Game over: Consumers fight for fairer in-game purchases

BEUC and 22 of its member organisations  from 17 countries have filed a complaint on 12 September 2024 to the European Commission and the network of consumer protection Authorities (CPC-Network) to denounce several deceptive practices by leading video game companies (Activision Blizzard, Electronic Arts, Epic Games, Mojang Studios, Roblox Corporation, Supercell and Ubisoft) marketing popular games (such as Fortnite, EA Sports FC 24, Minecraft, Clash of Clans and others) and affecting millions of European consumers.

According to our analysis, these companies are using misleading tactics that do not comply with the EU rules on unfair commercial practices. In particular we identified that: 

• Gamers cannot see the real cost of digital items, leading to overspending.

• Companies’ claims that gamers prefer in-game premium currencies are wrong.

• Consumers are often denied their rights when using premium in-game currencies.

• Children are vulnerable to these manipulative tactics.