EU Video Games Law: A Handbook

Prof. Dr. Christian-Henner Hentsch; Dr. Anselm Rodenhausen MJur (Oxford); Dara MacGreevy

doi:10.5771/9783748947370

Summary

This book explores the legal issues that arise at every stage of a video game’s lifecycle in a practical and solution-oriented way, taking into account commercial and economic conditions. It serves as a comprehensive guide to both current and emerging legal challenges in the video game industry. As a concise and accessible handbook, it also provides guidance on key topics such as:

The legal framework for innovative business models

The opportunities and limitations for investment

Licensing practices

Platform obligations and liability

Regulation, particularly regarding minors, as well as data and consumer protection laws

Search publication

Bibliographic data

Edition: 1/2026
Copyright Year: 2026
ISBN-Print: 978-3-7560-0130-9
ISBN-Online: 978-3-7489-4737-0
Publisher: Nomos, Baden-Baden
Language: English
Pages: 580
Product Type: Edited Book

1. Foreword No access
2. Authors No access
3. Abbreviations No access
1. § 1 The Importance of the Video Games Industry to Europe’s economy No access Pages 3 - 3
  Authors:
2. Authors:
  1. 1. The industry value chain No access
  2. B. What is the market – methodology? No access
  3. C. What is the market? No access
  4. 1. I. Age demographics No access
    2. II. Male/female split and average player age No access
    3. III. Time spent playing No access
3. Authors:
  1. A. Introduction No access
  2. B. Cultural impact No access
  3. C. The power of video games No access
  4. D. The heartbeat of the cultural world No access
  5. E. A unique culture No access
4. Authors:
  1. A. Introduction No access
  2. 1. I. Diversity of games No access
    2. II. Games in the EU single market No access
    3. III. Games in distinction to other media No access
    4. IV. Games as digital services No access
  3. 1. I. EU video game law No access
    2. II. Horizontal games regulation No access
    3. III. Games-specific regulation No access
    4. IV. ECJ case law and other landmark cases on games No access
  4. 1. I. Cloud gaming No access
    2. II. Metaverse No access
    3. III. Games and AI No access
1. Authors:
  1. 1. I. The industry you’re entering No access
    2. II. Studio identity and leadership alignment No access
    3. III. Business foundations No access
    4. IV. Funding realities No access
    5. V. Product development and community building No access
    6. VI. Today’s European political landscape No access
    7. VII. Founders’ principles for building in 2025 No access
  2. B. Conclusion – profits are the fuel, but purpose drives us No access
2. Authors:
  1. A. Risk and reward No access
  2. B. How games are made No access
  3. C. Waterfall vs. iterative development No access
  4. D. Making money No access
  5. E. Marketing – community-building vs. buying users No access
  6. F. Marketing case: Minecraft No access
  7. G. Invest in games No access
  8. 1. I. Pre-seed funding: 10,000–300,000 EUR No access
    2. II. Seed funding: 50,000 to 3 million EUR No access
    3. III. Series A, B, C No access
  9. I. Fundraising model problems No access
  10. J. Debt financing No access
  11. K. Publisher funding No access
  12. L. IPO No access
  13. M. Other kinds of game companies No access
3. Authors:
  1. 1. I. Undertakings No access
    2. II. Advantage – State aid can take various forms No access
    3. III. State resources and imputability to the state No access
    4. IV. Selective advantage No access
    5. V. Distortion of competition and effect on trade between Member States No access
  2. B. Notification obligation No access
  3. 1. I. General Block Exemption Regulation (GBER) No access
    2. II. No specific guidelines for video games No access
  4. 1. I. General legality principle No access
    2. II. Promotion of culture: requirement of ‘verifiable national criteria’ No access
    3. III. Appropriateness, necessity and proportionality test No access
    4. IV. Limited distortion of competition and effect on trade No access
  5. E. Conclusion No access
4. Authors:
  1. 1. I. The foundations of the EU state aid framework No access
    2. II. The impact of the EU state aid framework No access
  2. 1. I. Cultural aid No access
    2. II. R&D aid No access
    3. III. SME aid No access
  3. C. Different aid instruments and their target groups in the video game industry ecosystem No access
  4. D. Conclusion No access
5. Authors:
  1. A. Introduction No access
  2. 1. I. Company law No access
