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New guidance on how advertisers can responsibly market in-game purchases has been published by the Committee of Advertising Practice. CAP’s latest guidance aims to bolster consumer protections and raise awareness of how misleading in-game purchases can be.
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Loot boxes are just one of the issues being debated by government ministers as part of their gambling legislation review. ©EVG Culture/Pexels
Raising Advertising Standards
New guidance published by CAP seeks to clarify to advertisers how they can safely and responsibly market games containing in-game purchases. The Advertising Standards Agency, also known as the ASA, wants to crack down on misleading ads and raise standards when it comes to gaming ads.
Announcing the changes, the ASA set out the difference that the new guidance would mean for advertisers and consumers. The guidance is focused on in-game virtual currencies, the cost of in-game purchases, engagement mechanics and how games that contain purchases are advertised.
It says that the new rules will make it easier for consumers to understand how much they are spending on in-game transactions. It also wants to ensure that it is clear for consumers before they purchase a game whether it contains in-game purchases. That includes clarifying whether or not games contain loot boxes.
Another change that the ASA wants advertisers to take note of is that they must make it clear when in-game content is reliant on making extra purchases. Explaining the guidance, the ASA states that it relates mostly to in-game advertising and the online or in-game “storefronts” at which digital items can be purchased.
The rules will apply to virtual currencies that can be bought using real money. Developers will have to disclose the value in real money terms of items that can be bought in-game using virtual currency. However, games that offer virtual currencies only as player rewards will be excluded from the CAP rules.
Government Concerns
Some aspects of the guidance apply to adverts for in-game purchases that are external to the game, such as emails marketing new items for sale. Adverts for games that include in-gaming purchasing, for example a TV ad for game, are also included in the refreshed guidelines.
The ASA has said that it will continue to monitor the use of mechanics that it describes as predatory, such as countdown offers, bundles and time-limited offers. Advertisers will also have to be more careful about their use of language when promoting purchases, as they can no longer use complex offers or imply that purchases will lead to success.
The ASA has noted that some advertisers will need time to adjust to the changes. For six months, it says that it will be willing to deal with complaints informally where changes to in-game content are necessary. Other kinds of ad covered by the guidance will be given a similar grace period. The ASA says that after this period, it will return to its usual procedures when it comes to deciding which cases to take on formally.
The new CAP guidance comes as part of a consultation led by the ASA last year. The consultation was launched in response to concerns raised by the government’s DCMS select committee over how loot boxes had been targeted based on age, and how prizes were valued. The select committee also questioned whether in-game ads could come under the remit of the CAP code.
The new CAP advertising rules will apply to popular online games such as GTA Online, which offers its own virtual currency through Shark Cards. The online game also launched one of its most controversial features to date in 2019, when it unveiled the Diamond Casino & Resort.
Players can enjoy a whole host of classic casino games there, including roulette, three card poker and slot machines. Players can opt for either Standard or VIP Membership to the casino, in which they can earn chips for playing games. The chips can then be spent on prestige items at the Casino Store.
Loot Boxes are Changing
Many other games also utilize similar kinds of virtual currency, as well as loot boxes. Loot boxes have become one of the most contentious issues in monetized gaming, as players cannot see what they are buying until after they have made a purchase. This has been compared to gambling, and studies have proven links between loot boxes and problem gambling.
Pressure is mounting on law-makers to take action on loot boxes, either by age-gating them to over-18s or legislating against them altogether. Some developers have already taken it upon themselves to move away from including loot boxes in their games, while others have adapted how they are used.
EA’s upcoming FIFA 22 Ultimate Team will retain its loot box feature, but it has been revealed that preview packs will be included. However, EA has maintained that its loot boxes have never constituted as gambling.
The ASA says that it has consulted the Gambling Commission on whether loot boxes and similar reward mechanics should be categorized as a type of gambling. The regulator responded that it was not able to make a determination on the matter, although it is possible that it will bring in rules on loot boxes in the future.
The government is currently in the midst of a review of its gambling legislation, which it commenced last December. It is expected to publish a white paper soon, although that may be delayed by the prime minister’s recent cabinet reshuffle. Loot boxes and other issues such as football shirt sponsors and VIP schemes have been up for debate and could be subject to changes to the law.
New casino sites are launched very often and the number of casinos on the web keeps increasing, and players are being spammed with suggestions to try new venues more often than never. New websites being launched on a regular basis means that the industry is alive and thriving, offering new gaming environments – possibly innovative software and gaming services to match. Let’s explore the concept of a ‘new casino’ and some of the questions it may induce.
