The age rating organisation’s loot box presence warning label was POORLY applied.
PEGI in Europe and the ESRB in North America started applying the ‘In-Game Purchases (Includes Random Items)’ label to games with loot boxes from April 2020.
However, both PEGI and the ESRB FAILED to correctly label a number of games containing loot boxes (including top titles like Genshin Impact and Diablo Immortal) since then.
The warning label system is also implemented as part of the IARC (International Age Rating Coalition) that other regions, such as Australia, South Korea, and Germany, participate in.
However, 71.0% of popular games containing loot boxes on the Google Play Store did NOT display the label.
This registered report has since been published and should be cited as: Xiao, L.Y. (2023). Beneath the label: unsatisfactory compliance with ESRB, PEGI and IARC industry self-regulation requiring loot box presence warning labels by video game companies. Royal Society Open Science, 10(3), Article 230270. https://doi.org/10.1098/rsos.230270.
Policy Impact:
Rating mistakes admitted by PEGI and the ESRB have been fixed: e.g., Genshin Impact was quickly correctly re-labelled by the ESRB.
Through correspondence with PEGI, the ESRB, and the IARC, 79 (out of 84 reported) popular Android games containing loot boxes that I identified as non-compliant because they were not labelled have since been corrected and re-labelled.
Importantly, PEGI has taken enforcement action (https://pegi.info/page/complaints-and-enforcement-cases) against Diablo Immortal (Activision Blizzard) and Hunt: Showdown Bounty Hunter - Limited Edition (Plaion) for failing to duly report loot box presence and thusly obtaining a PEGI rating based on incorrect information.
Both companies were fined €5,000 each for breaching the PEGI Code of Conduct, and the errors were corrected through re-labelling.
Games known to have taken compliance action following my study (very selected examples):
Genshin Impact (miHoYo/HoYoverse);
Diablo Immortal (Activision Blizzard);
Hunt: Showdown Bounty Hunter - Limited Edition (Plaion);
Fire Emblem Heroes (Nintendo);
Assassin’s Creed Rebellion (Ubisoft);
EA SPORTS UFC Mobile 2 (Electronic Arts);
Arena of Valor (Tencent);
Disney Magic Kingdoms (Gameloft);
MARVEL Future Fight (Netmarble);
Magic Spellslingers (Wizards of the Coast);
Identity V (NetEase);
RuneScape (Jagex);
F1 Clash (Hutch);
Zynga Poker (Zynga); and
Board Kings (Playtika).
Media features:
Reported on by more than 60 venues (including major video game media) in over 12 different languages, as listed below:
Media Features
Dastoor, V. (2023, May 28). FIFA 23 Called Out For Selling Loot Boxes While Removing Ivan Toney Over Gambling. The Gamer. https://www.thegamer.com/fifa-23-selling-loot-boxes-removed-ivan-toney-over-gambling/.
Cagnard, M. (2023, May 28). Activision-Blizzard se prend une amende, Nintendo attaqué en justice : les news business de la semaine [Activision-Blizzard gets fined, Nintendo sued: business news of the week]. Jeux vidéo. https://www.jeuxvideo.com/news/1753609/activision-blizzard-se-prend-une-amende-nintendo-attaque-en-justice-les-news-business-de-la-semaine.htm.
Brückle, M. (2023, May 27). Diablo Immortal: Bei diesem Lootbox-Urteil lacht sich Blizzard wohl kaputt [Diablo Immortal: Blizzard laughs at this loot box verdict]. Buffed.de. https://buffed.de/Diablo-Immortal-Spiel-62024/News/Urteil-Lootbox-1420651/.
Marasigan, M. (2023, May 27). ACTIVISION BLIZZARD FINED BY PEGI OVER NON-DISCLOSURE OF LOOTBOXES IN DIABLO IMMORTAL. MMOS.com. https://mmos.com/news/diablo-immortal-activision-blizzard-pegi-fine.
Royce, B. (2023, May 26). MMO Business Roundup: SEGA’s layoffs, Diablo Immortal’s fines, and MY.GAMES’ Middle East ambitions. Massively Overpowered. https://massivelyop.com/2023/05/26/mmo-business-roundup-segas-layoffs-diablo-immortals-fines-and-my-games-middle-east-ambitions/.