    2. II. Register law and procedure in company law No access
  3. 1. 1. a) Hobby and leisure projects No access
        aa) No supranational legal form No access
        bb) Legal issues arise from national law No access
        c) Exit-driven (venture capital-financed studios) No access
        d) Project companies No access
      2. a) Societas Europaea (SE) No access
        b) European Economic Interest Grouping (EEIG) No access
    2. 1. a) Preparation of the foundation No access
        b) Notarisation (if required) No access
        c) Payment of the share capital No access
        d) Entry in the commercial register No access
      2. 2. Online justification No access
      3. 3. Articles of association content No access
      4. a) Authorisations No access
        b) Registered office abroad No access
  4. 1. 1. Typical CLAs No access
      2. 2. SAFE No access
    2. II. VC financing and ‘Series A round’ No access
    3. III. Other aspects No access
  5. E. Exit No access
6. Authors:
  1. A. Who this chapter is for and what it is about No access
  2. B. From why you buy to what you buy: Follow the value No access
  3. C. Preparing for a deal No access
  4. D. Due diligence: Value meets risk No access
  5. E. Deal structuring No access
  6. F. Regulatory and compliance (merger control and beyond) No access
  7. G. Post-merger integration (PMI) No access
  8. H. Final thoughts No access
7. Authors:
  1. 1. I. Tax types No access
    2. 1. 1. Location No access
      2. 2. Legal form of incorporation No access
      3. 3. Business model No access
  2. 1. 1. 1. Reliable accounting No access
      2. 2. The miracle of different results (and deferred taxes) No access
    2. II. Tax deductibility and add-backs No access
    3. III. Transfer Pricing No access
    4. IV. Tax breaks and other funding sources No access
  3. C. Tax notes & tax instalments No access
  4. D. Tax audits and litigations No access
1. Authors:
  1. 1. 1. 1. The different video game genres No access
      2. a) Video game development categories and their characteristics No access
        b) Deciding to stay indie vs. going big No access
    2. 1. a) Selecting a video game concept: original IP, licensed properties and revivals No access
        b) Choosing game features and business models No access
      2. a) In-house development vs. external collaboration No access
        b) Self-publishing vs. partnering with a publisher? No access
        c) Game engine choice: developing a proprietary engine vs. licensing a third-party engine No access
  2. 1. 1. 1. Ideation and prototyping No access
      2. 2. Key stakeholders and roles No access
      3. a) Licensing and technology use No access
        b) Intellectual property (IP) protection No access
        c) Funding and publishing agreements No access
    2. 1. 1. Preproduction, Alpha and Beta milestones No access
      2. 2. Key stakeholders and roles No access
      3. 3. Outsourcing No access
      4. 4. Involving the players in the development No access
      5. 5. Legal and business considerations during production No access
    3. 1. 1. Game’s release and post-launch lifecycle No access
      2. 2. Key stakeholders and roles in live phase No access
      3. 3. Legal and business considerations during live phase No access
2. Authors:
  1. A. Introduction No access
  2. B. The importance of copyright for video games No access
  3. C. The classification of video games No access
  4. 1. I. The originality test No access
    2. II. The expression vs. ideas divide No access
    3. 1. 1. Source code and software No access
      2. 2. Visual elements and artwork No access
      3. 3. Audio components No access
      4. 4. Written content No access
      5. a) Game mechanics and rules No access
        b) Functional elements No access
        c) Short phrases and titles No access
        d) Scenes à faire No access
    4. 1. 1. Documentation No access
      2. 2. Joint ownership No access
      3. 3. Work-for-hire No access
      4. a) ‘I cannot copyright gameplay’ No access
        b) ‘Open-source means no copyright’ No access
        c) ‘Copyright requires registration’ No access
      5. 5. Key takeaways No access
  5. 1. I. The Court of Justice ruling in Sony v Datel (case C-159/23) No access
    2. II. Why the ruling in Sony v Datel is not a game changer No access
    3. III. Conclusions from case analysis No access
    4. IV. A parallel to Lewis Galoob Toys, Inc. v Nintendo of America, Inc. No access
    5. V. UK cases No access
    6. VI. Springer v Eyeo and ad-blocking software No access
  6. F. The principle of exhaustion No access
