Navigating Trust and Brand Safety in Gaming

Posted by Victor Z Glenn • Dec 8, 2023 9:00:00 AM

As the gaming revolution presses on, an unforeseen legal battleground has materialized, raising pressing questions about the industry's compass with respect to underage permissions and ecommerce.

A group of parents, claiming significant financial losses due to their children's activities on Roblox, has taken legal action against the metaverse gaming giant. The accusations include intentional misrepresentation and violations of consumer protection laws, emphasizing the need for transparency and processes/standards for engaging kids in the lucrative gaming industry.Roblox, in response, asserts its commitment to fighting the lawsuit, claiming that their team monitors and puts a stop to any inappropriate conduct as soon as it is detected.

This legal confrontation highlights the evolving complexities of gaming, emphasizing the need for platforms to balance immersive experiences with responsible practices.

To add even more complexity, a lawsuit emerges in Arkansas as a mother takes on the industry, alleging that popular games like Fortnite, Minecraft, and Roblox are intentionally designed to be addictive.

Beyond legal battles calling into question the trust between consumers, developers, and advertisers, the shift to digital content poses its own set of challenges. Sony's recent move to remove purchased Discovery channel content from users' libraries highlights a fundamental concern: It might mean you don’t have to get up to change discs anymore, when you want to play something different, but buying games and other content digitally has some serious drawbacks, most obviously the fact that you never own the games you buy, you’re essentially just renting them.

This fact has been highlighted by an email sent out by Sony to anyone that’s bought Discovery channel content through the PlayStation Store. They’ve been told that at the end of the month it’ll be impossible to watch content they’ve paid for, and it’ll be forcibly removed from their video library. This development prompts a closer examination of the relationship gamers may prioritize with platforms and advertisers, especially when the permanence of their purchased content is called into question.

These incidents collectively underscore the pressing need for trust and brand safety, and transparency in gaming. As the industry grapples with addiction-related lawsuits and legal actions fueled by financial losses, advertisers face the challenge of ensuring that their products align with platforms that deal with their enthusiasm equitably and honestly. The gaming community looks to industry leaders to navigate these challenges, fostering an environment where players can indulge their passion without compromising their well-being or financial security.

Topics: Brand Safety, Transparency, Brand Suitability, trust, gaming, digital advertising, mobile gaming, advergames