The EU is pushing to directly regulate game design features that compel minors to return to a game at specific times or penalize them with lost rewards for not logging in. Commonly found consecutive attendance rewards and limited-time login benefits are also likely to fall under the scope of these regulations.
On September 17 (local time), the European Commission officially proposed the 'EU KIDS Act' regulation to bolster online safety for minors. In addition to social media and video-sharing platforms, the regulations extend to online games, gaming platforms, app stores, AI chatbots, and more.
In the gaming sector, the most notable aspect is the targeting of designs that encourage repetitive logins and prolonged usage by minors. The proposed regulation explicitly states that online game operators must not encourage "compulsive or excessive use" by minors, singling out features that reward users for accessing services at specific times or with higher frequency as targets for restriction.
Specifically, mechanics that impose penalties or cause users to lose benefits for failing to log in regularly or return within a certain window were explicitly included. While the regulation does not ban simply offering rewards based on gameplay, designs where cumulative rewards require daily logins or where benefits vanish after a period of inactivity could be directly impacted.
As shown, the scope targeted by the KIDS Act goes well beyond simple in-game purchases or content age ratings. Its key feature is requiring service providers to rethink their overall design—ranging from re-engagement reward structures and notifications to social features, privacy access, and AI functionality—from the perspective of protecting minors.
Parental controls will also be tightened significantly for users under 13. Game operators must provide tools that allow parents or guardians to approve and oversee their children's access, while also mitigating the risks of minors being led by users met in-game onto external messaging services or other online platforms for separate contact.
Changes are also in store for app stores. Platforms must establish systems to assign age ratings to apps and prevent minors from downloading or purchasing age-inappropriate content. Moving forward, age-rating criteria could factor in not only violent or sexual content, but also in-app purchases, risks associated with user-to-user contact, and so-called "addictive design" mechanics.
However, this proposed regulation will not take effect immediately. Currently, the KIDS Act has only been submitted as a legislative proposal by the European Commission and must undergo review and negotiations by the European Parliament and the Council of the EU. The draft will only be adopted as a regulation once both bodies agree on identical final text, meaning specific details could be revised during the process.
If the final draft is adopted, it will take effect directly across all EU member states as a "regulation" rather than a "directive" that requires separate national legislation in each country. However, the precise timeline for implementation will be determined through subsequent legislative proceedings and the final text.
