ESRB introduces new ratings label that identifies games with loot boxes

ESRB introduces new ratings label that now identifies games with loot box mechanics and other in-game purchases.

The new label will show below a game’s rating that reads, "In-Game Purchases (Includes Random Items)". The label also applies to titles with loot boxes, item or card packs, gacha games, prize wheels, treasure chests and more.

This new Interactive Element, In-Game Purchases (Includes Random Items), will be assigned to any game that contains in-game offers to purchase digital goods or premiums with real world currency (or with virtual coins or other forms of in-game currency that can be purchases with real world currency) for which the player doesn’t know prior to purchase the specific digital goods or premiums they will be receiving (e.g., loot boxes, item packs, mystery awards).

~ESRB.

Electronic Arts described loot boxes as “surprise mechanics,” back in 2019, saying “it’s like many other products that people enjoy in a healthy way, and like the element of surprise.”.