Things have gone from bad to worse for Splitgate 2. The portal-based sci-fi multiplayer shooter has been bleeding players and continues to face negative Steam reviews, as fans clamor for basic features like leaderboards and balk at the free-to-play l

The successor to Nintendo's massively popular console appears to have bolted out of the gate.

In 2025, it’s very difficult not to see gambling advertised everywhere. It’s on billboards and sports broadcasts. It’s on podcasts and printed on the turnbuckle of AEW’s pay-per-view shows. And it’s on app stores, where you can find the FanDuel and DraftKings sportsbooks, alongside glitzy digital slot machines. These apps all have the highest age ratings possible on Apple’s App Store and Google Play. But earlier this year, a different kind of app nearly disappeared from the Play Store entirely.Luck Be A Landlord is a roguelite deckbuilder from solo developer Dan DiIorio. DiIorio got word from Google in January 2025 that Luck Be A Landlord was about to be pulled, globally, because DiIorio had not disclosed the game’s “gambling themes” in its rating.In Luck Be a Landlord, the player takes spins on a pixel art slot machine to earn coins to pay their ever-increasing rent — a nightmare gamification of our day-to-day grind to remain housed. On app stores, it’s a one-time purchase of $4.99, and it’s $9.99 on Steam. On the Play Store page, developer Dan DiIorio notes, “This game does not contain any real-world currency gambling or microtransactions.”And it doesn’t. But for Google, that didn’t matter. First, the game was removed from the storefront in a slew of countries that have strict gambling laws. Then, at the beginning of 2025, Google told Dilorio that Luck Be A Landlord would be pulled globally because of its rating discrepancy, as it “does not take into account references to gambling (including real or simulated gambling)”.DiIorio had gone through this song and dance before — previously, when the game was blocked, he would send back a message saying “hey, the game doesn’t have gambling,” and then Google would send back a screenshot of the game and assert that, in fact, it had.DiIorio didn’t agree, but this time they decided that the risk of Landlord getting taken down permanently was too great. They’re a solo developer, and Luck Be a Landlord had just had its highest 30-day revenue since release. So, they filled out the form confirming that Luck Be A Landlord has “gambling themes,” and are currently hoping that this will be the end of it.This is a situation that sucks for an indie dev to be in, and over email DiIorio told Polygon it was “very frustrating.”“I think it can negatively affect indie developers if they fall outside the norm, which indies often do,” they wrote. “It also makes me afraid to explore mechanics like this further. It stifles creativity, and that’s really upsetting.”In late 2024, the hit game Balatro was in a similar position. It had won numerous awards, and made $1,000,000 in its first week on mobile platforms. And then overnight, the PEGI ratings board declared that the game deserved an adult rating.The ESRB had already rated it E10+ in the US, noting it has gambling themes. And the game was already out in Europe, making its overnight ratings change a surprise. Publisher PlayStack said the rating was given because Balatro has “prominent gambling imagery and material that instructs about gambling.”Balatro is basically Luck Be A Landlord’s little cousin. Developer LocalThunk was inspired by watching streams of Luck Be A Landlord, and seeing the way DiIorio had implemented deck-building into his slot machine. And like Luck Be A Landlord, Balatro is a one-time purchase, with no microtransactions.But the PEGI board noted that because the game uses poker hands, the skills the player learns in Balatro could translate to real-world poker.In its write-up, GameSpot noted that the same thing happened to a game called Sunshine Shuffle. It was temporarily banned from the Nintendo eShop, and also from the entire country of South Korea. Unlike Balatro, Sunshine Shuffle actually is a poker game, except you’re playing Texas Hold ‘Em — again for no real money — with cute animals (who are bank robbers).It’s common sense that children shouldn’t be able to access apps that allow them to gamble. But none of these games contain actual gambling — or do they?Where do we draw the line? Is it gambling to play any game that is also played in casinos, like poker or blackjack? Is it gambling to play a game that evokes the aesthetics of a casino, like cards, chips, dice, or slot machines? Is it gambling to wager or earn fictional money?Gaming has always been a lightning rod for controversy. Sex, violence, misogyny, addiction — you name it, video games have been accused of perpetrating or encouraging it. But gambling is gaming’s original sin. And it’s the one we still can’t get a grip on.The original link between gambling and gamingGetty ImagesThe association between video games and gambling all goes back to pinball. Back in the ’30s and ’40s, politicians targeted pinball machines for promoting gambling. Early pinball machines were less skill-based (they didn’t have flippers), and some gave cash payouts, so the comparison wasn’t unfair. Famously, mob-hating New York City mayor Fiorello LaGuardia banned pinball in the city, and appeared in a newsreel dumping pinball and slot machines into the Long Island Sound. Pinball machines spent some time relegated to the back rooms of sex shops and dive bars. But after some lobbying, the laws relaxed.By the 1970s, pinball manufacturers were also making video games, and the machines were side-by-side in arcades. Arcade machines, like pinball, took small coin payments, repeatedly, for short rounds of play. The disreputable funk of pinball basically rubbed off onto video games.Ever since video games rocked onto the scene, concerned and sometimes uneducated parties have been asking if they’re dangerous. And in general, studies have shown that they’re not. The same can’t be said about gambling — the practice of putting real money down to bet on an outcome.It’s a golden age for gambling2025 in the USA is a great time for gambling, which has been really profitable for gambling companies — to the tune of $66.5 billion dollars of revenue in 2023.To put this number in perspective, the American Gaming Association, which is the casino industry’s trade group and has nothing to do with video games, reports that 2022’s gambling revenue was $60.5 billion. It went up $6 billion in a year.And this increase isn’t just because of sportsbooks, although sports betting is a huge part of it. Online casinos and brick-and-mortar casinos are both earning more, and as a lot of people have pointed out, gambling is being normalized to a pretty disturbing degree.Much like with alcohol, for a small percentage of people, gambling can tip from occasional leisure activity into addiction. The people who are most at risk are, by and large, already vulnerable: researchers at the Yale School of Medicine found that 96% of problem gamblers are also wrestling with other disorders, such as “substance use, impulse-control disorders, mood disorders, and anxiety disorders.”Even if you’re not in that group, there are still good reasons to be wary of gambling. People tend to underestimate their own vulnerability to things they know are dangerous for others. Someone else might bet beyond their means. But I would simply know when to stop.Maybe you do! But being blithely confident about it can make it hard to notice if you do develop a problem. Or if you already have one.Addiction changes the way your brain works. When you’re addicted to something, your participation in it becomes compulsive, at the expense of other interests and responsibilities. Someone might turn to their addiction to self-soothe when depressed or anxious. And speaking of those feelings, people who are depressed and anxious are already more vulnerable to addiction. Given the entire state of the world right now, this predisposition shines an ugly light on the numbers touted by the AGA. Is it good that the industry is reporting $6 billion in additional earnings, when the economy feels so frail, when the stock market is ping ponging through highs