These principles outline a strict approach to compliance with consumer protection law, in more definite a manner than has previously been seen. As such, few games will be fully compliant with every principle. Depending on how an individual game uses in-game virtual currency, there could need be considerable changes to one or more processes.

Pricing and value

The requirements to include statements of real-world currency value wherever items are sold with purchasable in-game currency could mean significant changes to in-game stores. Similarly, the instruction to allow customers to purchase specific amounts of in-game currency (rather than preset amounts) could require changes to how this currency is sold in the first place, as well as changes to increments of currency bundles and/or item prices. Where multiple currencies are used, arriving at a compliant position could require an entire change of approach (which may come with its own complications in terms of customers who have already purchased content under the existing arrangement).

Contractual information

Principles relating to the provision of information at and ahead of the use of in-game currency will affect what and how details are displayed in in-game stores. The application of cancellation and of cooling-off periods for unused currency may mean changes to processes so that players can exercise these rights. This may be something that some companies have never needed to consider for in-game storefronts before.

Vulnerable consumers

The statement that any game not exclusively intended for adults should expect a significant part of its player base to be under 18 may mean that several games companies now find themselves in scope of this principle when previously they might not have. Approaches to mitigate risks to children affect a wide range of game mechanics (such as the prominence and wording of ‘buy now’ messaging), so a lot of content may need revising. The concept of excessive spend is likely to be more well-known and considered, but the principles increase the necessity for companies to examine their processes and customer base.

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