video game

IO Interactive, the creators of the Hitman video game, said it would cease its collaboration with McGregor in light of the court ruling.

"The ASA, although it has upheld some complaints, it takes so long to properly process all of these things - they will go to a company and say, 'you should comply', but they don't comply," said Leon Y Xiao, a video game regulation researcher at the IT University of Copenhagen.

"People are walking into a video game not knowing the potential risks, and this is assuming that people have even understood the risk of loot boxes to begin with."

The same year, the UK government resisted pressure to regulate loot boxes, saying the video game industry could self-regulate instead.

A stampede for the hottest new video game console.