Sinclair, B. (2023, May 26). Loot box disclosure fines are a joke | This Week in Business. GamesIndustry.biz. https://www.gamesindustry.biz/loot-box-disclosure-fines-are-a-joke-this-week-in-business.
Jimquisition. (2023, May 25). Podquisition 439: Sudden Discord. Jimquisition. https://soundcloud.com/jimquisition/podquisition-439-sudden-discord, 00:56:30–01:03:35.
Shvets, A. (2023, May 25). Activision Blizzard и Plaion заплатили штраф за неверное описание лутбоксов [Activision Blizzard and Plaion Pay Penalty for Incorrect Description of Loot Boxes]. VK Play. https://media.vkplay.ru/news/2023-05-25/activision-blizzard-zaplatila-shtraf-za-nalichie-lutboksov-v-diablo-immortal/.
Rosa, V. (2023, May 25). Activision Blizzard é multada na europa, mas valor ridiculamente baixo vira motivo de piada [Activision Blizzard is fined in Europe, but ridiculously low value becomes a joke]. IGN Brazil. https://br.ign.com/diablo-immortal/109289/news/activision-blizzard-e-multada-na-europa-mas-valor-ridiculamente-baixo-vira-motivo-de-piada.
Guru. (2023, May 25). Diablo Immortal ukarane za lootboxy. Blizzard musi zapłacić “potężną” karę [Diablo Immortal punished for lootboxes. Blizzard has to pay a "heavy" fine]. MMORPG.org.pl. https://mmorpg.org.pl/news/zobacz/diablo-immortal-ukarane-za-lootboxy-blizzard-musi-zaplacic-%E2%80%9Cpotezna%E2%80%9D-kare.
Bravo, Y. (2023, May 25). MULTA IRRISÓRIA? PEGI APLICA PENALIDADE DE 5 MIL EUROS À ACTION BLIZZARD E PLAION POR OMITIR INFORMAÇÕES SOBRE DIABLO IMMORTAL [DERISORY FINE? PEGI IMPOSES €5,000 PENALTY ON ACTION BLIZZARD AND PLAION FOR OMITTING INFORMATION ABOUT DIABLO IMMORTAL]. MMORPGBR. https://mmorpgbr.com.br/multa-irrisoria-pegi-aplica-penalidade-de-5-mil-euros-a-action-blizzard-e-plaion-por-omitir-informacoes-sobre-diablo-immortal/.
Groth-Andersen, M. (2023, May 25). Activision Blizzard og Plaion får bøder af PEGI for at holde loot boxes hemmeligt [Activision Blizzard and Plaion fined by PEGI for keeping loot boxes secret]. Gamereactor Danmark. https://www.gamereactor.dk/activision-blizzard-og-plaion-far-boder-af-pegi-for-at-holde-loot-boxes-hemmeligt-1190093/.
Zangrandi, A. (2023, May 25). Il PEGI ha multato Activision Blizzard e Plaion per non aver comunicato la presenza di loot box in Diablo Immortal e Hunt: Showdown [PEGI fined Activision Blizzard and Plaion for not communicating the presence of loot boxes in Diablo Immortal and Hunt: Showdown]. GamingTalker. https://www.gamingtalker.it/notizie/115091/pegi-multa-activision-blizzard-plaion-loot-box/.
Nouws, G. (2023, May 25). Activision Blizzard krijgt boete voor loot boxes in Diablo Immortal [Activision Blizzard fined for loot boxes in Diablo Immortal]. Eurogamer Benelux. https://www.eurogamer.nl/activision-blizzard-krijgt-boete-voor-loot-boxes-in-diablo-immortal.
Mäki, J. (2023, May 25). Activision Blizzard och Plaion bötfälls av PEGI för att ha hållit loot-lådor hemliga [Activision Blizzard and Plaion fined by PEGI for keeping loot boxes secret]. Gamereactor Sverige. https://www.gamereactor.se/activision-blizzard-och-plaion-botfalls-av-pegi-for-att-ha-hallit-lootlador-hemliga-1186393/.
