EU weighs stricter rules for addictive gaming features
As EU lawmakers prepare the Digital Fairness Act, features such as loot boxes and ‘persuasive’ game design are drawing heightened scrutiny over risks to children, consumer rights, and digital well-being.
Video games have shifted from a niche pastime to one of Europe’s most profitable digital industries. With more than half of Europeans now playing games and the sector generating nearly €27 billion annually, policymakers are increasingly focused on how game design may shape behaviour, spending, and safety online. The European Commission has confirmed that its forthcoming Digital Fairness Act will tackle addictive design features, marking the most significant regulatory attention the sector has faced to date.
Lawmakers point to new evidence that digital interfaces can encourage compulsive use. The Commission’s latest fitness check identified that at least 31% of EU consumers are already affected by addictive design practices, prompting officials to assess whether gaming mechanics warrant additional safeguards. One feature drawing particular attention is the widespread use of “loot boxes”, a paid, chance-based reward system found in both free-to-play and premium games. For years, researchers and consumer groups have warned that these mechanics resemble gambling and heighten risks for younger players.
Members of the European Parliament argue that these concerns can no longer be ignored. Dóra Dávid of the European People’s Party says the prevalence of loot boxes and similar features demands EU-level rules to protect minors, noting that more than 80% of children aged 11 to 14 play games. Other lawmakers warn that exploitative reward loops can undermine self-control and expose young users to psychological and financial harms. Consumer organisations are calling for an outright ban on paid loot boxes and premium virtual currencies, citing evidence that these systems can manipulate players into sustained spending.
Concerns extend beyond spending patterns. Regulators are increasingly troubled by the environments in which children play and the content they encounter. Recent scrutiny of the online platform Roblox in the Netherlands, where very young users were reportedly exposed to sexual and violent material, illustrates broader anxieties about online gaming communities and safety-by-design shortcomings.
As the Digital Fairness Act moves closer to formal proposal in 2026, the Commission says it will examine whether certain design elements should be disabled by default or prohibited entirely in children’s games. Consumer Commissioner Michael McGrath has also indicated that gambling-like features, including loot boxes, merit particular scrutiny as part of the legislative process.
Industry groups are watching closely, concerned that sweeping rules could reshape monetisation models across the sector. Yet with digital play now deeply embedded in everyday life, the debate over how to balance innovation, consumer protection, and child safety is likely to intensify. The coming year will determine how far the EU is willing to go in setting boundaries for an industry built on keeping players engaged.
