The European Union’s Consumer Protection Cooperation Network has issued new guidelines targeting deceptive practices related to in-game virtual currencies. These guidelines aim to stop common tactics that obscure real costs and manipulate players into spending more than intended.
Under the new rules, game publishers must clearly display real-world currency equivalents alongside virtual currency prices. This means players will know exactly how much they’re paying in actual money when purchasing digital items or content.
One of the most significant changes addresses the long-standing practice of selling virtual currency in packages that never quite match item prices.
Publishers will now need to offer virtual currencies in exact amounts that correspond directly to in-game item costs, eliminating the annoying leftover currency that often pushes players toward additional purchases.
The guidelines also strengthen refund rights, requiring companies to inform consumers they can withdraw and refund unused virtual currencies within 14 days of purchase. This provides a safety net for impulse buyers who might otherwise be stuck with unwanted digital currency.
These measures specifically target what the industry calls “whales”—players who spend excessively and might be considered vulnerable consumers. Companies are being advised to adjust their business models to prevent the exploitation of these high-spending players.
While not legally binding on their own, these guidelines provide a framework for legal challenges under existing consumer protection laws. Enforcement has already begun, with actions initiated against companies like Star Stable for non-compliance.
The guidelines also call for stricter scrutiny of gaming models targeting vulnerable consumers, particularly those with potential gambling issues. This includes clearer warnings and potentially restricting certain monetization practices altogether.
Farewell, predatory pricing
For years, game publishers have deliberately misaligned currency bundle sizes with item prices—selling currency in packs of 500 while pricing items at 550 or 950.
This psychological trick forced players to purchase more currency than needed, leaving them with unusable leftovers unless they bought even more. The EU guidelines directly target this manipulative practice.
Gaming companies operating in the EU will need to adapt their business models or face potential legal consequences. Industry experts suggest these changes could eventually influence practices globally, as companies often standardize their systems across regions rather than maintaining different versions for different markets.