3. Authors:
  1. A. Introduction No access
  2. 1. 1. Art. 5(3)(a): Exception/limitation for illustration for teaching No access
    2. 1. Art. 5: Exception/limitation for digital use of works for illustration for teaching No access
    3. 1. 1. Conditions set out in Art. 5 of the DSM Copyright Directive No access
      2. a) Limitations imposed by the wording of Art. 5 and respective Recitals No access
        b) Limitations imposed by the three-step test No access
        c) Let’s Play No access
    4. 1. 1. TDM exceptions No access
      2. 2. Rights reservation – is Art. 4 like the Hotel California? No access
      3. 3. Rights reservations as applied to video game distribution No access
      4. 4. Examples from rights reservation practices No access
      5. 5. Emerging rights reservation techniques No access
4. Authors:
  1. A. Introduction: What is EU copyright contract law? No access
  2. 1. I. Preliminary remarks No access
    2. II. Appropriate and proportionate remuneration No access
    3. III. Transparency obligation No access
    4. IV. Contract adjustment mechanism No access
    5. V. Alternative dispute resolution procedure No access
    6. VI. Right of revocation No access
    7. VII. Mandatory nature of Artt. 19, 20 and 21 DSMD No access
    8. VIII. Conclusion No access
  3. 1. I. Peculiarities in the games industry No access
    2. II. Rules on copyright contract law shaped by traditional use cases No access
    3. 1. 1. Art. 18 DSMD No access
      2. 2. Art. 19 DSMD No access
      3. 3. Art. 20 DSMD No access
      4. 4. Art. 21 DSMD No access
      5. 5. Art. 22 DSMD No access
      6. 6. Conclusion No access
5. Authors:
  1. A. Introduction No access
  2. 1. I. Historical foundations of musical rights in Europe No access
    2. II. Key stakeholders and ecosystem No access
  3. 1. I. Authors’ rights No access
    2. II. Related rights No access
    3. III. A practical application No access
  4. 1. 1. 1. Essential contractual provisions No access
      2. 2. European and American systems comparison No access
    2. II. Licensed music No access
  5. 1. 1. 1. Purpose of CMOs and role in the gaming industry No access
      2. 2. Enforceability of direct licences No access
      3. 3. Potential approaches No access
    2. II. Impact of new technologies and business models No access
    3. III. AI-generated music No access
  6. 1. I. Short excerpts and modifications No access
    2. II. Split ownership and licensing complexities No access
    3. III. Music and video streaming No access
    4. IV. Music and UGC No access
6. Authors:
  1. A. Introduction No access
  2. 1. I. The role and importance of trademark registration in the video game industry No access
    2. II. Territory No access
    3. III. Goods and services No access
    4. 1. 1. Eligibility for protection No access
      2. 2. Absolute grounds for refusal No access
      3. 3. Relative grounds for refusal No access
    5. 1. 1. Video game title No access
      2. 2. Game’s logotypes and other symbols No access
      3. 3. Characters’ names No access
      4. 4. In-game assets No access
      5. 5. Slogans No access
      6. 6. Non-conventional trademarks No access
    6. VI. Registration Strategy No access
  3. 1. I. Scope of protection – the texts No access
    2. II. Case law in the EU No access
1. Authors:
  1. A. Unpacking the European video game publishing landscape No access
  2. 1. I. Market size and growth: a continental powerhouse No access
    2. II. Diverse European markets: a multitude of choices No access
    3. III. Platform distribution: from PC master race to mobile domination No access
    4. IV. Digital vs. physical sales: the rise of the download No access
  3. 1. I. Language localisation No access
    2. II. Cultural nuances: sensitivity and adaptation No access
    3. III. Case studies: successes and failures in localisation No access
    4. IV. Impact of globalisation No access
  4. 1. I. Traditional publishing No access
    2. II. Indie publishing No access
    3. III. Free-to-play and Games as a Service (GaaS) No access
    4. IV. Esports and competitive gaming No access
  5. 1. I. Funding and incentives No access
    2. II. PEGI and content regulation No access
    3. III. Data protection and privacy: respecting user rights No access
  6. 1. 1. 1. Cloud Gaming No access
      2. 2. Virtual Reality (VR) No access
      3. 3. Augmented Reality (AR/XR) No access
    2. II. Brexit and its implications: navigating uncertainty No access
    3. III. Sustainability and social responsibility No access
