The American giant Meta (Facebook, Instagram) was paid by 172 mobile gaming companies to run advertisements for game extensions considered gambling by Belgium.
These often-paid surprise boxes, known as "loot boxes," randomly offer virtual items that help players progress in video games. The news was announced by Leon Y. Xiao, a member of the beClaws research group, on Monday.
A 2022 analysis by beClaws revealed that eight out of ten mobile games offered these “loot boxes” to their players, encouraging children and teenagers to participate in gambling activities.
Research shows a link between gambling in video games and problematic gambling behaviour later in life. Belgium has been a pioneer in regulating this practice.
Belgian law requires video game developers to obtain a licence to offer "loot boxes," yet the Gambling Commission rarely grants licences, effectively banning the mechanism.
A new follow-up investigation by beClaws indicates that 82% of mobile game developers offer “loot boxes” and pay social media companies like Meta to promote them.
An analysis of 1,574 advertisements shows these surprise boxes were viewed 4.5 million times by Belgians, including 1.26 million views by those under 21.
"Popular games like ‘Genshin Impact’ and ‘Brawl Stars,’ especially favoured by young children, are involved," noted Xiao. The most widely viewed advertisement was for the game 'Harry Potter: Puzzles & Spells', seen nearly 400,000 times.
The investigation also highlights that these advertisements are illegal. "This illegal advertising for illicit gambling games is a separate offence from offering illegal gambling games," concluded Xiao.
