Raid Shadow Legends: Unlawful Or Unethical?

Raid: Shadow Legends is a mobile role-playing game developed by Plarium Games. The game has received a lot of attention for its aggressive advertising campaigns, including sponsorships of YouTube, Twitch, and Vimeo content creators. In February 2020, Plarium was accused of potentially violating FTC rules by not disclosing that they had paid for endorsements from these content creators. While the company claimed that they were only cooperating with the creators, various YouTubers contradicted this, stating that they had been sponsored by Raid or offered sponsorship deals. This incident sparked discussions about the legality of Raid's advertising practices and the potential manipulation of consumers through aggressive marketing.

Raid: Shadow Legends' advertising campaign

Raid: Shadow Legends is a mobile role-playing game developed and published by Plarium Games, a subsidiary of Aristocrat Leisure, a gambling machine manufacturer. The game has received a lot of attention for its aggressive advertising campaign, particularly its sponsorships of YouTube, Twitch, and Vimeo content creators, which has led to it becoming an Internet meme.

The game's advertising campaign has been described as "cult-like" due to its repetitive slogan, "Forget everything you know about mobile games," which is often shouted across sponsored videos on YouTube. The campaign has also been criticised for its potential violations of FTC rules. In February 2020, Plarium, the developer of Raid: Shadow Legends, posted two tweets claiming that they did not sponsor but rather "cooperated" with YouTube creators. This sparked online discussions about potential violations of FTC rules, which require payments for endorsements to be disclosed to the public. Several content creators contradicted Plarium's tweets, stating that they were sponsored by Raid or had received sponsorship offers from Plarium. Plarium later clarified that their earlier tweets were referring to tutorials and Raid-focused videos rather than their marketing campaign.

The game's advertising campaign has also been criticised for its aggressive and manipulative nature. Many players and reviewers have complained about the constant prompts to spend real money, with some reviewers even calling the game "pay-to-win." The game offers in-game purchases that directly enhance the power level of players' characters, giving those who spend money a significant advantage over those who do not. This has led to criticism that the game is not genuinely free-to-play and that spending money is the only way to compete with other players.

While the advertising campaign has been successful in generating attention and downloads for the game, it has also sparked controversy and criticism. Some players and reviewers have called the game "trash" and "predatory" due to its aggressive monetisation strategies and the feeling that the game is constantly pestering players to spend money. Despite the criticisms, the game has also received praise for its graphics and presentation, with some reviewers calling the visuals "stunning" and "spectacular."

Sponsorship deals with YouTubers

Raid: Shadow Legends has become well-known for its aggressive marketing tactics, which include sponsorship deals with a number of YouTubers. The game's publisher, Plarium, has spent a lot of money on these sponsorships, targeting large channels with high subscriber counts and views.

The sponsorships have taken the form of dedicated videos or simple product mentions, with payments ranging from a few hundred to several thousand dollars per video. The exact amount paid depends on factors such as audience size, engagement rate, and content quality.

Some of the YouTubers who have been sponsored by Raid: Shadow Legends include:

• MrBeast (45 million subscribers)
• TheJWittz (1.6 million subscribers)
• Pyrocynical (4.5 million subscribers)
• The King of Random (12.5 million subscribers)
• Alec Steele (2 million subscribers)
• Caddicarus (765 thousand subscribers)
• Memeulous (4 million subscribers)
• The Internet Historian (2.6 million subscribers)
• JonTron (1 billion views)
• The Angry Video Game Nerd (1.8 billion views)
• TomSka
• Jon Solo
• Linus Tech Tips
• The Action Lab

While these sponsorships have led to increased exposure and downloads for the game, they have also received criticism from viewers and the online community. Some YouTubers have faced backlash for promoting Raid: Shadow Legends, with some viewers expressing frustration over the frequency of these sponsorships and questioning the integrity of the content creators.