    4. IV. Embracing the future of play No access
2. Authors:
  1. 1. I. Benefits of the publishing contract No access
    2. II. Considerations when approaching a publishing contract No access
    3. III. Negotiating the publishing contract No access
    4. IV. Term sheets No access
  2. 1. Mapping the contract No access
  3. 1. I. Pre-release obligations, milestones and approvals No access
    2. II. Post-release obligations No access
    3. III. Limitations on licensing and exploitation No access
    4. IV. IP ownership No access
    5. V. Step-in and escrow No access
    6. VI. Territory No access
    7. VII. Term and termination No access
    8. VIII. Derivative works No access
  4. 1. I. Overview No access
    2. II. Development budget No access
    3. III. Publisher costs No access
    4. IV. Recoupment No access
    5. V. Reporting and payment No access
  5. 1. I. Warranties, indemnities and limitations on liability No access
    2. II. Boilerplate No access
  6. F. Conclusions No access
3. Authors:
  1. A. The landscape of cultural perception No access
  2. B. What is game localisation and how it works No access
  3. C. When localisation should occur in development No access
  4. D. The importance of game culturalisation No access
  5. E. Degrees of culturalisation No access
  6. 1. I. History: past and present No access
    2. II. Religion and faith: sacred vs. secular No access
    3. III. Ethnicity: inclusion vs. exclusion No access
    4. IV. Geopolitics: imaginations of sovereignty No access
  7. G. The role of subject-matter expertise No access
  8. H. Organisational considerations No access
  9. I. Conclusion: key actions and a word about intent No access
4. Authors:
  1. A. Introduction No access
  2. B. Environmental footprint of the video games sector No access
  3. 1. I. Corporate Sustainability Reporting Directive (CSRD) No access
    2. II. Corporate Sustainability Due Diligence Directive (CSDDD) No access
    3. III. Waste Electronic and Electric Equipment Directive (WEEED) No access
    4. IV. Ecodesign Regulation and GCVA No access
    5. V. Right to Repair Regulation No access
    6. VI. Data centres reporting delegated regulation No access
  4. 1. I. Development No access
    2. II. Publishing No access
    3. III. Playing No access
  5. E. Conclusion No access
5. Authors:
  1. A. Introduction No access
  2. B. History of PEGI No access
  3. 1. I. Organisation No access
    2. II. Legal status of PEGI No access
    3. III. Geographical scope of PEGI No access
  4. 1. I. The PEGI age ratings and descriptors No access
    2. II. Age rating criteria No access
    3. 1. Process for obtaining an age rating No access
        Sub-licensing No access
        Downloadable content No access
        Appeals No access
      2. 2. IARC age rating procedure No access
  5. 1. Legal requirements applicable to video games No access
    2. Child rights and safety by design No access
    3. Age ratings No access
    4. In-game monetisation (Art. 8) No access
    5. Safe online gameplay (Art. 9) No access
    6. Privacy No access
    7. Clear language No access
    8. Labelling and advertising No access
  6. 1. UK No access
  7. G. PEGI advertising rules No access
  8. H. Enforcement No access
6. Authors:
  1. 1. I. Youth protection in the media in transition No access
    2. II. Protection of minors in the gaming industry No access
  2. 1. 1. a) Defining developmental impairment No access
        b) Impairment of personal integrity No access
        c) Labeling requirements in accordance with JuSchG No access
        d) Additional information/descriptors pursuant to § 14 2(a) No access
        e) Precautionary measures No access
      2. 2. Interstate Treaty on the Protection of Minors in the Media (JMStV) No access
    2. 1. a) Procedure No access
        b) Review hierarchy and evaluation levels No access
        c) Impact of usage risks on the ruling practice of the USK No access
      2. a) Structure and objectives of USK.online No access
        b) International Age Rating Coalition No access
    3. III. Monitoring compliance with regulations No access
  3. C. Conclusion No access
1. Authors:
  1. A. Introduction No access
  2. B. Evolution of business models No access
  3. 1. I. Premium/buy-to-play No access
    2. II. Free-to-play (F2P) and freemium No access
    3. III. Subscription and cloud gaming No access
    4. IV. Microtransactions and in-app purchases No access
    5. V. Games as a Service (GaaS) No access
    6. VI. Blockchain gaming and NFTs No access
  4. 1. I. Consumer protection No access