and lows daily, when daily expenses are rising? It doesn’t feel good. In 2024, the YouTuber Drew Gooden turned his critical eye to online gambling. One of the main points he makes in his excellent video is that gambling is more accessible than ever. It’s on all our phones, and betting companies are using decades of well-honed app design and behavioral studies to manipulate users to spend and spend.Meanwhile, advertising on podcasts, billboards, TV, radio, and websites – it’s literally everywhere — tells you that this is fun, and you don’t even need to know what you’re doing, and you’re probably one bet away from winning back those losses.Where does Luck Be a Landlord come into this?So, are there gambling themes in Luck Be A Landlord? The game’s slot machine is represented in simple pixel art. You pay one coin to use it, and among the more traditional slot machine symbols are silly ones like a snail that only pays out after 4 spins.When I started playing it, my primary emotion wasn’t necessarily elation at winning coins — it was stress and disbelief when, in the third round of the game, the landlord increased my rent by 100%. What the hell.I don’t doubt that getting better at it would produce dopamine thrills akin to gambling — or playing any video game. But it’s supposed to be difficult, because that’s the joke. If you beat the game you unlock more difficulty modes where, as you keep paying rent, your landlord gets furious, and starts throwing made-up rules at you: previously rare symbols will give you less of a payout, and the very mechanics of the slot machine change.It’s a manifestation of the golden rule of casinos, and all of capitalism writ large: the odds are stacked against you. The house always wins. There is luck involved, to be sure, but because Luck Be A Landlord is a deck-builder, knowing the different ways you can design your slot machine to maximize payouts is a skill! You have some influence over it, unlike a real slot machine. The synergies that I’ve seen high-level players create are completely nuts, and obviously based on a deep understanding of the strategies the game allows.IMAGE: TrampolineTales via PolygonBalatro and Luck Be a Landlord both distance themselves from casino gambling again in the way they treat money. In Landlord, the money you earn is gold coins, not any currency we recognize. And the payouts aren’t actually that big. By the end of the core game, the rent money you’re struggling and scraping to earn… is 777 coins. In the post-game endless mode, payouts can get massive. But the thing is, to get this far, you can’t rely on chance. You have to be very good at Luck Be a Landlord.And in Balatro, the numbers that get big are your points. The actual dollar payments in a round of Balatro are small. These aren’t games about earning wads and wads of cash. So, do these count as “gambling themes”?We’ll come back to that question later. First, I want to talk about a closer analog to what we colloquially consider gambling: loot boxes and gacha games.Random rewards: from Overwatch to the rise of gachaRecently, I did something that I haven’t done in a really long time: I thought about Overwatch. I used to play Overwatch with my friends, and I absolutely made a habit of dropping 20 bucks here or there for a bunch of seasonal loot boxes. This was never a problem behavior for me, but in hindsight, it does sting that over a couple of years, I dropped maybe $150 on cosmetics for a game that now I primarily associate with squandered potential.Loot boxes grew out of free-to-play mobile games, where they’re the primary method of monetization. In something like Overwatch, they functioned as a way to earn additional revenue in an ongoing game, once the player had already dropped 40 bucks to buy it.More often than not, loot boxes are a random selection of skins and other cosmetics, but games like Star Wars: Battlefront 2 were famously criticized for launching with loot crates that essentially made it pay-to-win – if you bought enough of them and got lucky.It’s not unprecedented to associate loot boxes with gambling. A 2021 study published in Addictive Behaviors showed that players who self-reported as problem gamblers also tended to spend more on loot boxes, and another study done in the UK found a similar correlation with young adults.While Overwatch certainly wasn’t the first game to feature cosmetic loot boxes or microtransactions, it’s a reference point for me, and it also got attention worldwide. In 2018, Overwatch was investigated by the Belgian Gaming Commission, which found it “in violation of gambling legislation” alongside FIFA 18 and Counter-Strike: Global Offensive. Belgium’s response was to ban the sale of loot boxes without a gambling license. Having a paid random rewards mechanic in a game is a criminal offense there. But not really. A 2023 study showed that 82% of iPhone games sold on the App Store in Belgium still use random paid monetization, as do around 80% of games that are rated 12+. The ban wasn’t effectively enforced, if at all, and the study recommends that a blanket ban wouldn’t actually be a practical solution anyway.Overwatch was rated T for Teen by the ESRB, and 12 by PEGI. When it first came out, its loot boxes were divisive. Since the mechanic came from F2P mobile games, which are often seen as predatory, people balked at seeing it in a big action game from a multi-million dollar publisher.At the time, the rebuttal was, “Well, at least it’s just cosmetics.” Nobody needs to buy loot boxes to be good at Overwatch.A lot has changed since 2016. Now we have a deeper understanding of how these mechanics are designed to manipulate players, even if they don’t affect gameplay. But also, they’ve been normalized. While there will always be people expressing disappointment when a AAA game has a paid random loot mechanic, it is no longer shocking.And if anything, these mechanics have only become more prevalent, thanks to the growth of gacha games. Gacha is short for “gachapon,” the Japanese capsule machines where you pay to receive one of a selection of random toys. Getty ImagesIn gacha games, players pay — not necessarily real money, but we’ll get to that — for a chance to get something. Maybe it’s a character, or a special weapon, or some gear — it depends on the game. Whatever it is, within that context, it’s desirable — and unlike the cosmetics of Overwatch, gacha pulls often do impact the gameplay.For example, in Infinity Nikki, you can pull for clothing items in these limited-time events. You have a chance to get pieces of a five-star outfit. But you also might pull one of a set of four-star items, or a permanent three-star piece. Of course, if you want all ten pieces of the five-star outfit, you have to do multiple pulls, each costing a handful of limited resources that you can earn in-game or purchase with money.Gacha was a fixture of mobile gaming for a long time, but in recent years, we’ve seen it go AAA, and global. MiHoYo’s Genshin Impact did a lot of that work when it came out worldwide on consoles and PC alongside its mobile release. Genshin and its successors are massive AAA games of a scale that, for your Nintendos and Ubisofts, would necessitate selling a bajillion copies to be a success. And they’re free.Genshin is an action game, whose playstyle changes depending on what character you’re playing — characters you get from gacha pulls, of course. In Zenless Zone Zero, the characters you can pull have different combo patterns, do different kinds of damage, and just feel different to play. And whereas in an early mobile gacha game like Love Nikki Dress UP! Queen the world was rudimentary, its modern descendant Infinity Nikki is, like Genshin, Breath of the Wild-esque. It is a massive open world, with collectibles and physics puzzles, platforming challenges, and a surprisingly involved storyline. Genshin Impact was the subject of an interesting study where researchers asked young adults in Hong Kong to self-report on their gacha spending habits. They found that, like with gambling, players who are not feeling good tend to spend more. “Young adult gacha gamers experiencing greater stress and anxiety tend to spend more on gacha purchases, have more motives for gacha purchases, and participate