Grothaus, B. (2023, May 25). Blizzard verschweigt Lootboxen in Diablo Immortal, muss jetzt 5.000 € zahlen – Spieler spotten: „Das ist keine Strafe“ [Blizzard conceals loot boxes in Diablo Immortal, now has to pay €5,000 – players scoff: “This is not a penalty”]. Mein-MMO.de. https://mein-mmo.de/diablo-immortal-5000-euro-pegi/.
爆裂真菌 [Explosive-Fungus]. (2023, May 24). 《暗黑：不朽》未提交战利品箱信息 被欧洲评级组织罚款 [Diablo: Immortal fined by European ratings organization for failing to submit information on loot boxes]. 3DMGAME. https://www.3dmgame.com/news/202305/3869823.html.
动次哒次KDS [Dong Ci Da Ci KDS]. (2023, May 24). 仅5000欧？暴雪因《暗黑不朽》战利品盒被罚金额出炉 [Only 5000 euros? Blizzard fined for Dark Immortal loot boxes]. 游民星空 [GamerSky]. https://www.gamersky.com/news/202305/1600431.shtml.
焦生肉 [Charred Meat]. (2023, May 24). 『ディアブロ イモータル』『Hunt:Showdown』ルートボックスの存在を隠したとして規制に引っかかる―アクティとPLAIONに罰金命令 ["Diablo Immortal" "Hunt: Showdown" Caught in regulation for hiding the existence of loot boxes-Acty and PLAION fined]. Game*Spark. https://www.gamespark.jp/article/2023/05/24/130218.html.
Сонин, В. [Sonin, V.]. (2023, May 24). Activision Blizzard оштрафовали на 5 тысяч евро за лутбоксы в Diablo Immortal [Activision Blizzard fined €5,000 for loot boxes in Diablo Immortal]. Игромания [Igromania]. https://www.igromania.ru/news/126665/Activision_Blizzard_oshtrafovali_na_5_tysyach_evro_za_lutboksy_v_Diablo_Immortal.html.
Game4V. (2023, May 24). Activision Blizzard bị phạt vì không công khai xác xuất trong ‘loot box’ [Activision Blizzard fined for not publishing the probability in the 'loot box']. Game4V. https://game4v.com/activision-blizzard-bi-phat-vi-khong-cong-khai-xac-xuat-trong-loot-box-959828.g4v.
Dolce, D. (2023, May 24). Loot box: il PEGI multa Activision Blizzard e Plaion [Loot box: PEGI fines Activision Blizzard and Plaion]. The Games Machine. https://www.thegamesmachine.it/news-videogiochi-pc-ps4-xbox-wii-u-app/256436/loot-box-il-pegi-multa-activision-blizzard-e-plaion/.
Żelazny, P. (2023, May 24). DIABLO IMMORTAL: ACTIVISION BLIZZARD Z ŻAŁOŚNIE NISKĄ KARĄ ZA LOOTBOKSY [DIABLO IMMORTAL: ACTIVISION BLIZZARD WITH A WORTHLY LOW LOOTBOX PENALTY]. CD-Action. https://www.cdaction.pl/newsy/diablo-immortal-activision-blizzard-z-zalosnie-niska-kara-za-lootboksy.
Czubak, M. (2023, May 24). Activision Blizzard ukarane za lootboxy. Wysokość grzywny powoduje tylko śmiech [Activision Blizzard fined for lootboxes. The amount of the fine only causes laughter]. naEKRANIE.pl. https://naekranie.pl/aktualnosci/activision-blizzard-lootboxy-kara-diablo-immortal-pegi-1684931540.
Присяжний, А. [Prysiazhnyi, A.]. (2023, May 24). Activision Blizzard оштрафували за лутбокси в Diablo [Activision Blizzard fined for loot boxes in Diablo]. PlayUA. https://playua.net/activision-blizzard-oshtrafuvaly-za-lutboksy-v-diablo/.
Kusumo Aji Suryo. (2023, May 24). Diablo Immortal Didenda Karena Tak Bagikan Persenan Loot Drop [Diablo Immortal Is Fined For Not Sharing Loot Drop Percent]. Gamenosida. https://gamenosida.com/gaming/diablo-immortal-didenda-karena-tak-bagikan-persenan-loot-drop/.
