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UKGC Report Reopens Loot Box Debate: Will Video Game Developers Have to Follow UK Online Casino Standards?

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The continued crossovers between video games and the casino industry have had some unintended consequences according to the UK Gambling Commission (UKGC). Outlined in a recent report on children and gambling trends, the UKGC found that loot boxes could be harmful to minors. Although the latest study showed a decrease in gambling participation among 11-to-16-year-olds, the data suggests that the risks to children have increased. As per the findings, 31% of those surveyed have opened a loot box, while 3% say they’ve placed an in-game bet.

Are In-Game Add-Ons a Gamble?

For the government, the issue of loot boxes has been a talking point since 2017. Identifying an emerging trend among video game developers, Connor Rhys Deeley submitted an online petition to have loot boxes discussed in parliament. In writing his petition, Deeley argued that the in-game add-ons often contain prizes that are worth less than the purchase price. Citing a 2017 law passed in China, Deeley said that the boxes are, in essence, a form of gambling and should, therefore, be regulated by the UKGC.

Addressing the situation, then Secretary of State for Digital, Culture, Media and Sport Tracey Crouch pointed to the UKGC previous statement on loot boxes.

“Where items obtained in a computer game can be traded or exchanged outside the game platform, they acquire a monetary value, and where facilities for gambling with such items are offered to consumers located in Britain a Gambling Commission licence is required,” concluded the government and the UKGC.

UKGC Guidelines Don’t Apply

By stating loot box prizes don’t have any real world value, the conclusion was that they fall outside of the UKGC’s regulatory remit. As it stands, any operator wanting to offer betting services in the UK must abide by a strictest of  guidelines. For example, 2005 regulations state that gaming companies don’t have to meet a statutory minimum payout percentage. However, they must clearly display the amount a player can, in theory, expect to win (known as the return to player/RTP). In essence, this rule is designed to give players the power to decide how much risk they want to expose themselves to.

In fact, this drive to give consumers more information has been a cornerstone of the UKGC’s policies over the last few years. Today UK casino and betting operators must provide clear and concise insights into every aspect of their product. From their payout structures and software suppliers to the terms and conditions attached to bonuses, everything has to be transparent and fair. Without meeting the expected standards, an operator risks receiving a fine or having their licence revoked. However, when it comes to video game companies, the same standards aren’t in place. For those entering the casino world, a UKGC licence is mark of quality, but no such label applies in the gaming sector.

Regulators Must Set the Standard

This disparity is something that campaigners have been pushing to address over the last 12 months. With loot boxes sharing similarities with casino games such as scratchcards or monetised versions of Deal or No Deal, many argue that UKGC standards should apply. In their defence, video game developers have said that loot boxes aren’t an integral part of a player’s experience.

“A player’s ability to succeed in the game is not dependent on purchasing crates. Players can also earn crates through playing the game and not spending any money at all,” a spokesperson for EA told Eurogamer.net.

However, the figures would seem to suggest otherwise. In addition to the UKGC’s report showing that 31% of child gamers have used loot boxes, estimates project that loot box revenue will hit £32 billion by 2022. Reviewing the current trend, analysts at Juniper Research found that more people are now taking part in so-called skin betting than ever before.

“These items have value depending on rarity and popularity within game communities. On PCs, skins are traded for real money via Steam’s Marketplace; the platform has 125 million registered users globally,” Lauren Foye of Juniper Research said in April 2018.

Licensed Loot Boxes May Happen in 2019

In light of the latest findings, the government is likely to face more tough questions regarding the regulation of loot boxes. In Belgium, ministers have already agreed that the boxes are a form of gambling. British politicians may soon take the same position. Indeed, with the protection of minors something the UKGC has been working hard on in recent times, the recent report will give those in power cause for concern. If that proves to be the case, we may see video game companies become subject to the same controls as UK online casino operators.


Source: Latest News on European Gaming Media Network

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Meridianbet Launches ‘Scan. Help.’ Humanitarian Initiative to Support Maternity Hospitals in Southeast Europe

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Meridianbet, a member of the Golden Matrix Group (NASDAQ: GMGI), in partnership with Meridianbet Foundation, Expanse Studios, and BC Crvena zvezda Meridianbet announces the launch of a significant humanitarian initiative, ‘Scan. Help.’, aimed at supporting maternity hospitals across Southeast Europe.

The rollout of this action to other market territories is expected in the remainder of 2024.

How It Works

For every scanned QR code and subsequent registration on the Meridian Foundation’s website, funds will be allocated towards equipping five maternity hospitals in Serbia. This innovative approach not only raises awareness but also actively involves the community in our CSR activities.