in more gambling activities,” they wrote. “This group is at a particularly higher risk of becoming problem gamblers.”One thing that is important to note is that Genshin Impact came out in 2020. The study was self-reported, and it was done during the early stages of the COVID-19 pandemic. It was a time when people were experiencing a lot of stress, and also fewer options to relieve that stress. We were all stuck inside gaming.But the fact that stress can make people more likely to spend money on gacha shows that while the gacha model isn’t necessarily harmful to everyone, it is exploitative to everyone. Since I started writing this story, another self-reported study came out in Japan, where 18.8% of people in their 20s say they’ve spent money on gacha rather than on things like food or rent.Following Genshin Impact’s release, MiHoYo put out Honkai: Star Rail and Zenless Zone Zero. All are shiny, big-budget games that are free to play, but dangle the lure of making just one purchase in front of the player. Maybe you could drop five bucks on a handful of in-game currency to get one more pull. Or maybe just this month you’ll get the second tier of rewards on the game’s equivalent of a Battle Pass. The game is free, after all — but haven’t you enjoyed at least ten dollars’ worth of gameplay? Image: HoyoverseI spent most of my December throwing myself into Infinity Nikki. I had been so stressed, and the game was so soothing. I logged in daily to fulfill my daily wishes and earn my XP, diamonds, Threads of Purity, and bling. I accumulated massive amounts of resources. I haven’t spent money on the game. I’m trying not to, and so far, it’s been pretty easy. I’ve been super happy with how much stuff I can get for free, and how much I can do! I actually feel really good about that — which is what I said to my boyfriend, and he replied, “Yeah, that’s the point. That’s how they get you.”And he’s right. Currently, Infinity Nikki players are embroiled in a war with developer Infold, after Infold introduced yet another currency type with deep ties to Nikki’s gacha system. Every one of these gacha games has its own tangled system of overlapping currencies. Some can only be used on gacha pulls. Some can only be used to upgrade items. Many of them can be purchased with human money.Image: InFold Games/Papergames via PolygonAll of this adds up. According to Sensor Towers’ data, Genshin Impact earned over 36 million dollars on mobile alone in a single month of 2024. I don’t know what Dan DiIorio’s peak monthly revenue for Luck Be A Landlord was, but I’m pretty sure it wasn’t that.A lot of the spending guardrails we see in games like these are actually the result of regulations in other territories, especially China, where gacha has been a big deal for a lot longer. For example, gacha games have a daily limit on loot boxes, with the number clearly displayed, and a system collectively called “pity,” where getting the banner item is guaranteed after a certain number of pulls. Lastly, developers have to be clear about what the odds are. When I log in to spend the Revelation Crystals I’ve spent weeks hoarding in my F2P Infinity Nikki experience, I know that I have a 1.5% chance of pulling a 5-star piece, and that the odds can go up to 6.06%, and that I am guaranteed to get one within 20 pulls, because of the pity system.So, these odds are awful. But it is not as merciless as sitting down at a Vegas slot machine, an experience best described as “oh… that’s it?”There’s not a huge philosophical difference between buying a pack of loot boxes in Overwatch, a pull in Genshin Impact, or even a booster of Pokémon cards. You put in money, you get back randomized stuff that may or may not be what you want. In the dictionary definition, it’s a gamble. But unlike the slot machine, it’s not like you’re trying to win money by doing it, unless you’re selling those Pokémon cards, which is a topic for another time.But since even a game where you don’t get anything, like Balatro or Luck Be A Landlord, can come under fire for promoting gambling to kids, it would seem appropriate for app stores and ratings boards to take a similarly hardline stance with gacha.Instead, all these games are rated T for Teen by the ESRB, and PEGI 12 in the EU.The ESRB ratings for these games note that they contain in-game purchases, including random items. Honkai: Star Rail’s rating specifically calls out a slot machine mechanic, where players spend tokens to win a prize. But other than calling out Honkai’s slot machine, app stores are not slapping Genshin or Nikki with an 18+ rating. Meanwhile, Balatro had a PEGI rating of 18 until a successful appeal in February 2025, and Luck Be a Landlord is still 17+ on Apple’s App Store.Nobody knows what they’re doingWhen I started researching this piece, I felt very strongly that it was absurd that Luck Be A Landlord and Balatro had age ratings this high.I still believe that the way both devs have been treated by ratings boards is bad. Threatening an indie dev with a significant loss of income by pulling their game is bad, not giving them a way to defend themself or help them understand why it’s happening is even worse. It’s an extension of the general way that too-big-to-fail companies like Google treat all their customers.DiIorio told me that while it felt like a human being had at least looked at Luck Be A Landlord to make the determination that it contained gambling themes, the emails he was getting were automatic, and he doesn’t have a contact at Google to ask why this happened or how he can avoid it in the future — an experience that will be familiar to anyone who has ever needed Google support. But what’s changed for me is that I’m not actually sure anymore that games that don’t have gambling should be completely let off the hook for evoking gambling.Exposing teens to simulated gambling without financial stakes could spark an interest in the real thing later on, according to a study in the International Journal of Environmental Research and Public Health. It’s the same reason you can’t mosey down to the drug store to buy candy cigarettes. Multiple studies were done that showed kids who ate candy cigarettes were more likely to take up smoking (of course, the candy is still available — just without the “cigarette” branding.)So while I still think rating something like Balatro 18+ is nuts, I also think that describing it appropriately might be reasonable. As a game, it’s completely divorced from literally any kind of play you would find in a casino — but I can see the concern that the thrill of flashy numbers and the shiny cards might encourage young players to try their hand at poker in a real casino, where a real house can take their money.Maybe what’s more important than doling out high age ratings is helping people think about how media can affect us. In the same way that, when I was 12 and obsessed with The Matrix, my parents gently made sure that I knew that none of the violence was real and you can’t actually cartwheel through a hail of bullets in real life. Thanks, mom and dad!But that’s an answer that’s a lot more abstract and difficult to implement than a big red 18+ banner. When it comes to gacha, I think we’re even less equipped to talk about these game mechanics, and I’m certain they’re not being age-rated appropriately. On the one hand, like I said earlier, gacha exploits the player’s desire for stuff that they are heavily manipulated to buy with real money. On the other hand, I think it’s worth acknowledging that there is a difference between gacha and casino gambling.Problem gamblers aren’t satisfied by winning — the thing they’re addicted to is playing, and the risk that comes with it. In gacha games, players do report satisfaction when they achieve the prize they set out to get. And yes, in the game’s next season, the developer will be dangling a shiny new prize in front of them with the goal of starting the cycle over. But I think it’s fair to make the distinction, while still being highly critical of the model.And right now, there is close to no incentive for app stores to crack down on gacha in any way. They get a cut of in-app purchases. Back in 2023, miHoYo tried a couple of times to set up payment systems that circumvented Apple’s 