Leon Xiao
@leonxiao.com
Assistant Professor @ CityUHK | Loot Boxes; Video Game Law 🎮🎰 | Empirical Legal & Policy Research | Pro Screenshotter 📱📸 | leonxiao.com
Got a chance to try out Riftbound, the League of Legends trading card game in Simplified Chinese.
Gameplay is basically Magic: The Gathering, but mulligan/the mana system is Hearthstone: send back and redraw + you get two "lands" at the start of each turn.
Combat felt a bit like Marvel Snap…?
Gameplay is basically Magic: The Gathering, but mulligan/the mana system is Hearthstone: send back and redraw + you get two "lands" at the start of each turn.
Combat felt a bit like Marvel Snap…?
November 16, 2025 at 5:10 PM
Got a chance to try out Riftbound, the League of Legends trading card game in Simplified Chinese.
Gameplay is basically Magic: The Gathering, but mulligan/the mana system is Hearthstone: send back and redraw + you get two "lands" at the start of each turn.
Combat felt a bit like Marvel Snap…?
Gameplay is basically Magic: The Gathering, but mulligan/the mana system is Hearthstone: send back and redraw + you get two "lands" at the start of each turn.
Combat felt a bit like Marvel Snap…?
Perplexing survey design choice to not explicitly ask about #LootBoxes and #SkinGambling anymore when the definition for “gambling” used in the overall survey did include them (“any activity which involves risking money (or something of value) in the hope of winning money or a prize”)… 🤨
November 14, 2025 at 8:19 AM
Perplexing survey design choice to not explicitly ask about #LootBoxes and #SkinGambling anymore when the definition for “gambling” used in the overall survey did include them (“any activity which involves risking money (or something of value) in the hope of winning money or a prize”)… 🤨
Photo credit: Dr James Morris @jamesmorris24.bsky.social. (If you're wondering, UK video game ad non-compliance with the requirement to disclose the presence of loot boxes on social media is likely “down” to ~87.5%. 🤦 A LONG way more to go.)
November 10, 2025 at 12:27 AM
Photo credit: Dr James Morris @jamesmorris24.bsky.social. (If you're wondering, UK video game ad non-compliance with the requirement to disclose the presence of loot boxes on social media is likely “down” to ~87.5%. 🤦 A LONG way more to go.)
Importantly, I also showed how this research method could be more widely used for substance-based addiction, beyond behavioural addiction: for example, for studying the advertising of alcohol and nicotine pouches.
November 10, 2025 at 12:26 AM
Importantly, I also showed how this research method could be more widely used for substance-based addiction, beyond behavioural addiction: for example, for studying the advertising of alcohol and nicotine pouches.
I presented our recent research assessing whether video gaming and gambling advertising are complying with regulations (e.g., UK game ads should disclose the presence of #LootBoxes and Dutch gambling ads shouldn’t target under-24s).
November 10, 2025 at 12:26 AM
I presented our recent research assessing whether video gaming and gambling advertising are complying with regulations (e.g., UK game ads should disclose the presence of #LootBoxes and Dutch gambling ads shouldn’t target under-24s).
Grateful to the Society for the Study of Addiction (@addiction-ssa.org) for awarding me the Fred Yates Prize for Early Career Researchers 2025 in recognition of my “significant impact on the regulation of addictive elements in video games.”
November 10, 2025 at 12:26 AM
Grateful to the Society for the Study of Addiction (@addiction-ssa.org) for awarding me the Fred Yates Prize for Early Career Researchers 2025 in recognition of my “significant impact on the regulation of addictive elements in video games.”
We do not yet have PEGI’s age rating for this game, but doubtless that will also soon state that the game will contain in-game purchases. However, see the ESRB and USK age ratings.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
November 7, 2025 at 4:57 PM
We do not yet have PEGI’s age rating for this game, but doubtless that will also soon state that the game will contain in-game purchases. However, see the ESRB and USK age ratings.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
Ironic that I often spot illegal video game ads in the evening right after giving a talk on the issue at a conference.
New Call of Duty ad breaches its duty to consumers. 🪖🚫🙅🏻♀️ As soon as you walk out of Newcastle train station (26,000 daily visitors): a clear breach of UK @adstandards.bsky.social Advertising Standards Authority rule that advertising for video games must disclose the presence of any in-game purchases.
November 7, 2025 at 4:57 PM
New Call of Duty ad breaches its duty to consumers. 🪖🚫🙅🏻♀️ As soon as you walk out of Newcastle train station (26,000 daily visitors): a clear breach of UK @adstandards.bsky.social Advertising Standards Authority rule that advertising for video games must disclose the presence of any in-game purchases.
