Dealing with gamers Online choice architecture Examples of OCA in video Pay to win/Pay to skip games ‘Pay to win’ or ‘Pay to skip’ options Potentially harmful OCA can allow players to buy or skip levels be deployed in many digital which allow them to progress in a environments, regardless of industry. game and/or gain an advantage Examples which may be used in some and surpass difficulties in exchange video games are listed below. for money. These features have potential to cause harm if players Virtual currency are encouraged to pay to advance Virtual currency is often used in faster in a game or service, even gameplay. The Committee of when it’s not necessary. Advertising Practice (CAP) has Impersonation defined it as “fictionalised currency used within a game or system, often Many online games allow players to with a name such as ‘credits’, ‘gold’, see representations of their friends or or ‘points’, which may or may not be other players in their own gameplay. purchasable with real money”. Occasionally, players might get Players can then use this currency alerts about those other players, eg to buy in-game items, such as X completed this level, X sent you a lives or tools. gift. However, it’s problematic when the game impersonates other players Virtual currency might encourage by attributing actions to them which players to make smaller, more they never made, misleading the frequent purchases in games which player about what their friends can add up quickly especially if are really doing in the game. costs aren’t transparent. The artificial lifespan of these in-game Regulation of OCA items could lead to rushed or unnecessary buying choices. The UK’s Consumer Protection from Unfair Trading Regulations 2008 currently prohibit actions which amount to unfair commercial 111