P.W. (2023, May 24). Blizzard nhận án phạt từ châu Âu vì lootbox trong Diablo Immortal, tiền phạt chỉ là 5 nghìn EUR [Blizzard received a fine from Europe for lootboxing in Diablo Immortal, the fine is only 5 thousand EUR]. Tinh Te. https://tinhte.vn/thread/blizzard-nhan-an-phat-tu-chau-au-vi-lootbox-trong-diablo-immortal-tien-phat-chi-la-5-nghin-eur.3672991/.
Toimitus, M. (2023, May 24). Activision Blizzardia sakotettiin Diablon ilmoittamattomista loottibokseista – tosin täysin naurettavalla summalla [Activision Blizzard was fined for Diablo's undeclared loot boxes - albeit a completely ridiculous amount]. Muropaketti. https://muropaketti.com/pelit/peliuutiset/activision-blizzardia-sakotettiin-ilmoittamattomista-loottibokseista-tosin-taysin-naurettavalla-summalla/.
Amaury, M. (2023, May 24). Loot boxes : Activision Blizzard et PLAION condamnées à une somme dérisoire par le PEGI [Loot boxes: Activision Blizzard and PLAION sentenced to a derisory sum by the PEGI]. GAMERGEN. https://gamergen.com/actualites/loot-boxes-activision-blizzard-et-plaion-condamnees-sommes-derisoires-pegi-332183-1.
Erard, G. (2023, May 24). Por las loot boxes de ‘Diablo Immortal’, Activision Blizzard pagará una multa ridícula en Europa [For 'Diablo Immortal' loot boxes, Activision Blizzard will pay a ridiculous fine in Europe]. Hipertextual. https://hipertextual.com/2023/05/activision-blizzard-multa-loot-boxes-diablo-immortal.
Laguna, D. (2023, May 24). Multan a Blizzard por Diablo Immortal y sus infames microtransacciones [Blizzard fined for Diablo Immortal and its infamous microtransactions]. LevelUp.com. https://www.levelup.com/noticias/739151/Multan-a-Blizzard-por-Diablo-Immortal-y-sus-infames-microtransacciones.
Sledziewski, H. (2023, May 24). Blizzard Fined for Lootboxes in Diablo, but the Amount is Absurd. Gamepressure. https://www.gamepressure.com/newsroom/diablo-immortal-blizzard-fined-for-lootboxes-in-diablo/z156d2.
Kime, J. (2023, May 24). Diablo Immortal fined ridiculous sum over loot box scandal. GGRecon. https://www.ggrecon.com/articles/diablo-immortal-fined-ridiculous-sum-over-loot-box-scandal/.
Jaisrani, A. (2023, May 24). Activision Blizzard Gets Fined Less Than 0.01% Revenue. Tech4Gamers. https://tech4gamers.com/activision-blizzard-fine-pegi/.
Aylesbury, J. (2023, May 24). Activision Blizzard Has Been Fined A Pathetic $5k For Diablo Immortal Lootboxes. eTeknix. https://www.eteknix.com/activision-blizzard-has-been-fined-a-pathetic-5k-for-diablo-immortal-lootboxes/.
Craig, D. (2023, May 24). Activision Blizzard fined by PEGI over Diablo Immortal loot boxes. Hitmarker. https://hitmarker.net/news/activision-blizzard-fined-by-pegi-over-diablo-immortal-loot-boxes-2105059.
Telles, B. (2023, May 24). Blizzard Fined Over Diablo Immortal. Game Rant. https://gamerant.com/blizzard-fine-diablo-immortal-loot-boxes/.
Uther. (2023, May 24). Diablo Immortal et Hunt: Showdown mis à l'amende par le système PEGI [Diablo Immortal and Hunt: Showdown fined by PEGI system]. JeuxOnLine. https://www.jeuxonline.info/actualite/62878/diablo-immortal-hunt-showdown-mis-amende-systeme-pegi.
Musters, M. (2023, May 24). Blizzard moet miezerige boete betalen voor lootboxes in Diablo Immortal [Blizzard has to pay a measly fine for loot boxes in Diablo Immortal]. Power Unlimited. https://pu.nl/artikelen/nieuws/blizzard-moet-miezerige-boete-betalen-voor-lootboxes-in-diablo-immortal/.