The initiative is currently ongoing with high media presence and is broadcasted during Southeast Europe’s regional basketball Finals series (ABA League). BC Red Star players wear jerseys featuring the QR code, with additional promotion through basketball arena ads, TV ads, and more, encouraging fans and supporters to participate.

A Unified Effort for Community Impact

The ‘Scan. Help.’ campaign is a collaborative effort involving Meridianbet, Meridianbet foundation, Expanse Studios, and basketball club Crvena zvezda Meridianbet, Southeast Europe’s leading basketball club, of which Meridianbet is the name sponsor. The initiative is designed to leverage our collective resources and influence to make a meaningful impact on local communities.

Multi-Stakeholder Support and Growing Participation

The ‘Scan. Help.’ campaign has received institutional support ad backing from the Ministry of Health, reinforcing the importance and legitimacy of this cause. Additionally, several companies have already expressed their desire to contribute, with provisions made for donations through the Meridian Foundation’s account. This broadening support network amplifies the initiative’s reach and potential impact.

This campaign exemplifies Meridianbet’s dedication to sustainable development and community well-being. In 2023 alone, the company has launched 225 CSR campaigns, reflecting the commitment to making a lasting impact.

The post Meridianbet Launches ‘Scan. Help.’ Humanitarian Initiative to Support Maternity Hospitals in Southeast Europe appeared first on European Gaming Industry News.

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SiGMA Asia Awards 2024: Boomerang Partners Nominated for ‘Rising Star Affiliate Program’

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The fast-growing Boomerang Partners affiliate program continues gaining global recognition, earning a nomination for the prestigious ‘Rising Star Affiliate Program 2024’ category in the Asia region

With a rapidly growing network of over 5,200 affiliates across 70+ countries, the dynamic Boomerang Partners affiliate program has been recognized as a finalist for the ‘Rising Star’ category at the SiGMA Awards Asia 2024. While Asia is not currently the central focus for brand promotion, this prestigious recognition from SiGMA is a notable honor that inspires Boomerang to fortify its global footprint and industry-leading position.

In 2023 alone, Boomerang’s achievements included paying over €50 million to affiliates, creating 22 exclusive branded games, hosting 82 tournaments across 30 regions, and expanding into 31 new markets. This followed prestigious wins like ‘Casino of the Year’ at the SiGMA Balkans/CIS Awards, ‘Commission Offer of the Year’ at the AffPapa iGaming Awards, and ‘Best PPC Affiliate’ at the SiGMA Europe Awards.

This year, Boomerang Partners is highlighting innovations like a worldwide traffic tournament and has already been nominated at the AffPapa, MAC, and AskGamblers Awards – eagerly awaiting the results across these prestigious voting processes and final selections.

“We actively collaborate with SiGMA, having participated in their events and been honored with SiGMA awards in other regions previously,” said Vitalii Prokofev, CEO at Boomerang Partners. “SiGMA sets the standard with premier industry events and accolades worldwide. This nomination at their Asia awards is valuable recognition that fuels our ambition to raise our global profile further.”

Boomerang Partners invites all affiliate managers and industry enthusiasts to learn more about their award-winning program. Voting for the SiGMA Asia Awards runs until May 20th. Winners will be announced at the June 3rd ceremony during the June 2-5 event in Manila.

Support Boomerang in the ‘Rising Star’ category while voting for other favorites at SiGMA.

 

The post SiGMA Asia Awards 2024: Boomerang Partners Nominated for ‘Rising Star Affiliate Program’ appeared first on European Gaming Industry News.

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PopOk Gaming Unveils Exciting New Instant Game: “Dice”

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PopOK Gaming, a leading innovator in the gaming industry, is thrilled to announce the launch of its latest Instant game sensation: “Dice”.

“Dice” is a dynamic game that puts players’ instincts and strategies to the test. Participants can jump in at any moment and predict whether the resulting number will be higher or lower than their selected number. With every roll, the excitement mounts as players watch the green fields light up, indicating their path to victory.

It’s not just about luck – it’s about strategy too. Players have the opportunity to adjust their multiplier, choose their odds, and press start for a thrilling gaming experience.

Here’s how it goes down:

📈 Move the dice higher or lower on the screen.
🚀 Choose over or under.
⏳ Place your bet and hold on tight.
🎲 Launch the dice!
🏆 Win big, with potential rewards of up to x9600!

With its user-friendly interface and exciting gameplay, “Dice” promises to captivate players of all skill levels. Whether you’re a seasoned gamer or new to the world of Instant games, “Dice” offers endless opportunities for fun and excitement.

Join the action today and roll the dice for your chance to win big! Visit PopOK Gaming to start playing now.

 

The post PopOk Gaming Unveils Exciting New Instant Game: “Dice” appeared first on European Gaming Industry News.

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