The Lure of Loot Boxes
A loot box is a reward you can win or buy in a video game. The contents of the box are completely random and the outcome is always based on luck. You might earn special equipment or coins, but there is nothing you can do to ensure you win what you really want. However, in some games, players are able to trade the rewards they get from loot boxes with each other for real money.
The luck involved in loot boxes, as well as the unlikelihood of winning anything great is very similar to that of slot machines. You are guaranteed to get something on every spin, but the outcome is rarely what you hope for. Some loot boxes even show “near misses” which is very reminiscent of casino games.
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There is much debate over whether or not loot boxes should be put in the same category as gambling, but the The NSW Youth Gambling Study found that young people who bought loot boxes and played video games with gambling components are more likely to gamble.
Some countries, including Belgium have deemed loot boxes to be gambling products, causing some companies to pull their games from the market. Some countries may be looking to follow suit, but the trend of loot boxes does not seem to be slowing down. A recent forecast predicted that gamers will be spending about $50 billion annually on loot boxes within the next two years.
So why do gamers feel the need to purchase loot boxes? Players can become addicted to the mere action of buying a loot box. The uncertainty and the thrill that comes with buying a loot box is enough to keep gamers purchasing them. In some cases, gamers feel as though they have to buy loot boxes in order to progress in their game, and gain access to new tools and levels which will help them keep up with their friends in the game.
Examples of violations
- Games that accept money in exchange for an opportunity to win a physical or monetary prize
- Apps that have navigational elements or features (e.g. menu items, tabs, buttons, WebViews, etc.) that provide a 'call to action' to wager, stake or participate in real-money games, contests or tournaments using real money, such as apps that invite users to 'BET!' or 'REGISTER!' or 'COMPETE!' in a tournament for a chance to win a cash prize.
- Apps that accept or manage wagers, in-app currencies, winnings or deposits in order to gamble for, or obtain a physical or monetary prize.
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