Revenue Monetising games the UK’s recent crackdown on harm to the publisher, nor for any ‘subscription traps’ with incoming criminal liability it might face in requirements around users being extreme cases). For more information provided with adequate notice see our Advertising section. and the chance to opt-out prior The Advertising Standards Authority to renewal. For more information, (ASA) has published guidance on see our Subscriptions section. in-game purchases, which covers Advertising types of in-game storefronts, platforms for purchasing games, and The legal issues are similar to broader advertising for the games those in respect of ad networks themselves. For more information used on websites. It is advisable see our In-game purchases section. for app-based game developers to check their agreements with Sponsorship the ad networks to ensure that It is important to have an agreement advertisements appropriate for in place between the publisher the app and the target audience and the sponsor. This agreement are served within it. should make it clear who owns the The ad network should be under an intellectual property in the game obligation to vet the advertisements and to what extent each party can and not display them within the app market/advertise it (and develop from websites that, for example, sell sequels). The publisher and sponsor counterfeit goods or illegal services. also need to set out their respective The app developer will often seek payment obligations clearly – the indemnities in case of third party sponsor might pay a one-off fixed claims (although no legal contract fee or otherwise pay the publisher will be able to compensate a revenue share generated from adequately for serious reputational sales through the game. 61