The proposed EU Kids Act could significantly affect how games use engagement mechanics for child players.
The European Commission’s proposal includes specific rules for privacy and safety settings, contacts between minors and other users, and tools for guardians.
The proposal says that providers must ensure that compulsive or excessive use is not encouraged. It also says games should not expose minors to features or rewards that undermine their decision to stop playing, or encourage them to play more frequently. This includes penalties or loss of benefits for failing to play within a certain amount of time.
Wiggin senior associate Isabel Davies told PocketGamer.biz that the proposal could significantly affect the mechanics games companies frequently use.
“The EU Kids Act is broad in its scope when it comes to games – as proposed, the Act will prohibit nearly all games (including mobile games) from using many well-known engagement techniques when it comes to child players. As drafted, daily log-ins, activity streaks and other time-based mechanisms are under threat.
“Games companies will need to start considering whether they want to continue employing these kinds of techniques for their adult EU users (in which case, proper age assurance will be needed) or whether they want to remove them for all EU players. Either way – this will massively impact many games’ core gameplay loop.”
The wording of the proposal could impact a number of familiar engagement mechanics. Daily login rewards, activity streaks and other features that games use to encourage players to return or maintain regular play could fall within the areas the Commission is looking to address.
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