Issues to look out for
Nothing is ever really 'free'
Be aware that these game features are designed to 'nag' and pressure you to spend frequently.
Even when a game is free to download, be aware that developers still have costs to recover, such as licensing fees, and want to make a profit. Developers may use manipulative techniques that target consumers in order to increase their revenue from ‘free’ games.
When you first purchase or download a game, it may not be clear that additional payments are required for full game functionality or enhanced in-game features, and you may be misled about these hidden costs.
During gameplay, there are often numerous opportunities to buy loot boxes, lifelines or other in-game features, using either real-world money or virtual currency. These features can appear necessary to progress through the game.
Examples of techniques used in free games to manipulate
- Freemium pressures players to pay to unlock game play or items or remove advertising.
- Redirection are pop-ups and interruptions used to direct players away from playing the game and towards advertising, in-game offers or rewards. They are designed to repeatedly interrupt or nag you until you make a purchase.
- Confirm shaming is a guilt-based technique to manipulate a player to make an in-game purchase, maintain a subscription or provide personal information.
- Free trial with subscription is a trap that creates difficultly for a player to cancel subscription for or access to a game.
- In-game features that you must buy to access a better game experience including loot boxes, treasure chests or mystery boxes. These boxes can also be earned through play. Their content is unknown before purchase, but players are hoping for items or rewards such as weapons, accessories or tokens.
Be wary of limited time claims or discounts
As with other products and services, online games and apps may tell you that some features or games are on sale, but only for a limited time. Alongside these claims can be a countdown clock or timing, telling you there are days or just hours left to access this deal.
These claims give you the impression that offers are scarce and you need to act fast to avoid missing out. But often sales continue or are repeated shortly after.
Influencers are often paid to review games
It’s popular for game developers to engage influencers to endorse their games. For example, you may have seen an influencer stream or record videos demonstrating a successful playthrough of a game, along with a positive review.
You should be aware that many influencers are paid or given games for free in return for an endorsement and this can impact the impartiality of their review. Influencers that are being paid or gifted games should be disclosing their commercial relationship with the developer, but many don’t.
Influencers are often given unrestricted access to games, so features shown in their posts or videos may not be available to you without extra payments or a subscription. It may also be unclear which parts of the game advertised would require you to make additional payment to access.
Be careful disclosing personal information
You may be asked for personal information to buy a game. When playing you may be offered a ’reward‘, such as virtual currency or access to open loot boxes for providing your personal details and opting in to receive marketing materials. This is because your details are valuable to developers and can be a way for these businesses to monetise ‘free’ games.
Make sure you understand and are comfortable with how your personal information may be used, especially if it is being passed onto third parties. The terms setting out how your details may be used or how to opt out of marketing materials are often hidden in fine print accessible via hyperlinks.
Paying for a game does not mean you own it
Some games may not sell you their game or app permanently but instead sell you a licence to play. The difference isn’t always easy to understand as a consumer, but developers may use this a way to protect and retain their intellectual property.
If you’ve paid for a licence, it’s important to know that your access to the game may not be recovered in the event of the cancellation or suspension of your license. Additionally, if the developer stops supporting the game, you may no longer be able to play the game online. This includes accessing the in-app purchases you paid for.