Musters, M. (2023, May 24). Blizzard ontvangt boete voor Diablo Immortal-lootboxes [Blizzard fined for Diablo Immortal loot boxes]. Gamer.nl. https://gamer.nl/nieuws/overig/pc/blizzard-ontvangt-boete-voor-diablo-immortal-lootboxes/.
Klosiński, D. (2023, May 24). Activision Blizzard musi zapłacić karę za lootboxy, ale to „grosze” [Activision Blizzard has to pay a penalty for lootboxes, but it's "pennies"]. Eurogamer.pl. https://www.eurogamer.pl/activision-blizzard-musi-zaplacic-kare-za-lootboxy-ale-to-grosze.
D'Onofrio, M. (2023, May 24). Activision Blizzard Fined A Measly €5,000 For Not Disclosing Loot Boxes In Diablo Immortal. MMOBomb. https://www.mmobomb.com/news/activision-blizzard-fined-measly-5-000-hiding-loot-boxes-diablo-immortal.
Wolens, J. (2023, May 24). Activision Blizzard fined 0.00007% of one year's earnings for not disclosing loot boxes to Europe's game ratings board. PC Gamer. https://www.pcgamer.com/activision-blizzard-fined-000007-of-one-years-earnings-for-not-disclosing-loot-boxes-to-europes-game-ratings-board/.
Williams, L.J. (2023, May 24). Activision Blizzard and Plaion fined for not disclosing loot boxes. GamesHub. https://www.gameshub.com/news/news/activision-blizzard-fined-diablo-immortal-loot-boxes-2617295/.
JAY. (2023, May 24). PEGI geeft boete van slechts 5000 euro voor Diablo Immortal lootboxen [PEGI fines only 5,000 euros for Diablo Immortal loot boxes]. 4Gamers. https://www.4gamers.be/nieuws/81895/1/pegi-geeft-boete-van-slechts-5000-euro-voor-diablo-immortal-lootboxen.
Tognon, D. (2023, May 24). Mario Kart Tour e Diablo Immortal contestati per le loot box [Mario Kart Tour and Diablo Immortal contested for loot boxes]. Gamesurf.it. https://www.gamesurf.it/news/mario-kart-tour-e-diablo-immortal-contestati-per-le-loot-box.
Attila, B. (2023, May 23). Diablo Immortal: Több ezer euróra büntették a játék kiadóját a fizetős tartalmak miatt [Diablo Immortal: The publisher of the game was fined several thousand euros for paid content]. IGN Hungary. https://hu.ign.com/diablo-immortal/86637/news/diablo-immortal-tobb-ezer-eurora-buntettek-a-jatek-kiadojat-a-fizetos-tartalmak-miatt.
Bastarrica, D. (2023, May 23). Activision Blizzard multada por culpa de Diablo Immortal [Activision Blizzard fined for Diablo Immortal]. Digital Trends en Español. https://es.digitaltrends.com/videojuego/activision-blizzard-microtransacciones-diablo-inmortal/.
Bassani, T. (2023, May 23). Blizzard é multada em 5 mil euros por loot boxes em Diablo Immortal [Blizzard fined €5,000 for loot boxes in Diablo Immortal]. FlowGames.gg. https://flowgames.gg/blizzard-toma-multa-de-5-mil-euros-por-lootboxes/.
Reyna, J. (2023, May 23). Multan a Activision Blizzard por incluir microtransacciones no justificadas [Activision Blizzard fined for including unjustified microtransactions]. GamersRD.com. https://gamersrd.com/multan-a-activision-blizzard-por-incluir-microtransacciones-no-justificadas/.
Mylisp. (2023, May 23). PEGI оштрафовала Activision Blizzard на €5.000 за сокрытие факта наличия лутбоксов в Diablo Immortal [PEGI fines Activision Blizzard €5,000 for hiding loot boxes in Diablo Immortal]. Noob Club. https://www.noob-club.ru/index.php?topic=84785.0.
Миронова, Е. [Mironova, E.]. (2023, May 23). Activision Blizzard получила штраф от PEGI из-за лутбоксов в Diablo Immortal [Activision Blizzard fined by PEGI for loot boxes in Diablo Immortal Mironova Elizabeth]. Metaratings Cybersport. https://cybersport.metaratings.ru/news/activision-blizzard-poluchila-shtraf-ot-pegi-iz-za-lutboksov-v-diablo-immortal-253420/.
