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Epic Games, Supercell, Electronic Arts, Mojang Studios, Ubisoft… The major video game companies are increasingly developing business models based on digital purchases within games. In 2023, 42% of the 50 most popular games included virtual currencies. These virtual currencies allow players to convert their money into a means of payment to purchase various items (outfits, decorations, special weapons, etc.). The goal? To personalize your avatar, or accelerate your progress within the game.
Jackpot
But these virtual currencies can only be purchased in packs, with fixed amounts that never correspond to the prices of the desired goods. One game will only offer packs of 1,000 coins for €10, while the coveted item costs 1,200 coins. Enough to encourage users to spend more, by regularly recharging their virtual wallet. Publishers do not hesitate to fully exploit the good vein of microtransactions. In 2020, this system would have generated around 46 billion euros worldwide, or a quarter of the total revenue of the video game market. Activision Blizzard, with its game Diablo IV, for example, would have captured more than 150 million dollars in microtransactions.
Complaint in 22 countries
Virtual currencies are in the crosshairs of 22 European consumer protection associations, including Test Achats. They have filed a complaint with the European Commission. 7 publishers of very popular games (Fortnite, Minecraft, EA Sports FC 24, etc.) are targeted. The complainants accuse them of misleading players – often children: 84% of 11-14 year-olds in Europe are gamers. And children spend nearly 40 euros per month on microtransactions within games, according to the associations.
Some publishers already convicted
By formulating prices in virtual currency and not in euros, publishers would aim to make people forget that the money spent is real. The associations are demanding that microtransactions be carried out in euros, and that “deceptive” practices cease, in order to protect the youngest, whose financial culture is still limited.
Some publishers have already been condemned for pushing children to buy. Like Epic Games (Fortnite), for using techniques that put pressure on young players to spend their money quickly. Outside of gaming, TikTok had also been criticized because it did not clearly indicate the value of its virtual currency.
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