Consumer Council Tænk criticizes virtual currency practices in popular games in Denmark

Virtual currencies in popular games such as “Pokémon Go,” “Candy Crush,” and “Fortnite” are commonly used for in-game purchases but often obscure their true costs, according to Consumer Council Tænk. Uffe Rabe Krag, its political chief, emphasizes that players lose track of real-world prices when games provide costs only in fictional currencies instead of local currency like Danish kroner.

Game companies allegedly manipulate players through game design, virtual currencies, and purchasing mechanisms, compelling them to spend more than necessary. Tænk has reported 17 games to the Consumer Ombudsman for violating marketing laws. Krag describes the strategies employed by these games as “manipulative design,” particularly concerning as many of the games target children, including “Fortnite,” “Minecraft,” and “Roblox.”

Among the reported games are “Call of Duty: Mobile,” “Candy Crush,” “FIFA: Mobile,” and “Pokémon Go.” Seven of these reports were filed in collaboration with several European consumer organizations, highlighting concerns over the tactics used by game companies to drive spending.

One example noted is in “Pokémon Go,” where purchasing 100 Poké Balls costs 460 PokéCoins, but the game requires a minimum purchase of 550 PokéCoins. Players are thus incentivized to buy additional currency to use excess coins, leading to unnecessary spending. Krag points out that items like Poké Balls are vital for gameplay, pressuring players into additional purchases while obscuring their true costs.

Tænk stresses that the situation is alarming, particularly because many players are children, and urges authorities to intervene. The council calls for greater transparency in pricing to ensure that both children and their parents can clearly understand what they are paying for.