Several major video game companies, including Epic Games, Electronic Arts, Roblox, and four others, are facing a consumer complaint filed by the European Consumer Organisation (BEUC) and 22 of its member groups from across Europe. The complaint, submitted to the European Commission and the European Network of Consumer Authorities on Thursday, accuses these companies of misleading players into spending money within their games.
The complaint arises amid growing concerns about gaming addiction, particularly among children, with some parents alleging that video game developers are intentionally designing games to foster addictive behaviors.
“BEUC’s members have identified numerous cases where gamers are misled into spending money. Regulators must act, making it clear that even though the gaming world is virtual, it still needs to abide by real-world rules,” said BEUC Director General Agustin Reyna in a statement.
Reyna also highlighted how the use of premium in-game currencies, which allow players to make purchases within games, exploits children’s vulnerability. “Companies are well aware of children’s vulnerability and use tricks to lure younger consumers into spending more,” he added.
The complaint also names Microsoft, Activision Blizzard, Mojang Studios, Supercell (majority-owned by Tencent), and Ubisoft. The associations involved are particularly concerned that consumers, especially children, may struggle to understand the real-world cost of digital items, leading to overspending. Furthermore, they claim that users often face difficulties in exercising their consumer rights when dealing with in-game purchases.
The complaint urges regulators to take action to protect consumers from deceptive practices in the gaming industry and ensure that companies operate in compliance with established consumer protection laws.
