More than half of EU consumers regularly play video games. Children play even more, with 84% of those aged 11-14 playing video games. In 2020, in-game purchases generated more than US$50 billion globally (approx. €46 billion), representing about one-quarter of revenues in the video game market. The video games sector generates more revenue from in-game purchases than the cinema and music industries combined. 

Over the past years, video game companies have evolved business models that rely more and more on in-game purchases, including in-game currency. Premium in-game currencies are widely present in games on the market. A review of 50 of the video games that were most played in 2023 shows that 21 of them (42%) include premium currencies. Out of these 21 games, 8 have an age rating of 12 or lower. 

The problems flagged in this alert go beyond video games and apply also to social media platforms and other marketplaces. BEUC already pointed out in 2021 that TikTok was unclear on how much its virtual currency was worth. Better enforcement of the consumer law framework in the video game sector and further regulation in the coming years is essential. 

Note: 

Premium virtual currencies are virtual currencies that can be purchased for real money, often in-game or in an app store. It can take different forms such as gems, points, coins, among others. It should not be confused with so-called earned virtual currencies, which consumers can acquire by playing the game (e.g., by completing quests or passing levels). The latter are part of the gaming experience and are not contested.

BEUC and its members filed a complaint to the European Commission and the network of consumer protection authorities (CPC), calling on them to launch an investigation. We call on authorities to ensure that traders play by the rules and provide consumers with safe gaming environments.  

We call on the CPC-Network to:

• Start a coordinated enforcement action and publish a joint position.
• Request traders to stop the unfair commercial practices. 

Ultimately, consumers need full transparency about the price of virtual items at the moment of purchase. In-game purchases should always be displayed in real currency. We also expect that consumers' rights in the virtual world remain the same as those in the real world, including the right of withdrawal and legal guarantee rights. BEUC has set more detailed demand on its position paper  available here.
 

• Press release: Consumer groups denounce video games’ manipulative spending tactics
• BEUC Report, "Game Over : A legal assessment of premium in-game currencies from a consumer law perspective" with main findings and conclusions 
• Letter to the European Commission and the Consumer Protection Cooperation ( CPC ) Network
• BEUC Member Forbrukerrådet (the Norwegian Consumer Council) Report, "GET PLAYED : The true cost of virtual currency" 
• Video
• Annex I: Screenshots of the targeted traders
• Annex II: Unfair terms and conditions applied by game companies

Videogame firms hit with EU complaint over 'tricking consumers'
Reuters  (12 September 2024)
“The associations said they were concerned that consumers, especially children, could not see the real cost of digital items, leading them to over-spend, and that consumers were often denied their rights when using premium in-game currencies.”

Real-life money for in-game products: EU consumers group files complaints
Euronews (12 September 2024)
“Gamers shouldn’t need to rely on a calculator anytime they want to make an informed decision on how much they want to spend,” said Agustín Reyna, Director General of BEUC. The consumer protection organisation recommends using real-life currency to help users better understand the amount of money being spent.”

Bad credits: consumer group files EU suit over ‘manipulative’ payments in games like Fortnite and Minecraft, calls for a ban
TechCrunch (12 September 2024)
“Consumers, the BEUC said, are “overspending” in games because they can’t see the real costs clearly enough, and it says the situation is worse with under-18 gamers, who spend an average of €39 per month on in-game purchases.”

Videospielkonzerne im Visier von EU-Verbraucherschützern
Der Standard (12 September 2024)
“Sie würden Spieler, insbesondere Kinder, durch irreführende Praktiken zum Geldausgeben verleiten, heißt es am Mittwoch in der Beschwerde, die die EU-Verbraucherorganisation BEUC und 22 ihrer Mitglieder bei der EU-Kommission und den EU-Verbraucherschutzbehörden eingereicht haben.”

EA, Ubisoft, Roblox e outras empresas de Games são acusadas de práticas enganosas para vendas de itens pagos por órgão de fiscalização da Europa
Game Arena (12 September 2024)
“A BEUC destaca que os consumidores são frequentemente “enganados” a gastarem excessivamente com moedas de jogo devido a táticas enganosas.”