30% cut of in-app spending. Both times, it was thwarted by Apple, whose App Store generated $1.1 trillion in developer billings and sales in 2022.According to Apple itself, 90% of that money did not include any commission to Apple. Fortunately for Apple, ten percent of a trillion dollars is still one hundred billion dollars, which I would also like to have in my bank account. Apple has zero reason to curb spending on games that have been earning millions of dollars every month for years.And despite the popularity of Luck Be A Landlord and Balatro’s massive App Store success, these games will never be as lucrative. They’re one-time purchases, and they don’t have microtransactions. To add insult to injury, like most popular games, Luck Be A Landlord has a lot of clones. And from what I can tell, it doesn’t look like any of them have been made to indicate that their games contain the dreaded “gambling themes” that Google was so worried about in Landlord.In particular, a game called SpinCraft: Roguelike from Sneaky Panda Games raised $6 million in seed funding for “inventing the Luck-Puzzler genre,” which it introduced in 2022, while Luck Be A Landlord went into early access in 2021.It’s free-to-play, has ads and in-app purchases, looks like Fisher Price made a slot machine, and it’s rated E for everyone, with no mention of gambling imagery in its rating. I reached out to the developers to ask if they had also been contacted by the Play Store to disclose that their game has gambling themes, but I haven’t heard back.Borrowing mechanics in games is as old as time, and it’s something I in no way want to imply shouldn’t happen because copyright is the killer of invention — but I think we can all agree that the system is broken.There is no consistency in how games with random chance are treated. We still do not know how to talk about gambling, or gambling themes, and at the end of the day, the results of this are the same: the house always wins.See More:

Call of Duty: Black Ops 6 now shows you microtransaction ads when you swap weapons "Actively witnessing Call of Duty become the Krusty Krab." Image credit: Eurogamer / Activision / u/whambampl News by Vikki Blake Contributor Published on June 1, 2025 Eagle-eyed Call of Duty: Black Ops 6 players have spotted a new feature on the weapon selection menu. Right at the top there now sits advertisements promoting premium weapons and skins, so players get exposed to ads for microtransactions in-game. As some players point out, it's not an advert in the classic sense, and no one's trying to flog you a cheeseburger or a pair of jeans every time you swap a weapon. Nonetheless, it's a new and insidious addition that we haven't seen in Call of Duty games before. Call of Duty: Black Ops 6 Opening Scene and Gameplay (4K).Watch on YouTube "One of the unwelcome changes I’ve noticed with Season 4 is that they’ve now inserted a new ad spot at the top of the list of your weapon specifics builds," wrote one player. "So now every time you toggle between weapon builds you get to stare at ads for $20-$30 skins. I’m sure the Activision developer who suggested this terrible feature is very proud of themselves. "This change is especially unneeded because you could already toggle from Builds to Shop on any given weapon and apparently not being thrown directly in our faces didn’t make them enough money. Many of us payed [sic] $60-$100 for a feature game and don’t want to be bombarded with additional ads." "Actively witnessing Call of Duty become [SpongeBob SquarePants'] the Krusty Krab," replied another. Season 4 brings new ad spot in game for weapons byu/whambampl inblackops6 To see this content please enable targeting cookies. "Well guys looks like COD can suck a fat one," replied someone else. "This ad mess is ridiculous. They make huge bank already for them to even do this should be illegal. I've never been done with a COD this fast ever. But she's getting deleted. You can't scrounge people for money and not have a decent game. I'm not asking for a great game, just not a buggy game." In a separate thread that's been upvoted almost a thousand times, one player opined: "I wouldn't even be mad if this was just in warzone, a free game, but putting it in a pay-to-play premium title, with how expensive they're getting?" "Agree 100%, it really feels like one of those free cell phone games from a tiny indie studio begging you for money at every turn. Pathetic for a full price, stand alone game from a huge developer," replied another. Earlier this year, in a update shared on social media, developer Treyarch said it recognised cheaters "are frustrating and severely impact the experience for our community" but insisted it was addressing the issue, and will continue to do so "throughout 2025". At the same time, it confirmed 136,000 ranked play accounts were banned for cheating across both Call of Duty: Black Ops 6 and Warzone.

Xando Member Oct 28, 2017 38,006 With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process. Activision already has a bad reputation for the aggressive monetization of the premium Black Ops 6 and its free-to-play battle royale Warzone, but this latest move may have tipped some players over the edge. Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts. Elsewhere, Activision has added bundle and Battle Pass advertisements to the Events tab, another controversial change that has caused complaints. Here's a snippet of the response, sourced from across Call of Duty subreddits, Discords, and social media: I wouldn't even be mad if this was just in Warzone, a free game, but putting it in a pay-to-play premium title, with how expensive they're getting? F**k off. This game is still 80€ I get that they make most of their money from the store, but I feel like the bare minimum for a premium product would be to not have ads clogging the menus right? At this point it really feels like opening up a mobile game with how much more you see an option to buy anything in this game. Anyone who wanted this bundle would've checked the store and bought it. Putting it here isn't gonna make more people buy it, its justannoying. Just wait until they add pop up ads for bundles while you are playing the game. Click to expand... Click to shrink... More including some examples here: Activision Quietly Force Adverts into Call of Duty Black Ops 6 and Warzone Loadouts and Players Absolutely Hate It: 'At This Point It Really Feels Like Opening Up a Mobile Game' - IGN With the launch of Call of Duty Season 4, Activision quietly put adverts inside loadouts for Black Ops 6 and Warzone, sparking a backlash in the process. www.ign.com   Gaspode Member Jan 17, 2025 152 gross   MarcosBrXD Member Aug 28, 2024 1,779 Crazy one of the biggest IPs doing this   Wallace Member Oct 25, 2017 28,182 Midwest What a shit franchise.   Shirkelton Member Aug 20, 2020 6,976 Fuck that.   MinerArcaniner Uncle Works at Nintendo Member Oct 29, 2017 7,473 The revenue line has to keep going up. There's no such thing as "enough" with corporations.   Kinthey Avenger Oct 27, 2017 25,551 Poor Cod really needs the money to keep the lights on   skullmuffins Member Oct 25, 2017 7,615 oh, ads for in-game microtransactions. guess i'm not surprised. that's where all the money is these days.   Remark Member Oct 27, 2017 4,184 Yeah the ads are so bad this season. When you boot up the game in CoD HQ, theres a big ass button for Blackcell and BO6 and WZ are all the way on the right side of the menu. It's so annoying. Huge disrespect to the people who actually bought the game. I wish CoD HQ would go away, it doesn't even actually help with anything and actually hampers the UX experience in a lot of ways especially on PC.  Last edited: Today at 10:14 AM LiquidDom Avenger Oct 27, 2017 2,730 Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though.  Richietto One Winged Slayer Member Oct 25, 2017 26,147 North Carolina Lmao what a joke   Loxley Prophet of Truth Member Oct 25, 2017 10,702 We're inching closer and closer to this scene from Ready Player One. "We estimate we can sell up to 80% of an individual's visual field before inducing seizures" View: https://youtu.be/KpPE85Jogjw?si=Di0mlmiF27KidwWs  Fabs Member Aug 22, 2019 2,780 This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless.   