Loot boxes are gambling-like items in video games that can be bought for real money. In this study, the researchers looked at the extent to which popular iPhone games are compliant with loot box self-regulation rules in the United Kingdom (UK). The researchers assessed the extent to which the 100 highest-grossing iPhone games in the UK Apple App Store: prevented the purchase of loot boxes by people under 18 years of age unless parental consent was provided; disclosed the presence of loot boxes in the game; and provided disclosures of the probability of each reward in a loot box. Games were identified on January 18th and July 18th, 2024, and evaluated. Overall, games were largely non-compliant with the three self-regulation principles, with compliance rates ranging from 8.6% to 23.5% after July 18th, 2024. Many games remained non-compliant and were not delisted from the Apple App Store, suggesting that loot box self-regulation has not been effectively enforced. Policy makers can use the findings to improve regulations surrounding loot boxes and their enforcement.