    2. II. Data protection No access
    3. III. Protection of minors No access
    4. IV. Competition law No access
  5. E. Concluding remarks No access
2. Authors:
  1. A. Introduction No access
  2. 1. I. Offer and acceptance No access
    2. II. Inclusion of terms and conditions No access
    3. III. Written form No access
    4. IV. Information requirements No access
  3. 1. I. The right of withdrawal – background No access
    2. II. Exclusion of the right of withdrawal for digital content No access
    3. III. Exclusion of the right of withdrawal for digital services No access
    4. IV. Withdrawal button No access
  4. 1. I. Modification of the digital content or digital service No access
    2. II. Price adjustment (clause) No access
    3. III. T&Cs adjustment clause No access
  5. 1. I. Term and automatic renewal No access
    2. II. Termination No access
    3. III. Termination button No access
  6. F. Sanctioning of players No access
3. Authors:
  1. A. Introduction No access
  2. B. Legislative framework for consumer law No access
  3. 1. I. Acquisition through payment No access
    2. II. Acquisition through gameplay No access
    3. III. Acquisition via exchange of personal data No access
    4. IV. Acquisition through random elements No access
    5. 1. 1. Legal position as digital content No access
      2. 2. Digital representation of value No access
  4. 1. 1. 1. European Union guidance on the UCPD No access
      2. 2. Digital Fairness Act No access
      3. 3. Upcoming national legislation No access
    2. 1. 1. The Pan European Game Information System – PEGI No access
      2. 2. Unterhaltungssoftware Selbstkontrolle – USK No access
  5. 1. 1. 1. Italy: AGCM decision on the application of the Unfair Commercial Practices Directive No access
      2. 2. PEGI enforcement No access
      3. 3. UK: Advertising Standards Authority rulings No access
      4. 4. European Commission: letter to the European trade associations No access
    2. 1. 1. Belgium No access
      2. 2. The Netherlands No access
      3. 3. Austria No access
4. Authors:
  1. A. Introduction No access
  2. B. Legislative Framework under Intellectual Property Law No access
  3. 1. 1. a) In-House Creation No access
        b) User-Generated Content No access
        c) Third-Party IP No access
      2. a) Copyright No access
        b) Design Rights No access
    2. II. Transferability No access
    3. III. Centralised or De-Centralised Administration No access
    4. IV. Uniqueness No access
5. Authors:
  1. 1. 1. 1. Identifying the infringer No access
      2. 2. First step: cease and desist No access
      3. a) Ex-parte or inter-parte proceedings No access
        b) Proceedings on the merits or preliminary injunctions No access
      4. 4. Criminal proceedings No access
    2. 1. 1. Definitions No access
      2. 2. Blocking injunctions in theory No access
      3. a) Applicants No access
        b) Targets No access
        c) Intellectual property rights No access
        d) Evidence required No access
        e) Implementing the blocking No access
    3. 1. 1. General considerations No access
      2. 2. Streaming and let’s play No access
  2. 1. 1. 1. National authorities and the CPC No access
      2. 2. Consumer protection organisations No access
      3. a) Friction areas No access
        b) In court and out of court No access
    2. II. Dealing with law enforcement No access
6. Authors:
  1. A. Introduction: The importance of data for the video games industry No access
  2. 1. I. Device and network data No access
    2. II. Account data No access
    3. III. Gameplay data No access
    4. IV. Communication and interaction data No access
    5. V. Third-party data No access
  3. 1. I. Processing necessary for the performance of a contract No access
    2. II. Legitimate interests No access
    3. III. Consent No access
    4. IV. Processing for legal compliance or to protect vital data subject interests No access
  4. 1. I. Transparency No access
    2. II. Processing of personal data of minors No access
    3. III. Fraud prevention No access
    4. IV. Data transfers outside the European Union No access
  5. E. Conclusion No access
7. Authors:
  1. A. Introduction and scope No access
  2. 1. I. Nature of supply – electronically provided services No access
    2. 1. 1. Supply for consideration No access
      2. 2. Place of supply No access
      3. 3. VAT rates No access
      4. 4. When does VAT become due? No access
      5. 5. Invoicing No access
      6. 6. Filing of VAT returns No access
    3. 1. 1. Fiction of a supply chain No access