Noisepurge Corrupted by Vengeance Member Oct 25, 2017 9,775 Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... Fortnite doesn't cost 80$  OP OP Xando Member Oct 28, 2017 38,006 LiquidDom said: Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though. Click to expand... Click to shrink... Considering half of the in-game purchases are basically ads for some brands or characters that have nothing to do with COD it's basically the same thing   Remark Member Oct 27, 2017 4,184 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... To be fair, Warzone is F2P but that shit should be in there. Whether you buy the game or not, you have to go through CoD HQ which is so annoying.   Doskoi Panda One Winged Slayer Member Oct 27, 2017 17,314 CoD is so fucking trashy lmao. I will never understand how it remains so popular. It just gets worse year over yesr, even Warzone.   SunBroDave "This guy are sick" Member Oct 25, 2017 15,148 How else is COD supposed to make money   Decarb Member Oct 27, 2017 9,264 Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it.   Agni Kai Member Nov 2, 2017 10,037 Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line.   jroc74 Member Oct 27, 2017 34,177 Yeah I dont think it needs to be this aggressive. LiquidDom said: Wait it's just ads for the in-game purchases? Not outside ads that have nothing to do with the game? I don't have that much of an issue with it, still shit though. Click to expand... Click to shrink... Fabs said: This doesn't seem that different than like Fortnite advertising the shop updates in the main menu. It's fairly harmless. Click to expand... Click to shrink... While trying to play the game tho? "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts." Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this. Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... Also this.  BradleyLove Member Oct 29, 2017 1,661 Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible. This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour.  TransEuropaExpress Member Dec 6, 2017 11,420 US They should go all in and start doing random 5-minute commercial breaks in the middle of rounds.   Pyro God help us the mods are making weekend threads Member Jul 30, 2018 18,922 United States Really fucking gross.   Vourlis Member Aug 14, 2022 5,911 United States I...where are the ads? edit: Oh like advertising the bundles or whatever. Okay.  jroc74 Member Oct 27, 2017 34,177 BradleyLove said: Doesn't surprise me. I bought Forza Horizon for PS5 a few days ago and was shocked to encounter unskippable ads for DLC. The American obsession with forcing ads everywhere they can is horrible. This reply was brought to you by NEW Mountain Dew—new look, same bold refreshing flavour. Click to expand... Click to shrink... I either forgot how it was or just didnt know, because I played it on XSX when it launched. But I was and am shocked at the mtx in FH5.  shadowman16 Member Oct 25, 2017 41,804 I feel like this has already become too normalised because I honestly assumed we were talking about unrelated product ads... Meanwhile the examples above... honestly I kinda expected. Granted the article also points it out perfectly that if it were just in Warzone (free) it'd be... less bad, but charging however much for COD THEN pushing those ads on you... you just know people will crack. Not the worst example of ads in games though, I still give that to SFVI's Turtles costumes, aside the cost, having that damn song playing constantly in the battle hub for month(s) on end drove me nuts at the time.  Papaya The Fallen Oct 25, 2017 2,735 California The financial model for CoD is awful and lacks any sort of creativity. They just copied fortnite even though it doesn't work for a military shooter. They rarely release any good content because it either doesn't match the game's tone, or it sucks. It just doesn't lend itself well to skins, and other visual customization options. Or maybe they just don't know how to make good. Either way, I've never seen a more boring battlepass in my life. CoD can be a super fun action game, but it's never felt more hollow and lifeless. The best counter-example to "games are art" I've ever seen.  BestBrand Member Mar 5, 2025 457 Call of duty is the worst man. I may not even buy another COD again.   MerluzaSamus Member Dec 3, 2018 1,471 Argentina Agni Kai said: Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line. Click to expand... Click to shrink... The game published by EA to gather obscene money on the fps market? That one Battlefield? Jokes aside, 'fraid this is going to be the norm long term, Fortnite normalized it and publishers with less restraint are going wild, same with AI. At least on the AAA market.  Lumination Member Oct 26, 2017 16,064 Who could have expected them giving the game away would have affected the revenue stream and business model of the game itself.   Geeko Member Oct 27, 2017 1,413 San Jose, CA Lame as hell. The problem is that the masses won't care about it and will still spend crap tons of money on this game thus continuing this constant bombardment of ads.   shadowman16 Member Oct 25, 2017 41,804 Agni Kai said: Only Battlefield 6 can save us now. Hold the line, my friends. Hold the line. Click to expand... Click to shrink... Gameplay wise, Hopefully Dice will take the time and make something truly special. However... I wouldnt expect much better from EA of all publishers. They are every bit as summy...  OP OP Xando Member Oct 28, 2017 38,006 My guess is this is only going to get worse as MS tries to make up the lost revenue from people playing via GP instead of buying   SP. Member Oct 27, 2017 8,578 I guess I thought it would be worse than the reaction seems to suggest… They're in-game micro transaction ads and for the most are for weapon skins which naturally don't seem that out of place in a weapon selection menu. It's not like they're advertising a Burger King Whopper in here. Obviously it'd be better if they weren't there at all but honestly if I played the game and saw these I wouldn't think it's anything out of the ordinary.  Ravelle Member Oct 31, 2017 20,432 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... It doesn't spam you with multiple windows to buy something either  Rosebud Two Pieces Member Apr 16, 2018 51,386 Wallace said: What a shit franchise. Click to expand... Click to shrink... .   Kyokanto Member Mar 4, 2025 493 For a second I thought this was going to be McDonald's ads or something lol. I wonder how far off that is… Still scummy as is.  Pop-O-Matic Avenger Oct 25, 2017 14,007 MarcosBrXD said: Crazy one of the biggest IPs doing this Click to expand... Click to shrink... Not really. CoD might move more money than most of the rest of the industry put together, but capitalism (especially at publicly traded mega corps like MS and ActiBlizz before them) demands that the line must always be going up, and there isn't really much CoD can do to grow the player base in any significant way in the short-to-medium term, so they're going to start trying out shit like this to get even more money out of the existing players so the line goes up and the shareholders can be happy.   Fabs Member Aug 22, 2019 2,780 Noisepurge said: Fortnite doesn't cost 80$ Click to expand... Click to shrink... Decarb said: Not only is it in a full priced mode, but its also in the weapon customization menu where you least expect it. Click to expand... Click to shrink... jroc74 said: Yeah I dont think it needs to be this aggressive. While trying to play the game tho? "Following the launch of Season 4, adverts for weapon bundles can be seen in the build and weapon menus. These are unavoidable for players as they tinker with their loadouts." Imagine getting hit with Shark Card ads while browsing the in game stores in GTA Online....please Rockstar dont do this. Also this. Click to expand... Click to shrink... Full priced games advertise their dlc in menus all the time. Is it because it's in a new place? Is this that different than having the paid operators in the menu for selection like they have in past CoD? Or when I play Street Fighter and I can't pick Akuma because he costs money? I get it if it was for McDonalds but this seems like rage bait.  