The ESRB now has a new rating label for games that feature loot boxes
Upcoming games will soon feature a label on the back of their boxes, thanks to a new measure that the ESRB has introduced. It's an "interactive element", or put simply, a note under the familiar E, E10+, T, and M label ratings that show whether or not a game has loot boxes that can be purchased with real-world money. This umbrella term of "in-game purchases (includes random items)" covers games with loot boxes that have randomized content drops, gacha games, video games that offer randomized card packs, and other similar elements. This is the second time the ESRB has added a label to game boxes to help better inform consumers, with the first instance being in 2018 where the original "in-game purchases" warning was added, for games that have any extras such as DLC for purchase.
Why Not Say “Loot Boxes”?
“Loot box” is a term that doesn’t encompass all types of randomized in-game purchase mechanics. We want to ensure that the new label covers all transactions with randomized elements. In-Game Purchases (Includes Random Items) accounts for loot boxes and all similar mechanics that offer random items in exchange for real-world currency or in-game currency that can be purchased with real money.
Moreover, we want to avoid confusing consumers who may not be familiar with what a loot box is. Recent research shows that less than a third of parents have both heard of a loot box and know what it is. “Loot box” is a widely understood phrase in and around the video game industry and among dedicated gamers, but most people less familiar with games do not understand it. While this new label is primarily in response to feedback from game enthusiasts, it is still essential that all consumers, especially parents, have a clear understanding of the rating information we provide.
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