      2. 2. Denial of a supply chain No access
  3. 1. I. Background No access
    2. II. Steps to check tax liability in the third country No access
    3. III. Tax registration, calculation and declaration of VAT No access
  4. Annex 1 – EU VAT rates (May 2025) No access
  5. Annex 2 – VAT on electronic services outside the EU (not a complete list) No access
1. Authors:
  1. A. The relevance of content No access
  2. 1. I. Consoles No access
    2. II. Digital platforms No access
    3. III. Mobile games platforms No access
  3. 1. I. Development No access
    2. II. Release No access
    3. III. Distribution No access
    4. IV. Marketing No access
    5. V. Responsibility as a platform and commission No access
  4. D. Account systems No access
  5. E. First-party games, third-party games and information barriers No access
  6. F. Summary No access
2. Authors:
  1. A. Playing it safe in the EU No access
  2. 1. I. Scope No access
    2. 1. 1. Communication features No access
      2. 2. User-generated content No access
      3. 3. Gameplay No access
      4. 4. Workarounds No access
    3. 1. 1. Points of contact No access
      2. a) Formal requirements No access
        b) Content requirements No access
        c) Specific requirements for services that are directed towards minors No access
      3. 3. Transparency reports No access
      4. 4. Obligations for hosting services No access
      5. a) Disclosure of monthly active users No access
        b) Internal complaint-handling system and out-of-court dispute resolution No access
        c) Trusted flaggers No access
        d) Measures and protection against misuse No access
        e) Transparency No access
        f) Prohibition of manipulative and deceptive practices No access
        g) Online protection of minors No access
        h) Special platforms No access
    4. IV. Conclusion No access
  3. 1. I. Digital Markets Act No access
    2. II. Platform-to-Business-Regulation No access
    3. III. Artificial Intelligence Act No access
    4. IV. E-evidence package No access
    5. V. CSAM-Regulation (Draft) No access
  4. D. Summary No access
3. Authors:
  1. 1. I. Video game platforms No access
    2. II. Third-party content and activity: the case of toxic players No access
    3. III. Information, activity and content No access
    4. IV. Illegal and inappropriate No access
  2. 1. I. Illegal content under EU law No access
    2. 1. 1. Public morality No access
      2. 2. Youth protection No access
      3. 3. Hate speech and discrimination No access
      4. 4. Consumer protection and economic law No access
      5. 5. Moral integrity, harassment, stalking and defamation No access
      6. 6. Conclusion No access
    3. 1. 1. Sectoral obligations and charters No access
      2. 2. The DSA No access
      3. 3. TCO No access
      4. 4. Contractual obligation to act No access
  3. 1. I. General legal provisions No access
    2. II. Terms of Use No access
    3. III. Burden of proof No access
  4. D. Conclusion No access
4. Authors:
  1. A. Introduction No access
  2. 1. 1. 1. Age verification No access
      2. 2. Age estimation No access
      3. 3. Self-declaration No access
    2. II. Parental control systems No access
    3. III. Proactive content monitoring permitted but not required No access
  3. 1. 1. 1. Statutory protection requirements No access
      2. 2. General regulatory strategy guidance No access
      3. a) Age assurance No access
        b) Default settings No access
        c) Parental controls No access
    2. 1. 1. Express statutory requirements No access
      2. 2. Implied statutory requirements No access
      3. 3. Regulatory guidance No access
    3. 1. 1. Scope No access
      2. 2. Statutory requirements No access
  4. 1. I. Germany No access
    2. II. France No access
    3. III. Ireland No access
    4. IV. Spain No access
    5. V. Italy No access
5. Authors:
  1. A. Introduction No access
  2. 1. 1. a) Pricing restrictions No access
        b) Territorial restrictions No access
      2. a) Vertical Block Exemption Regulation (VBER) No access
        b) Technology Transfer Block Exemption Regulation (TTBER) No access
    2. II. Damages litigation No access
  3. 1. 1. Recent example: Microsoft/Activision No access
    2. 1. 1. Jurisdiction No access
      2. 2. Minority acquisitions No access
      3. 3. Acqui-hires No access
  4. 1. I. Art. 102 TFEU No access
    2. II. Recent example: Epic Games and Apple No access
  5. 1. 1. 1. Overview No access
      2. 2. Relevance to video games No access
