The UK’s Office of Fair Trading has a message to game developers – tone down the high-pressure monetization techniques, or else.
The OFT recently began an investigation earlier this year looking into apps and games aimed at children. After 38 different games were looked over, the office managed to come up with a list of eight “principles” for developers to follow.
“This is a new and innovative industry that has grown very rapidly in recent years, but it needs to ensure it is treating consumers fairly and that children are protected,” said Cavendish Elithorn, executive director of the OFT.
“The way the sector has worked with us since we launched our investigation is encouraging, and we’ve already seen some positive changes to its practices. These principles provide a clear benchmark for how games makers should be operating. Once they are finalized, we will expect the industry to follow them, or risk enforcement action.
“This is a global industry so we’re also sharing our principles with our enforcement partners worldwide with the goal of achieving some common international standards.”
Such apps that use heavy practices of monetization include the above-pictured Where’s My Water 2, a free-to-play game that requires users to either wait for more energy to play rounds, or pay a fee to unlock additional energy.
Source: GamesIndustry International