Plexas Member Jan 24, 2025 289 Several trillion dollar company needs some money to survive, please understand.   Twister Member Feb 11, 2019 6,692 This franchise peaked with BO3. Everything after has been a disaster   Vertigo1 Member Jun 30, 2023 1,093 CoD will never be as good as it was in the 360 era, ever again.   Sordid Plebeian Member Oct 26, 2017 19,955 Yeah I remember seeing that AI store slop when I booted up S4, and they wonder why they're driving players away   Tommy Showbiz Member Jul 20, 2022 3,727 This is pretty corny, but I was honestly expecting ads for like Dr. Squatch and not just prodding you to buy in-game bundles.   Apathy Member Oct 25, 2017 13,538 So the biggest game, created by the biggest publisher, paced by the riches company in the world needs to slide ads into their paid games. Lovely   DarkJ Member Nov 11, 2017 1,918 Ai slop? Ads in the menus? In a fully priced game? Really just making sure I don't even look at the next game.  T88heon Member Aug 26, 2024 1,042 This is a profitability issue coupled with horrendous stewardship of the ip. If the retail side was profitable would they need to stealthily run ads in "COD" of all ip? 😬  DSync Member Oct 27, 2017 884 Black Ops 6 in 2025 after the most recent update for Season 4 > £70 for the base game > £100 for the "Vault Editon" > £50/60 for a year of PS Plus to play the game online > £10 for the Battlepass > £15 for the Battlepass plus tier skips > £25 for the "Blackcell" Battlepass > Free and Premium (Costs money) Battlepasses for the Seth Rogan Operator Weed event > £16-25 Weapon and Operator bundles > AI art in the emblems, calling cards, posters in certain levels > Ads for bundles in creating a Loadout > Server instability issues > Whole game crashes to desktop/homescreen when editing your loadout during a match > UI Menu lagging > Cheaters, hackers run rampant > Store will 100% work no matter what (Prices for everything may not be exact)  Pai Pai Master Member Oct 25, 2017 37,298 Atlanta GA AI crap and ads, yet people will still buy this shit in record numbers every year  

When George R.R. Martin crafted the world of Westeros back in the 90s, he probably didn’t think his words would go on to spawn graphic novels, TV shows, action figures, video games, and more. Moreover, I doubt the author expected his works to be adapted into a mobile-friendly action-RPG built to prioritize predatory microtransactions over the rich lore he’d spent decades perfecting. Yet in 2025, we have Game of Thrones: Kingsroad, a visually striking open-world exploration game that looks compelling in motion, but hones in more on menus and currency than fantasy adventure. And, as you push deeper into its sizable campaign to uncover a plethora of in-game currencies and progress-halting hurdles, the neo-medieval jaunt starts to feel more like a lesson in asset management than a thoughtful RPG. Kingsroad takes place during season four of the HBO TV series, putting you in the fur-lined boots of a northern-born bastard of House Tyre. With your father sickly and your inheritance caught up in the strict succession rules of the realm, the only hope for the safety of your people is to borrow, beg, and steal your way into the hearts of the lords and ladies of Westeros. Naturally, things aren’t as simple as just asking, and you’ll have to go round the houses (literally) to solve land disputes, find missing soldiers, and knock together the heads of vassal-house warriors on your way to earning your flowers. Alongside a cavalcade of curious NPCs, there are also White Walkers, mythical beasts, and traitorous Boltons to butt heads with. Thankfully, Westeros’ misfortune makes for an enticing landing pad for you to start from. PlayBefore you dive into the cobbled streets and open roads of Westeros, though, you’ll first need to pick a combat archetype to play as: a brutish Sellsword, a skilful Knight, or a nimble Assassin. Fuelled by my love of Brienne of Tarth and Dungeons & Dragons’ Barbarian class, I opted for the axe-wielding Sellsword, whose heavy strikes can easily wind gaggles of enemy forces. Indecisive? Good news: Kingsroad does allow you to switch between archetypes at any time, and your inventory is shared across your three possible characters, so you can boost your alts with your main’s hard-earned loot. That said, I was disappointed to find that once you finalise a character, you can’t delete them and start that class over, or change their name, a feature that bit me in the butt when testing how unsightly I could make my Knight. With your combat destiny chosen, Kingsroad’s decently impressive character creator lets you use a mixture of face-contorting sliders and colour-pickers to specialise your plucky hero. It doesn’t have the depth of something like Dragon’s Dogma 2 (although that’s an admittedly high bar), but I am glad I was able to bestow my characters with an identity that felt personal to me – which is to say moody, and tastefully adorned with smudgy eyeliner and edgy facial scars. You'll explore an impressively recreated map of Westeros.“Kingsroad wastes no time teaching you the basics of its combat and platforming with a tight but comprehensive tutorial, which takes you beyond the wall and back again. That’s where you’ll meet the first of many familiar faces for any fans of the show, as Jon Snow and Samwell Tarley do a decent job of filling in the narrative gaps for those in need of a season four recap. While the digital renditions of these well-known characters aren’t the most flattering, their conversations felt thoughtfully written and helped to establish my lowborn place within the setting. Soon enough, though, Kingsroad lets go of your hand and allows you to roam free across the countryside, providing a choice of campaign quests and side missions to follow, as well as plenty of points of interest to chase on your map. The open world of Kingsroad gave me the freedom to explore this (mostly) faithfully reimagined Westeros, and I enjoyed riding across snowy plateaus and uncovering the secrets of curious stone architecture nestled on the horizon. But the initial exhilaration of high fantasy galavanting wore off quickly as the edges of developer Netmarble’s fantasy panopticon started to show. For every delicate snowflake at Castle Black or butterfly dancing in Winterfell, there were plenty more low-poly fruit trees, bouncy grass patches, and possessed weapons to pick at the sheen. I admire the sheer scale of the open world Kingsroad is offering, but it’s lacking the visual consistency to make it realistic and immersive. As I soon noticed those cracks in the facade, Kingsroad started to feel like a game full of pulled punches, despite how promising it seemed at a distance.This lack of polish extends to your movement on both foot and horseback – ice skating would be the most fitting comparison. When exploring the frosty reaches of the North, this sensation is strangely fitting. However, it became wholly frustrating when it persisted while charting the sunny coastal areas near Highgarden, especially when attempting to complete the occasional platforming puzzles dotted around the icon-covered map. Typically, I was only one slip away from falling down an unscalable hillside, or worse, into a camp of fierce opponents with no way out. Up close, the animations also err on the eerie side in cutscenes. My character would often deliver a wide-eyed death stare, and I couldn't take them seriously as they’d burn holes in the townsfolk’s skulls as they explained their heart wrenching tragedies.Memorable characters surface as uncanny valley clones of themselves.