Research Reveals Inconsistent Application of Loot Box Labels

A new study by Leon Xiao has uncovered inconsistencies in the application of warning labels for randomized loot boxes by rating boards. Xiao's research examined whether the ESRB and PEGI rating systems consistently apply the 'In-game purchases (includes random items)' labels. The study found that out of 66 games that should have carried the label in both systems, only 26 games (39.4%) had the label in both, while 40 games (60.6%) had the label in one system but not the other. PEGI was more active in applying the label, warning consumers about 35 games with loot boxes that the ESRB did not. The ESRB, on the other hand, only warned about 5 games that PEGI did not. Xiao cited Genshin Impact as an example of a high-profile game that relies on loot boxes but does not carry a randomized purchase label from the ESRB. He suggested that the ESRB, PEGI, and USK collaborate to apply loot box labels consistently, particularly for older games that PEGI has retroactively labeled. Xiao also recommended developing a centralized resource to communicate labeling decisions across rating systems, ensuring consistency and accuracy in the labeling process.