Limiting the loot box: overview and difficulties of a common EU response

: 2019 has seen loot boxes remain a prime target of concern for regulators, legislators and industry bodies alike, yet despite the work carried out in the Gambling Regulators European Forum in this regard, there have been no substantial efforts to develop a common EU response to date. This article aims to argue that such inaction at a European level is unsatisfactory from both the perspective of the European consumer and games companies alike, while highlighting that any broad regulatory attempts to limit loot boxes to date should be viewed with scepticism. Having examined the three main approaches that could form the basis of a common EU response (gambling law, self-regulation and consumer law) that could deal with some of the issues that national fragmentation in the field have presented to date, it is submitted that a hybrid system, which draws together principles from these three main approaches, can strike the right level of balance between protecting innovative monetization systems for developers, whilst safeguarding consumers from practices deemed to be ‘ predatory ’ .