The EU Commission must talk to UK games firms before taking drastic action against the controversial free-to-play business model, says UKIE.
The microtransation model has come under fire in recent months, facing accusations of misleading customers, particularly children, over the real cost of ‘free’ games. It sparked an investigation by the Office of Fair Trading, which has issued a series of recommendations to App makers.
Now the EU Commission is taking a closer look at the model and could potentially prohibit the use of the phrase ‘free’ for games that require any costs.
“We will be urging the EC to adopt the consultative approach the OFT took and to understand that when done responsibly and clearly, microtransaction based business models give choice and value for both players and game makers,” said UKIE CEO Jo Twist.
“UK games businesses have an outline of how new business models work within the existing rules around consumer protection, especially when it comes to clear information, advertising and marketing – especially to children – and we believe they are already complying with these laws.”