    2. II. Geo-blocking regulation No access
1. Authors:
  1. 1. I. The people and players No access
    2. II. Choice in gaming No access
    3. III. Gaming as big business No access
    4. IV. Author’s disclaimer No access
  2. 1. I. Art of persuasion No access
    2. II. Supporting act No access
    3. III. Power of words No access
    4. IV. Marketing slogans vs. marketing claims No access
  3. 1. I. One team No access
    2. II. Prepare for change No access
    3. 1. 1. General Data Protection Regulation (GDPR) No access
      2. 2. Digital Services Act (DSA) and Digital Markets Act (DMA) No access
      3. 3. Consumer protection directives No access
      4. 4. The EU AI Act No access
      5. 5. Sustainability laws No access
    4. IV. Conclusion on legal frameworks No access
  4. 1. I. Defining marketing tools No access
    2. II. Above the line (ATL) marketing No access
    3. III. Below the line (BTL) marketing No access
    4. IV. Digital marketing No access
    5. V. Online tools No access
    6. VI. Promotions and competitions No access
    7. VII. Artificial intelligence No access
    8. VIII. Defining marketing partnerships No access
    9. IX. Traditional brand partnerships No access
    10. X. Celebrity endorsements and influencer collaborations No access
    11. XI. Partnering with ‘the competition’ No access
    12. XII. Co-branding with other entertainment verticals No access
    13. XIII. Agency relationships No access
  5. 1. I. ‘The department of “No”’ No access
    2. II. The bigger picture No access
    3. III. Conclusion No access
2. Authors:
  1. A. General remarks No access
  2. B. Unfair commercial practices No access
  3. C. DSA and dark patterns No access
  4. D. Advertising ethics No access
  5. E. Unfair competition No access
  6. 1. I. Comarketing, partnership deals No access
    2. II. Trailers, TV, AV, radio, print commercials No access
    3. III. Dynamic web advertisements, mass mailing, push notifications, pop-ups No access
    4. IV. Competitions, lotteries, draws No access
    5. V. Price reductions, bundles, game or discount in exchange for data No access
3. Authors:
  1. A. Introduction No access
  2. 1. 1. 1. Professional Standards relating to the identification of in-game ads No access
      2. 2. European and national legal provisions relating to the identification of in-game ads No access
    2. 1. 1. Identifying the advertiser behind in-game ads No access
      2. 2. Regulating the content of in-game ads No access
      3. 3. Regulating the content of in-game ads aimed at minors No access
  3. 1. 1. 1. The prohibition of deceptive interfaces and dark patterns No access
      2. 2. Players’ consent to receive targeted advertising No access
      3. 3. Other obligations of the data controller No access
    2. 1. 1. Examples of issues raised by in-game advertising No access
      2. 2. Litigation concerning advertising personal data processing in video games No access
4. Authors:
  1. A. ‘Influencer marketing’: what is it all about? No access
  2. 1. I. Most relevant European regulations No access
    2. II. A patchwork of national regulatory and co-regulatory requirements No access
  3. 1. I. Transparency and disclosure of commercial intents No access
    2. II. Content-related obligations and applicable prohibitions No access
    3. III. Minor protection obligations No access
  4. D. Conclusion No access
5. Authors:
  1. A. Introduction No access
  2. B. Definition No access
  3. 1. I. IP rights No access
    2. 1. 1. Story or fable No access
      2. 2. Game design No access
      3. 3. Music and sound No access
      4. 4. Game as whole No access
    3. 1. 1. Production No access
      2. 2. Publication/Dissemination No access
    4. 1. 1. Toleration No access
      2. 2. Platforms and collective rights management No access
  4. 1. I. Subject of the guidelines or licences No access
    2. II. Commercial use No access
    3. III. Content and behaviour-related regulations No access
    4. IV. Limitations for specific assets No access
    5. V. Revocation and changes to guidelines and licences No access
6. Authors:
  1. A. Introduction No access
  2. B. Defining ‘esports’ No access
  3. 1. I. Main stakeholders No access
    2. II. Other stakeholders No access
  4. D. A multi-level governance No access
  5. 1. I. Copyright No access
    2. II. Trademarks, patents, trade secrets, and industrial designs No access
  6. F. A heavily contractualised sector No access
  7. G. The professional player: employee, freelancer, athlete or artist? No access
Index No access Pages 545 - 562