This action arises from growing concerns regarding the potential for children to develop gaming addictions. Some parents assert that video game developers deliberately create products that foster addictive behaviors.
The BEUC, along with 22 member organizations from various European countries such as France, Germany, Italy, and Spain, submitted the complaint to the European Commission and the European Network of Consumer Authorities.
"Members of BEUC have uncovered multiple instances where gamers are deceived into spending money. It is imperative for regulators to intervene, emphasizing that the gaming industry, despite its virtual nature, must adhere to real-world regulations," stated BEUC Director General Agustin Reyna.
"Currently, premium in-game currencies are intentionally designed to mislead consumers, significantly impacting children. Companies are fully aware of the susceptibility of younger audiences and employ tactics to entice them into increased spending," he added.
The complaint also includes major players like Microsoft's Activision Blizzard, Mojang Studios, Supercell—partly owned by China's Tencent—and the French company Ubisoft.
The organizations expressed concern that consumers, particularly children, often fail to recognize the true costs associated with digital items, leading to excessive spending. Additionally, they noted that consumers frequently encounter obstacles in exercising their rights when utilizing premium in-game currencies.
Video Games Europe, which represents companies such as Epic Games, Roblox, Activision Blizzard, Electronic Arts, Supercell, and Ubisoft, defended the practice of purchasing in-game currencies, asserting that it is a well-established and understood aspect of gaming.
The lobby group stated, "Our members consistently adhere to European consumer regulations in their sales practices."
It further noted, "The PEGI Code of Conduct mandates that developers provide a clear and straightforward indication of the actual cost at the time of purchasing in-game currency," referencing the Pan-European Game Information guidelines.
Roblox cited the statement from Video Games Europe, while the other companies have yet to respond to inquiries for comments.