Glad you pointed this out. Below is a real reaction message I sent whilst listening.
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
November 5, 2025 at 8:10 AM
Glad you pointed this out. Below is a real reaction message I sent whilst listening.
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
There was also a “studies have shown porn has the same effect on the brain as hard drugs.” (Slight but not really paraphrase)
How could we push back? 😩
That is obviously not good enough. (We have a precedent on a loot box presence disclosure that is not sufficiently visually prominent: www.asa.org.uk/rulings/elec...)
Each of those four points can, and ought to, be improved upon. Check the full ad yourself: www.facebook.com/ads/library/....
Each of those four points can, and ought to, be improved upon. Check the full ad yourself: www.facebook.com/ads/library/....
October 30, 2025 at 7:20 AM
That is obviously not good enough. (We have a precedent on a loot box presence disclosure that is not sufficiently visually prominent: www.asa.org.uk/rulings/elec...)
Each of those four points can, and ought to, be improved upon. Check the full ad yourself: www.facebook.com/ads/library/....
Each of those four points can, and ought to, be improved upon. Check the full ad yourself: www.facebook.com/ads/library/....
See below for an example from a currently active UK ad. Notice the (i) extremely tiny and blurry loot box presence disclosure text (ii) hidden in the middle of a message after the copyright notice that is (iii) flashed for only a few seconds (iv) at the end of a one-and-a-half-minute video?
October 30, 2025 at 7:20 AM
See below for an example from a currently active UK ad. Notice the (i) extremely tiny and blurry loot box presence disclosure text (ii) hidden in the middle of a message after the copyright notice that is (iii) flashed for only a few seconds (iv) at the end of a one-and-a-half-minute video?
This concerned a billboard ad for #BrawlStars in the centre of Canary Wharf in London seen on 11 Sep 2024 (photos below). My complaint that it breached advertising rules and was misleading because it failed to disclose the presence of loot boxes was just “informally resolved” after more than a year.
October 30, 2025 at 7:20 AM
This concerned a billboard ad for #BrawlStars in the centre of Canary Wharf in London seen on 11 Sep 2024 (photos below). My complaint that it breached advertising rules and was misleading because it failed to disclose the presence of loot boxes was just “informally resolved” after more than a year.
The UK Advertising Standards Authority (ASA) @adstandards.bsky.social has published that Supercell has agreed to “amend or withdraw their ad without being subject to a formal ruling” in response to a complaint alleging breach of advertising rules.
October 30, 2025 at 7:20 AM
The UK Advertising Standards Authority (ASA) @adstandards.bsky.social has published that Supercell has agreed to “amend or withdraw their ad without being subject to a formal ruling” in response to a complaint alleging breach of advertising rules.
Monetization mechanisms in gacha games: The behavioral triad of pricing strategies, pity systems, and belief of luck
doi.org/10.1016/j.en....
Pity mechanics in gacha and loot boxes are not all fun and games?
Postives: predictable maximum spending; arguably, less random.
Negatives: more spending?
doi.org/10.1016/j.en....
Pity mechanics in gacha and loot boxes are not all fun and games?
Postives: predictable maximum spending; arguably, less random.
Negatives: more spending?
October 27, 2025 at 2:47 AM
Monetization mechanisms in gacha games: The behavioral triad of pricing strategies, pity systems, and belief of luck
doi.org/10.1016/j.en....
Pity mechanics in gacha and loot boxes are not all fun and games?
Postives: predictable maximum spending; arguably, less random.
Negatives: more spending?
doi.org/10.1016/j.en....
Pity mechanics in gacha and loot boxes are not all fun and games?
Postives: predictable maximum spending; arguably, less random.
Negatives: more spending?
The game’s current purported Australian age rating of 9 is also non-compliant with regulations and in fact, criminal, as the game’s loot boxes were updated with new content since 22 September 2024.
October 23, 2025 at 6:45 AM
The game’s current purported Australian age rating of 9 is also non-compliant with regulations and in fact, criminal, as the game’s loot boxes were updated with new content since 22 September 2024.
3️⃣: Some games, like Clash Royale by Supercell, have yet to complete the updated ratings questionnaire, meaning that the new section does not appear to disclose loot box presence in that game.
October 23, 2025 at 6:45 AM
3️⃣: Some games, like Clash Royale by Supercell, have yet to complete the updated ratings questionnaire, meaning that the new section does not appear to disclose loot box presence in that game.
Multiple problems with implementation still need to be worked out.
1️⃣: On the mobile version, the information is NOT automatically shown, requiring the player to scroll down and tap on the “Age Rating” tab to expand it, which would then show the loot box presence information.
