MAY 6, 2012 ● According to Japan’s Yomiuri Shimbun newspaper, the Japan Consumer Affairs Agency found a virtual item model used social networking service (SNS) websites constitutes a violation of a law that banning onerous sales methods. Players of the online games can obtain a a rare virtual item after purchasing a certain number of other less rare items. The catch is users usually must purchase many items before the item they need is acquired. The agency began investigating the online game services after receiving complaints about extremely high charges imposed on players, and issued warnings to publishers such as DeNA, Gree and Mobage.
Impact: We’ve been waiting for some government regulator somewhere to get interested in the growing reliance on virtual item sales of chance objects. True, selling these items can generate added revenue, but there is simply too much potential for consumer self-abuse. Free-to-play studios should probably take this as an opportunity to review virtual item model for perceived excesses.