Why Consider a New Casino?
A fair portion of online gamers is usually reluctant towards trying out a new gaming venue. These bettors already have their favourite casino brands bookmarked and find it hard to put their trust in a casino operation without a proven track record. So, what are the upsides of joining a new casino?
Well, for one, new casinos are likely to offer the most up-to-date games and software packages. If you were a casino operator, you wouldn’t go with an out-dated gaming library for your brand new website, right? You’d want to bring forward the best new games on the market and attract customers with the titles that are either trending or among all-time favourites. Players who keep up with the trends and are interested in the innovations introduced into the modern-day casino sites normally tend to check out new casinos for the sake of diversity.
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New Online Casinos
The online gaming industry is ever-growing and ever-evolving. Not only that new casino games are launched on a daily basis but new online casinos also emerge every day offering players multiple options to choose from. Sometimes, a player can be overwhelmed by all the possible options, so it is important to know what to look for when choosing an online casino. If you identify with this person, you have come to the right place. In this guide, we will cover all you need to know about new online casinos and why you should join them.
New Online Casinos Key Features
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The days of downloading casino software and installing it on your computer are gone. Although there are still some online casinos available in downloadable versions, the key feature that sets modern online casinos apart is the instant-play mode. New online casinos can be accessed from any device, desktop or mobile, by providing your username and password. They run on a reliable multiplatform powered by a range of reputable software developers. The more the merrier, so new online casinos are able to offer hundreds of casino games provided by some of the biggest names in the industry and up and coming gaming companies as well. They are home to a full range of casino games, from exciting slot machines to live dealer tables granting a realistic gaming experience. And don’t forget about the games offering huge progressive jackpots!
Another feature that makes newly established gaming venues stand out from the crowd are bigger bonuses and more attractive promotions. We’ve got used to being offered hard to resist bonuses, but recently launched casinos tend to make their offers even more attractive. By doing so, they want to beat the competition and attract more players. In order to retain them, they go for regular promotions that can come in different forms such as free spins, cashbacks or reload bonuses. Another type of bonus new online casinos typically have on offer are those that require no deposit. They may be free spins or free cash and they are highly popular with players. It is due to the fact that they allow them to explore the casino without risking their hard-earned money.
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When it comes to banking, new online casinos typically support a wide range of convenient payment options enabling players to fund their accounts and withdraw their winnings in a safe way and without additional costs. Aside from conventional methods such as credit or debit cards and e-wallets, a new online casino will also support pay by mobile solutions or instant banking methods. What’s more, at a modern gaming establishment, you will be able to choose not only from different fiat currencies but also from digital ones like Bitcoin or Ethereum.
Finally, new online casinos run smoothly on handheld devices as long as you have a stable internet connection. Thanks to the HTML5 technology, more and more casino games are optimized for mobile play, so you can choose from a plethora of them and enjoy them on the go wherever you are.
How to Choose a New Online Casino
When choosing an online casino, you should check out its reputation first. This can be tricky with newly established ones. They have just been launched, so you cannot find many honest reviews of them. That’s why it is important to conduct research yourself. Check out if it is licensed and regulated by a trustworthy gaming body first. You can do it without difficulty by scrolling down the website and looking for a badge in its footer. Some of the respected gaming authorities are the UK Gambling Commission, Malta Gaming Authority or the Government of Curacao.
A list of software providers is also an indicator that can come in handy. A well-established software developer must hold a licence issued by a gaming body, so if you see that a new online casino offers games by Microgaming, NetEnt, Quickspin or Play’n Go, to name a few, you can rest assured that it is a gambling destination worth your time and money.
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Before you commit to a gaming establishment, read its terms and conditions first. In this section of the casino you can find all about wagering requirements and withdrawals. Wagering requirements indicate how many times you have to wager the bonus money you have received and should be set at 40x the bonus or less. As for withdrawals, you don’t want to join a casino that will limit your cashouts in case you win a progressive jackpot. You never can tell!
Why Should You Join a New Online Casino
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First and foremost, new online casinos offer a plethora of casino games you can enjoy from the comfort of your home on the go. They work seamlessly regardless of the device you use. You can make use of generous bonuses and promotions to have more fun and increase your winning chances. In addition, a new online casino will provide you with a safe and fair gaming experience and 24/7 customer support so that you can focus on the gameplay without any worries.