“Speaking of the citizens of Westeros, their heads and eyes wobble around like strange marionettes during conversations, which dampens the atmosphere considerably. It’s a shame, because their dialogue does a great job of affirming the grim, corrupt cloud that hangs over the continent as winter approaches. I felt particularly bad laughing when an old lady thanked me for saving her daughter from being eaten by Ramsay Bolton’s dogs. Unfortunately, the most egregious offenders are often Kingsroad’s recreations of characters from the show. Memorable players, like Nymeria Sand and Varys, surface as uncanny valley clones of their likenesses. I’ll be seeing yassifed Cersei in my nightmares for many moons to come…Beyond exploration, the bulk of your time in Kingsroad is split between investing in complex resource management systems at your homestead and completing multi-stage quests and battles out in the world. As such, you can find a plethora of challenges that boost both of these areas, like dungeon crawls, bandit camps, occupied villages, and giant mythical beasts, all of which reward you handsomely for spilling blood by the gallon. How efficiently you blend your time between these two aspects is integral to maintaining a solid pace within the grind-heavy progression system – alas, a lack of technical balance makes succeeding in this endeavour profoundly painful.Game of Thrones: Kingsroad Gameplay ScreenshotsThe trouble begins with the combat, which is a total mixed bag. While your actions feel pleasantly grounded, and rugged blows always arrive with flashy particle-heavy animations, the process begins to feel overfamiliar fast. Despite the solid variety of moves available – light, heavy, and special attacks, as well as decent dodge and parry options – inaccurate hit boxes consistently hampered my attempts at strategy. Occasionally, I would need to use my head a little and skulk around an area to remove edge threats, though those tactical moments arrived few and far between. It says something unflattering that Kingsroad feels almost identical at 60 hours as it did at 20. You can specialise and upgrade your moveset in combat with traits and skill trees, too, but they do little to impact how the combat feels in motion. Kingsroad gives the impression of having useful Traits by putting options like learning to parry and crafting arrows up at the top of the trees, but as you work your way down, many of the lower options offer small percentage-based improvements to defense and attack that barely make a dent. So as your sparkly slashes lose their lustre, you’re often left cycling through the same few enemies and combos until the battle is won. It seems as though the architecture of a solid combat system is there, but much like the rest of Kingsroad, it’s all facade with no foundation. What hampers the fun most are the frequent and appropriately-named Momentum roadblocks.“Still, what hampers the fun of Kingsroad most of all are the frequently appearing and appropriately-named Momentum roadblocks. Similar to Destiny’s Gear Score, Kingsroad tallies up the quality of all your equipment, accessories, and skills into one neat number called your Momentum Score. These pesky little digits are the cruel gatekeepers of story content, forcing you to scour the map for dull side objectives that can juice the numbers and shuffle you towards the next episode. While I’m more than happy to invest in grind-heavy games like World of Warcraft Classic and no stranger to mobile-minded progress gating, the Momentum system in Kingsroad is a particularly brutish arbiter that doesn’t allow you to get crafty or punch above your weight by taking on more challenging enemies. Instead, imposing forces appear with a skull icon over their head, their damage and health ratings untouchably high. But as soon as you inch over the Momentum line, the fight shifts dramatically in your favour. This black and white process neutralises any sense of gamesmanship, and frequently forced me into hours of toil to get back to the story I was, for the most part, enjoying. Sarah's favourite fantasy jauntsSee AllWhen you’re ready to take some time out from the combat, you can invest more in the slower-paced aspects of Kingsroad, namely the tedious Estate Management side game. As the last remaining heir to Lord Tyre, his homestead, Renan’s Rest, becomes your project. As is to be expected, helping this dilapidated village flourish rewards you with the tools necessary to beef up your arsenal, and gives you a place to spend all those resources you’ve been hoarding by completing missions – though the process of cleaning up this town is about as much fun as cleaning your actual room.While the jeweller and the forge are convenient additions that allow you to craft wearable items, the most valuable activity is embarking on gacha-based Artefact Expeditions. You’ll spend resources to hire workers and send them into the wild to find more resources, as well as historical items called Relics you can then leverage to further bolster your Momentum. Similar to other gacha game systems, you’re guaranteed a high-quality item after a set amount of runs, but a standard expedition takes eight actual hours to complete, which is a frustrating turnaround when not every run guarantees a good haul. That is, unless you’re willing to pay real money to speed things up. The Story Continues - Live Service UpdatesPlayWhile it took me roughly 60 hours to complete the story missions that were available at Game of Thrones: Kingsroad’s 1.0 launch (in part thanks to the benefit of the Ultimate Founder’s Pack code we were provided for this review), once you finish up, it doesn’t really “end” and you can seek out the plethora of side quests and repeatable combat challenges across the map. While there isn’t an official roadmap for what’s on the horizon, Netmarble announced during its 1.0 release Dev Note that the team will continue to add content and make technical improvements as time goes on. Alongside the Battle Pass, there are also timed Events that offer additional goalposts and ask you to complete a series of challenges to earn further rewards. Continued support is always good, and here’s hoping things like the floaty movement and inconsistent animations might eventually get the polish they need, but I’m skeptical that much can be done to fix Kingsroad’s biggest issues without a complete rework of its economy and progression. For example, the new quests that were already added post-launch should’ve been enticing, but instead they pushed the finish line absurdly far out of sight – by my rough estimate, I would need to play more than twice what I already have just to reach the Momentum Score required to take them on (without spending any money), and that’s despite the fact that this new content seems to follow the exact same loop of mission types already used across the rest of the campaign. Thanks, but I’m good.That brings us to the elephant in the room. Almost every activity in Kingsroad can be expedited with the use of cold hard cash, which translates to Iron Bank Marks in-game. Of course, you can pay to complete an aforementioned expedition early, or buy higher-rarity expedition wagons by the dozen that don’t take time to complete. Stuck behind a Momentum block? Just purchase Gold to speedrun your jewellery maker’s upgrades and smelt higher-rated necklaces and rings to jolt your score. Typically, you can only fast travel by making your way to a special signpost first, and there’s a copper fee for each warp – but you can fast travel from anywhere for free if you pay for the premium option. Behind nearly every aggravating system in Kingsroad is a far more user-friendly one, but only if you’re willing to cough up the dough. It seems intent to toe the line between being intentionally frustrating and passably functional, subtly egging you on to pay up rather than sit through the repetitive, time-consuming activities necessary to proceed. While it’s to be expected that there will be premium aspects in a free-to-play game available on mobile devices (in addition to Steam), the overwhelming flood of paid subscriptions, resource packs, and confounding currencies feels like a heartbreaking affront to Game of Thrones fans, like myself, who have been begging for a fully-fledged Westeros RPG similar to this. Across the 60 hours I’ve played so far, I’ve felt guilty for slashing down innocent defectors and filled with joy for feeding the starving smallfolk. It's clear Netmarble wants you to feel like you’re making a difference in this world, but it’s also just as keen to remind you that you can make a difference quicker if you’re willing to enter your credit card details first. It’s sad to see so much effort put into the underlying concept of a Game of Thrones adventure like this only for it to be tarnished by microtransactions and the repetitive gameplay loops that enable them.