False advertising accusations

Raid: Shadow Legends has been the subject of much scrutiny for its aggressive advertising campaigns and sponsorships of several YouTube, Twitch, and Vimeo content creators. The game has become so well-known for its advertising that it has even turned into an Internet meme.

One of the main controversies surrounding the game's advertising is the accusation of false marketing. Many players have criticized the game for its manipulative and deceptive marketing strategies, claiming that the game is "absolute trash" and "everything that's wrong with the mobile game market." The game has been accused of providing a false impression of choice, with various game modes that are actually shallow and can be set to autoplay.

Additionally, players have reported receiving "gifts" of resources when starting the game, which can boost their characters beyond the initial requirements, creating an illusion of progress and ease. However, as players advance, they are bombarded with constant prompts to spend real money on in-game purchases, which are often necessary to progress further in the game or compete with other players. This has led to accusations of the game being "pay-to-win," where spending money is the only way to succeed.

While some may argue that the game's terms of service and end-user license agreement (EULA) protect it from legal repercussions, it is important to note that these documents do not override legislation. Players' rights may still be protected by consumer laws, and it is possible to challenge the game developer's actions if they violate applicable laws. However, the time, effort, and financial resources required for legal action serve as a deterrent for most players.

Loot crate system and legality

Loot boxes, also known as loot crates or prize crates, are virtual items in video games that can be bought or earned as players progress through a game. They contain a randomised selection of virtual items, or "loot", ranging from simple customisation options for a player's avatar to game-changing equipment such as weapons and armour.

Loot boxes are typically a form of monetisation, with players either buying the boxes directly or receiving them during play and later purchasing "keys" to open them. They are seen by developers and publishers as a way to generate ongoing revenue and keep players interested by offering new content and cosmetics.

Loot boxes have been criticised as being anti-consumer and predatory, particularly when implemented in full-priced games, and have been compared to gambling due to their use of a variable-ratio reinforcement schedule similar to slot machines. While video games have generally been considered games of skill and therefore unregulated under most gambling laws, some countries and regions have introduced regulations or sought to ban them.

In the United States, there are currently no laws targeting loot boxes, although there have been calls for legislation and self-regulation by the video game industry. In Europe, loot boxes have been deemed illegal in Belgium and the Netherlands due to their violation of gambling laws, while other countries such as France, Germany, and the United Kingdom have expressed concerns and are considering regulatory action.

The legality of loot boxes remains a complex and evolving issue, with ongoing debates and discussions taking place among players, developers, and government bodies worldwide.

Ownership of accounts and content

Raid: Shadow Legends is a mobile role-playing video game developed and published by Israeli game developer Plarium Games. The game has been criticised for its aggressive monetisation in the form of microtransactions. Players can purchase accounts that are already stacked with in-game items, such as legendary champions, to enhance their gaming experience.

While players invest a lot of time and money into their accounts, they do not own the accounts or the games they play. In the case of Raid: Shadow Legends, the accounts belong to Plarium Games. This is a common practice in the gaming industry, where players agree to the Terms of Service (ToS) upon installing and playing a game. However, it is important to note that players cannot sign away their legal rights by agreeing to a ToS. A ToS cannot override legislation, and if there is a conflict between the two, the ToS is not legally binding.

Despite this, challenging a company like Plarium Games in court would be difficult and expensive for most customers. Plarium's lawyers would likely have far more time and resources than individual customers. Therefore, Plarium can rely on the fact that most players will not take legal action, even if the company does something that might be considered a violation of the law.

The ownership of accounts and content in Raid: Shadow Legends highlights the broader issue of the lack of consumer rights in the digital gaming space. Players often have limited recourse if they are unhappy with a game's terms of service or if they feel they have been treated unfairly. This dynamic between players and game developers underscores the importance of clear and fair terms of service, as well as robust consumer protection laws that specifically address the unique challenges of the digital gaming industry.

Overall, the discussion around the ownership of accounts and content in Raid: Shadow Legends brings to light the complex nature of digital ownership and the need for better protections for consumers in the gaming industry.

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