1️⃣: On the mobile version, the information is NOT automatically shown, requiring the player to scroll down and tap on the “Age Rating” tab to expand it, which would then show the loot box presence information.
October 23, 2025 at 6:45 AM
Multiple problems with implementation still need to be worked out.
1️⃣: On the mobile version, the information is NOT automatically shown, requiring the player to scroll down and tap on the “Age Rating” tab to expand it, which would then show the loot box presence information.
1️⃣: On the mobile version, the information is NOT automatically shown, requiring the player to scroll down and tap on the “Age Rating” tab to expand it, which would then show the loot box presence information.
Finally, Apple has conceded (slightly) and made it possible for game developers to more easily disclose the presence of #LootBoxes and other gambling-like in-game purchases on their App Store product pages. 🎁 However, obvious improvements are needed!
October 23, 2025 at 6:45 AM
Finally, Apple has conceded (slightly) and made it possible for game developers to more easily disclose the presence of #LootBoxes and other gambling-like in-game purchases on their App Store product pages. 🎁 However, obvious improvements are needed!
Most survey questions are framed as: "Would you like to agree with us/this very obvious and uncontroversial point?"
October 22, 2025 at 7:33 AM
Most survey questions are framed as: "Would you like to agree with us/this very obvious and uncontroversial point?"
Finally got around to the Digital Fairness Act consultation, and it's a mess.
1. There is a feedback and a consultation response option. Unclear as to overlap.
2. I am pasting one sentence into every other field: "Enforce pre-existing consumer law like the UCPD. Fund enforcers. Fund research."
1. There is a feedback and a consultation response option. Unclear as to overlap.
2. I am pasting one sentence into every other field: "Enforce pre-existing consumer law like the UCPD. Fund enforcers. Fund research."
October 22, 2025 at 7:29 AM
Finally got around to the Digital Fairness Act consultation, and it's a mess.
1. There is a feedback and a consultation response option. Unclear as to overlap.
2. I am pasting one sentence into every other field: "Enforce pre-existing consumer law like the UCPD. Fund enforcers. Fund research."
1. There is a feedback and a consultation response option. Unclear as to overlap.
2. I am pasting one sentence into every other field: "Enforce pre-existing consumer law like the UCPD. Fund enforcers. Fund research."
Brazilian President signed the under-18 loot box ban into law (Lei 15.211/25; effective March 2026). 🇧🇷 www.planalto.gov.br/ccivil_03/_a...
September 26, 2025 at 12:11 AM
Brazilian President signed the under-18 loot box ban into law (Lei 15.211/25; effective March 2026). 🇧🇷 www.planalto.gov.br/ccivil_03/_a...
Written parliamentary question in Singapore asks for probability disclosures and parental controls to be implemented in relation to #LootBoxes following international precedents. Government says the options will be explored. 🇸🇬
www.mha.gov.sg/mediaroom/pa...
www.mha.gov.sg/mediaroom/pa...
September 25, 2025 at 11:55 PM
Written parliamentary question in Singapore asks for probability disclosures and parental controls to be implemented in relation to #LootBoxes following international precedents. Government says the options will be explored. 🇸🇬
www.mha.gov.sg/mediaroom/pa...
www.mha.gov.sg/mediaroom/pa...
#GachaCon2026 was victim to a rather elaborate and personalised travel booking scam. No one fell for it, but we should raise awareness, as other events might also be targeted.
Scammers took invited speaker information from our call for papers and wrote individual emails pretending to be official.
Scammers took invited speaker information from our call for papers and wrote individual emails pretending to be official.
September 17, 2025 at 6:35 AM
#GachaCon2026 was victim to a rather elaborate and personalised travel booking scam. No one fell for it, but we should raise awareness, as other events might also be targeted.
Scammers took invited speaker information from our call for papers and wrote individual emails pretending to be official.
Scammers took invited speaker information from our call for papers and wrote individual emails pretending to be official.
Since March 2024, #LootBox #ProbabilityDisclosures have been required by law in South Korea. 🇰🇷
@solippark.bsky.social and I assessed compliance between March and April 2024.
Published in Acta Psychologica: doi.org/10.1016/j.ac....
@solippark.bsky.social and I assessed compliance between March and April 2024.
Published in Acta Psychologica: doi.org/10.1016/j.ac....
September 15, 2025 at 1:00 AM
Since March 2024, #LootBox #ProbabilityDisclosures have been required by law in South Korea. 🇰🇷
@solippark.bsky.social and I assessed compliance between March and April 2024.
Published in Acta Psychologica: doi.org/10.1016/j.ac....
@solippark.bsky.social and I assessed compliance between March and April 2024.
Published in Acta Psychologica: doi.org/10.1016/j.ac....