Microtransactions in general, and in video games in particular, have always been a subject of debate and discussion. Not because they are negative in themselves (after all, they are the source of income for free games), but because of how they are implemented. This is one of the reasons why the European Consumer Organization BEUC has filed a complaint (PDF) with the European authorities to take action.

Euro stones. Let’s start from the beginning. The basis of microtransactions is that they are never, or almost never, made with real money. There is always an intermediate step: premium currency. If a player wants to buy skin You probably won’t be buying your favorite character with a lot of money. You’ll probably need to buy points, gems, turkeys, rubies, gold, pearls, call them X currency, and now you can buy costumes with them.

Also, the price of the digital product is always different from the amount of premium currency that can be purchased, which usually comes in predetermined lots. Maybe skin Its value is 450 gems, but the game does not allow us to buy this amount, although the minimum amount is, for example, “500 gem barrels” for 9.99 euros.

These are microtransactions in ‘Pokémon Unite’ and it’s not actually possible to buy an exact amount. There are only default packs | Image: Xataka

Why is this being done? Hiding the true price of the product. According to BEUC, “The sole function of these premium currencies is to prevent consumers from purchasing in-game digital content directly with fiat currency. As a result, by hiding the true price of the digital content, consumers are distracted from their spending and are led to overspending, which is against the interests of consumers.”

The only way to find out the real price of the product is to take out the calculator and do the math. That’s the only way we can know skin It’s not 450 jewels, it’s worth around 10 euros. It’s the same thing but told in a way where the real price is in the background. According to BEUC Director General Agustín Reyna.

“Players shouldn’t have to resort to a calculator every time they want to make an informed decision about how much they want to spend. The money they spend should appear as real money and deceptive practices must end.”

The technique works. In 2020 alone, microtransactions in video games generated more than 46 billion euros worldwide. We are talking about 25% of the revenue of the video game market. BEUC assures that children are more susceptible to “manipulation tactics” and spend an average of 39 euros per month on microtransactions in video games.

BEUC recommendations. BEUC collects these manipulation tactics, in its opinion, in a comprehensive 35-page document (PDF) with examples citing companies such as Roblox, Supercell, Electronic Arts or Mojang. Proposed measures to “regulate virtual currencies in games and applications” include banning premium currencies or, if this is not considered optimal, banning microtransactions and premium currencies for minors.

Similarly, the organization believes that the European Commission should make it clear by law that developers of a game or app must “provide a clear and transparent equivalence of the game’s and app’s premium currencies in real and local currency.” This equivalence should be displayed before each transaction, using the same size and font. It also believes that consumers should be able to purchase the full amount of premium currency, not a predetermined batch.

Microtransactions in Pokémon Unite | Image: Xataka

The sector responds. This is a complaint and so far the situation has not gotten any worse. We will have to wait and see if the European Union decides to take action on this issue. In any case, Video Games Europe, an organization representing video game companies such as Activision Blizzard, Epic Games, Embracer, Roblox, Nintendo, SEGA and Riot Games, released a statement stating the following:

“Purchasing in-game currency is a well-established practice and is understood by players. Our members always respect European consumer legislation when offering these purchases.

Our industry offers a wide range of games that allow players to access a wide range of genres and innovative new experiences through different services. Players can experience all of the games for free, giving them the opportunity to try out games without any initial cost or commitment.

Video Games Europe and its members support and promote fair and transparent principles regarding the purchase of game content, including in-game currency. “PEGI’s Code of Conduct requires developers to ensure that the true cost of in-game currency is clear and unambiguous at the point of purchase.”

Cover image | Xataka

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