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'A special offer for you!' : personalisation of in-game commercial practices at the crossroads of data protection and consumer protection regulation

Pieterjan Declerck (UGent) , Eva Lievens (UGent) and Valerie Verdoodt (UGent)
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Abstract
The videogame industry has exponentially grown in recent years, both in terms of generated revenue and numbers of players around the world. Data-driven videogame business models increasingly rely on both micro-transactions and the monetisation of personal data provided by players. These evolutions have led to personalisation of commercial practices within videogames based on player data. Such personalisation practices may be used to encourage players to spend more time and money on videogames by targeting them with in-game personalised advertising, offers for purchases and prices. Personalisation for commercial purposes raises important questions about the rights of players, who assume dual roles as consumers and data subjects. This article aims to investigate the limits of lawfulness for personalisation of commercial practices from a dual perspective, delving into common concepts of consumer and data protection law – fairness, transparency and vulnerability – with a specific focus on young players. It explores in particular how rules laid down in the General Data Protection Regulation and the Unfair Commercial Practices Directive apply and interact to ensure player protection.
Keywords
Consumer protection, Data protection, Personalisation, Videogames, Children

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MLA
Declerck, Pieterjan, et al. “’A Special Offer for You!’ : Personalisation of in-Game Commercial Practices at the Crossroads of Data Protection and Consumer Protection Regulation.” REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW, no. 1, 2024, pp. 57–85.
APA
Declerck, P., Lievens, E., & Verdoodt, V. (2024). ’A special offer for you!’ : personalisation of in-game commercial practices at the crossroads of data protection and consumer protection regulation. REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW, (1), 57–85.
Chicago author-date
Declerck, Pieterjan, Eva Lievens, and Valerie Verdoodt. 2024. “’A Special Offer for You!’ : Personalisation of in-Game Commercial Practices at the Crossroads of Data Protection and Consumer Protection Regulation.” REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW, no. 1: 57–85.
Chicago author-date (all authors)
Declerck, Pieterjan, Eva Lievens, and Valerie Verdoodt. 2024. “’A Special Offer for You!’ : Personalisation of in-Game Commercial Practices at the Crossroads of Data Protection and Consumer Protection Regulation.” REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW (1): 57–85.
Vancouver
1.
Declerck P, Lievens E, Verdoodt V. ’A special offer for you!’ : personalisation of in-game commercial practices at the crossroads of data protection and consumer protection regulation. REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW. 2024;(1):57–85.
IEEE
[1]
P. Declerck, E. Lievens, and V. Verdoodt, “’A special offer for you!’ : personalisation of in-game commercial practices at the crossroads of data protection and consumer protection regulation,” REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW, no. 1, pp. 57–85, 2024.
@article{01HRC400MVKKAX5YBRBT8V3VW2,
  abstract     = {{The videogame industry has exponentially grown in recent years, both in terms of generated
revenue and numbers of players around the world. Data-driven videogame business models
increasingly rely on both micro-transactions and the monetisation of personal data provided by
players. These evolutions have led to personalisation of commercial practices within
videogames based on player data. Such personalisation practices may be used to encourage
players to spend more time and money on videogames by targeting them with in-game
personalised advertising, offers for purchases and prices. Personalisation for commercial
purposes raises important questions about the rights of players, who assume dual roles as
consumers and data subjects. This article aims to investigate the limits of lawfulness for
personalisation of commercial practices from a dual perspective, delving into common
concepts of consumer and data protection law – fairness, transparency and vulnerability – with
a specific focus on young players. It explores in particular how rules laid down in the General
Data Protection Regulation and the Unfair Commercial Practices Directive apply and interact
to ensure player protection.}},
  author       = {{Declerck, Pieterjan and Lievens, Eva and Verdoodt, Valerie}},
  issn         = {{2566-2139}},
  journal      = {{REVUE EUROPEENNE DE DROIT DE LA CONSOMMATION = EUROPEAN JOURNAL OF CONSUMER LAW}},
  keywords     = {{Consumer protection,Data protection,Personalisation,Videogames,Children}},
  language     = {{eng}},
  number       = {{1}},
  pages        = {{57--85}},
  title        = {{'A special offer for you!' : personalisation of in-game commercial practices at the crossroads of data protection and consumer protection regulation}},
  year         = {{2024}},
}