”
As the European consumer groups and video game companies prepare for what may become a significant regulatory and legal showdown, the outcome could shape the future landscape of in-game purchases and consumer protection in the digital entertainment industry.