Apple prepares to cry wolf over gaming again | Opinion Gaming on Apple platforms is set to be a WWDC focus once again – but with the company increasingly pushed to open up its app ecosystem, maybe this time the wolf is real Feature by Rob Fahey Contributing Editor Published on May 30, 2025 Apple's developer-focused annual WWDC event kicks off in a little over a week, which means that it's time once again for one of the industry's most well-established games of farce; in which Apple, the GM, tries to convince us all that this time, no this time, it's really truly serious about gaming, and we, the players, all try to keep our faces straight and our eyes unrolled. It's a ritual that often skips a year or two but always comes back with a vengeance – Apple cites some impressive numbers about hours or dollars spent on games on their platforms, wheels out a famous developer to wax lyrical about the power of the hardware and demonstrate a build of their game, and announces some new iOS features related to gaming. With love-bombing of the games industry complete for another few years, they promptly delete us from their contacts and pretend not to know us when they walk past us in the supermarket. The reason we all still pay attention to this merry-go-round, though, is because just as it's hard to take seriously any of Apple's claims of yet another Damascene conversion to gaming religion, it's also impossible not to take seriously the importance of the platforms the company controls. There are 2.35 billion active Apple computing devices in the world right now. The company doesn't break down those stats into Macs, iPhones, and iPads, but we know there are well over a billion iPhones in those numbers. Most of those devices are perfectly good gaming devices, at least in terms of what their hardware is capable of. The existing mobile gaming market – while a large market by any measure – is still only scratching at the surface of the potential growth for the gaming market that could be reached through that installed base. Having one of Apple's boy-who-cried-wolf moments actually turn into a genuine commitment to gaming would be a major step towards realising that – which makes them very hard to ignore, even if we're pretty sure we know all the steps to this dance by now. So what's this year's love-bombing going to consist of? We don't know which development luminary they'll bring on stage, but it does seem pretty certain that there's a shiny new gaming-centric app that's going to be built into the next release of iOS, replacing the rather clunky Game Centre with a more streamlined game launcher (which may encompass games bought on other stores on macOS, a bit like how the Apple TV app shows the next shows in your watchlists on Netflix and other streaming services) and providing various editorial and social features. Image credit: Apple It's not clear whether this is just a new app, or if it actually represents an overhaul of the services layer of Apple's gaming offerings – for example, whether it's going to have things like chat, matchmaking, teams and so on implemented in a way that centres on the app but also available in games via an overlay or direct integration through an API. That sounds fine and dandy, though of course the Game Centre app this will replace is a reminder of one of the previous iterations of the "Apple is serious about games this time" dance. What's perhaps more interesting, though we don't yet know if it'll get an on-stage mention at WWDC, is that this is coming just as Apple wraps up the acquisition of its first ever game studio – RAC7, the studio best known for creating Sneaky Sasquatch, which has been a very steadily performing hit on the Apple Arcade service since its launch. Now, there's a very obvious caveat here before we start speculating about Apple trying to build out a game development studio system: RAC7 is a micro-studio consisting of just two people, so while it's apparently going to continue operating more or less autonomously as a wholly-owned studio, there's still a bit of a whiff of an acquihire about the situation. It makes sense for Apple to bring a studio that's been pretty solidly committed to Arcade, and successful on the platform, into the fold in this way even if it's only so that they can be used as consultants and testers for upcoming changes to the service offering. The core concept of the Apple Arcade offering – a ton of well-vetted games that are guaranteed not to be packed with microtransactions and ads – remains very compelling, especially for parents While that may be a bit of a letdown to people who got excited at the prospect that Apple would follow its efforts at building up movie and TV production studios with a similar move into gaming, this acquisition does still send a cautiously positive signal. Apple acquires small companies all the time, but it's never done so with a games studio before, so the willingness to do this suggests that it is tacitly aware of a lack of internal know-how and skills related to this market segment, and moreover, that it remains quite committed to Apple Arcade. That second part is important, because honestly, it's quite easy to forget that Apple Arcade exists sometimes. It's a bit of a cypher to a lot of the industry, I think; it was launched with much fanfare but it now essentially just sits there occupying zero mindshare for most of the gaming sector and its consumers. However, there have been some hints that it's actually quite successful commercially – a tricky thing to measure given that its primary commercial target is driving subscription numbers and retention metrics for the all-encompassing Apple One service, but at the very least there's never been a suggestion from Apple that it's unhappy with how it's performing in that regard. The core concept of the offering – a ton of well-vetted games that are guaranteed not to be packed with microtransactions and ads – remains very compelling, especially for parents, and it seems reasonable to posit that it's quietly doing a very solid amount of business off in demographic sectors that rarely engage with the traditional games industry. This, to some extent, might explain why Apple has ghosted the industry after its most recent bouts of love-bombing; Apple Arcade and the infrastructure that supports it isn't terribly meaningful to the traditional games industry, but actually accomplishes quite a lot of Apple's own internal goals with regard to gaming. That leads us to another crucially important piece of context to bear in mind when watching what the company unveils at WWDC this year – that this may be a series of strategic moves that are less about enticing the games industry to focus on Apple platforms, and more about preparing the ground for the possibility of major parts of the games business simply turning up on Apple's turf unannounced and uninvited. That spectre has been raised by various different legislative and legal moves in major markets over the past few years, all of which seem to be pointing in a similar direction – that Apple is going to be forced to open up its platform to third-party app stores, or at the very least streaming apps. The company is still fighting its corner in the courts in a lot of places, but I suspect it knows that the clock is ticking, especially in some of its most lucrative global markets. While the commercial threat posed by actual app stores is probably minimal (most people just aren't going to install a whole other app management ecosystem when the path of least resistance works fine), the threat from game storefronts is very real. Epic, Steam, and Xbox are all potentially going to have functional storefronts on iOS in one form or another in the coming years – which means an end to Apple's era of taking for granted that games will just keep churning out giant stacks of App Store cash despite being largely held at arm's length by the company. Rethinking its gaming app software and buying a small studio are far from sufficient to win a war on this new front if it opens up – but if they indicate some actual momentum building up, they might not be a bad start.