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EU Targets Gaming 'Dark Patterns' in Coordinated Action
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European authorities are launching coordinated actions against ten video game companies, including Activision Blizzard and Ubisoft, for using manipulative monetization tactics known as dark patterns.
At a glance
- EU authorities are targeting ten companies for using dark patterns.
- Accusations include manipulative currency bundles in games like Destiny 2 and Call of Duty.
- Fortnite, Rocket League, and Fall Guys will allow exact currency purchases starting October 14.
- The new exact-purchase feature is not currently supported on PlayStation.
European consumer protection authorities have announced a series of coordinated actions targeting ten video game companies. The initiative accuses major industry players, such as Activision Blizzard and Ubisoft, of employing "dark patterns" designed to exploit minors and individuals at risk of gaming addiction. These manipulative monetization tactics often involve in-game currency bundles that force players to purchase more digital currency than necessary for specific items. For instance, games like Destiny 2, Fortnite, and Call of Duty have utilized bundle structures where the cost of desired items does not align with available currency packs, creating a one-way exchange rate that benefits developers. While these practices have been widespread, some titles are adjusting their approaches. Starting October 14, Fortnite will allow players to purchase the exact amount of V-Bucks they need. This change will also roll out to Rocket League and Fall Guys across Xbox, Nintendo, PC, Android, iPhone, and the Fortnite web Item Shop. However, this specific update will not be supported on PlayStation at this time. The EU's intervention highlights a growing regulatory focus on ethical monetization practices in the gaming industry.
Important dates
- October 14