Publishers should make clear to Nonetheless, app stores have users before the point of purchase historically had strict rules which (as well as within the game itself) the form part of their agreements extent to which in-app purchases with publishers – for example, if a are required to use the game. They publisher of apps on the iOS platform should not describe games as ‘free’ allows users to subscribe outside the where they require extensive in-app app, the same (or better) subscription purchasing to play. Fortnite is a prime price had to be offered inside the example of a game with in-game apps. App stores will almost certainly purchases that has encountered remove any apps which contravene some controversy involving children the rules, however, with the advent and spending habits. For more of the EU’s Digital Markets Act, information see our In-game changes are being made in the purchases section. EU at least, aiming to ensure that consumers are not disadvantaged, Subscription/paywall and to promote competition. If a publisher sells subscriptions There have been well-reported issues direct to users, for example on its involving the Apple and Google app website, it’s important to consider the stores and Epic Games over in-app practicalities of the strict consumer payments, which highlight some distance selling laws. of the pitfalls associated with this In the context of app-based games, model from a publisher’s perspective. it’s often the case that publishers use The UK’s Competition and Markets the subscription monetisation model Authority (CMA) is also carrying out to encourage users to subscribe a market investigation into mobile on their website (rather than on browsers and cloud gaming. or via the app itself). This enables Publishers should also be careful the publisher to keep 100% of the to comply with consumer protection subscription fees and circumvent the rules when auto-renewing revenue share taken by app stores. subscriptions, particularly given 60