Tag Archives: Hutch Games

ASA upholds loot box marketing rules in Hutch Games case

‘Step in the right direction’: EPIC praises Ukie’s loot box guidance

The Advertising Standards Authority (ASA) has upheld two complaints against Hutch Games, a mobile games developer, regarding the use of loot boxes in the company’s products.  Loot boxes – in-game bundles of assets that are purchased for cash, with the contents being unknown until the transaction is completed – are not illegal in UK gaming.  However, game developers are required …

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