A recent international survey involving 439 mobile and online games, spearheaded by national consumer agencies such as Ireland’s Competition and Consumer Protection Commission (CCPC), has unveiled concerning design techniques that may manipulate players, including those as young as three years old, into making decisions or purchases they might otherwise avoid.
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This initiative, organized by the International Consumer Protection Enforcement Network (ICPEN), aimed to uncover potential harm to consumers arising from mobile and online gaming practices. As the report highlights, “Understanding consumer behavior means addressing how these platforms engage their audience, especially when it comes to vulnerable populations like children.”
The findings revealed a notable prevalence of manipulative strategies across the surveyed games. One prominent technique identified was “sneaking,” where essential information—such as the true cost of virtual in-game currencies—is deliberately obscured from players. This tactic raises questions about transparency and ethical marketing practices.
Another tactic uncovered was “nagging,” which refers to the relentless notifications or reminders that can ultimately lead a player to make hasty decisions, such as agreeing to an in-app purchase out of sheer frustration. As noted by a consumer advocate, “Companies should prioritize user experience over user pressure; games should be fun, not coercive.”
The evaluation also examined potentially harmful monetization practices associated with “loot boxes,” which serve as in-game rewards that can be acquired through real or virtual currency, or by watching advertisements or investing time in the game itself. Alarmingly, the study found that only 30% of games featuring loot boxes made this monetization method clear at the point of download.
Moreover, the analysis revealed that loot boxes and in-game purchases featured equally in games rated for players aged three and above, as they did in titles aimed at older audiences. This raises significant concerns regarding consumer protection for younger players, who may not have the ability to comprehend the implications of these practices.
The sweep also identified urgency-style tactics that create pressure on players to purchase items available for a limited time, often when such claims may be misleading. As consumer rights activist, Sarah Manning, states: “Games should empower players, not exploit their desire to engage.”
This year’s ICPEN sweep took place from March 31 to April 11, with participation from 22 global consumer authorities, including the CCP. The findings from this comprehensive study serve as a call to action for both regulators and industry stakeholders to ensure responsible gaming practices that safeguard vulnerable players.
Edited By Ali Musa
Axadle Times International – Monitoring.