Любавин, И. [Lyubavin, I.]. (2023, May 23). Blizzard оштрафовали на € 5000 за сокрытие механики лутбоксов в Diablo Immortal [Blizzard fined €5,000 for hiding loot box mechanics in Diablo Immortal]. Чемпионат [Championat]. https://www.championat.com/cybersport/news-5113191-blizzard-oshtrafovali-na-eur-5000-za-sokrytie-mehaniki-lutboksov-v-diablo-immortal.html.
Granger. (2023, May 23). Activision Blizzard оштрафовали за то, что компания скрывала наличие лутбоксов в Diablo Immortal [Activision Blizzard fined for hiding loot boxes in Diablo Immortal]. DTF. https://dtf.ru/gameindustry/1841253-activision-blizzard-oshtrafovali-za-to-chto-kompaniya-skryvala-nalichie-lutboksov-v-diablo-immortal.
Γρυπάρης, Μ. [Gryparis, M.]. (2023, May 23). Diablo Immortal: Μόλις 5.000 ευρώ πρόστιμο δέχθηκε η Blizzard για τα loot boxes [Diablo Immortal: Blizzard was fined just 5,000 euros for loot boxes]. GameWorld.gr. https://www.gameworld.gr/news/rpg/52050-diablo-immortal-loot-boxes-fined.
Πετρόπουλος, Π. [Petropoulos, P.]. (2023, May 23). Πολύ φτηνά τη γλίτωσε η Activision Blizzard για τα loot boxes του Diablo Immortal [Activision Blizzard saved it very cheaply for Diablo Immortal's loot boxes]. Enternity.gr. http://www.enternity.gr/Article/Games/News/poly-ftina-ti-glitose-i-activision-blizzard-gia-ta-loot-boxes-tou-diablo-immortal/81208.html.
Mira, A. (2023, May 23). Multan a Activision Blizzard por las loot boxes de Diablo Immortal, pero la cantidad a pagar es ridícula [Activision Blizzard fined for Diablo Immortal loot boxes, but the amount to pay is ridiculous]. 3DJuegos. https://www.3djuegos.com/juegos/diablo-immortal/noticias/multan-a-activision-blizzard-loot-boxes-diablo-immortal-cantidad-a-pagar-ridicula.
Śledziewski, H. (2023, May 23). Blizzard dostał po uszach za lootboxy w Diablo, ale kara jest śmiesznie niska [Blizzard got hit for lootboxes in Diablo, but the penalty is ridiculously low]. GRYonline.pl. https://www.gry-online.pl/newsroom/diablo-immortal-blizzard-zostal-ukarany-za-lootboxy-smiesznie-nis/zb2521a.
Franzese, T. (2023, May 23). Activision Blizzard fined over Diablo Immortal’s microtransactions. Digital Trends. https://www.digitaltrends.com/gaming/diablo-immortal-microtransactions-pegi-fine/.
French, R. (2023, May 23). Blizzard Fined Over Diablo Immortal Loot Boxes. ComicBook.com. https://comicbook.com/gaming/news/blizzard-fined-diablo-immortal-loot-boxes-mobile-pc/.
Murray, S. (2023, May 23). Activision Blizzard Fined For Not Disclosing Diablo: Immortal Loot Boxes To PEGI. The Gamer. https://www.thegamer.com/activision-blizzard-fined-diablo-immortal-loot-boxes-pegi/.
Carter, J. (2023, May 23). Activision Blizzard fined a staggering €5000 for Diablo Immortal loot boxes. Game Developer. https://www.gamedeveloper.com/business/activision-blizzard-fined-by-pegi-for-diablo-immortal-loot-boxes.
Kennedy, V. (2023, May 23). Activision Blizzard fined just €5k over Diablo Immortal loot boxes. Eurogamer. https://www.eurogamer.net/activision-blizzard-fined-just-5k-over-diablo-immortal-loot-boxes.
Sinclair, B. (2023, May 23). Activision Blizzard, Plaion fined for not disclosing loot boxes. GamesIndustry.biz. https://www.gamesindustry.biz/activision-blizzard-plaion-fined-for-not-disclosing-loot-boxes.