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Leon Xiao

@leonxiao.com
1.6K followers 1.1K following 961 posts

Assistant Professor @ CityUHK | Loot Boxes; Video Game Law 🎮🎰 | Empirical Legal & Policy Research | Pro Screenshotter 📱📸 | leonxiao.com

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Leon Xiao @leonxiao.com · 14/09/2026
Three loot box news items from September 2026. 1️⃣🇱🇹: Lithuania proposes to prohibit games with loot boxes from being directly offered to under-18s.
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Leon Xiao @leonxiao.com · 01/09/2026
The European Commission requires companies to disclose the presence of loot boxes in video game advertising. However, we found that only 2.4% of Irish social media ads for popular games containing loot boxes were compliant with EU consumer law: doi.org/10.1080/1360....
doi.org
Misleading omissions of loot box presence disclosures: widespread unfair commercial practices in video game advertising on social media in Ireland and the EU
Loot boxes, gacha, and other gambling-like in-game purchases offer random rewards for money and may cause consumer harm, especially to children. Interpreting and strictly enforcing pre-existing con...
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Leon Xiao @leonxiao.com · 01/09/2026
I was invited to share our research through the newsletter of the European Centre for Algorithmic Transparency (ECAT) of the European Commission: ec.europa.eu/newsroom/jrc....
ec.europa.eu
JRCSEVILLE - Community research
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Leon Xiao @leonxiao.com · 19/08/2026
An IGN article in Deutsche about German 🇩🇪 and EU loot box regulation that comprehensively presents perspectives from (pro-regulation) policymakers, industry, academia, the age rating organisation, and clinical practice. Make your own judgment. Extensively researched by @achimfehrenbach.bsky.social.
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Leon Xiao @leonxiao.com · 19/08/2026
The default option matters. When trying to promote open access, surely the default choice presented first should be the most open CC-BY, although one can see why a commercial publisher would be conflicted in suggesting CC-BY-NC-ND instead...
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Leon Xiao @leonxiao.com · 12/08/2026
You come upon a fork in the path: junk mail edition 1. Get paid to publish a gambling affiliate link on your website (Did they even read what else is on that website? Almost tempted to say yes to study their procedure) 2. Claim an AI chatbot pretending to be me answering questions from parents?!
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Leon Xiao @leonxiao.com · 11/08/2026
Big oof. OSF is removing file/data sharing capabilities: www.cos.io/osf-changes. I understand this is due to funding challenges. Need to find another repository. Bad news for #OpenScience.
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Leon Xiao @leonxiao.com · 02/08/2026
The South China Morning Post SCMP raises awareness of concerns around #LootBoxes and other gambling-like products and calls for further research: www.scmp.com/news/hong-ko....
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Leon Xiao @leonxiao.com · 01/07/2026
An ad for Borderlands 4 on a bus was NOT required to disclose the presence of in-game purchases, due to specific circumstances, per the Advertising Standards Authority (ASA): www.asa.org.uk/rulings/take....
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Leon Xiao @leonxiao.com · 24/06/2026
Abstract submissions for the Gam(bl)ing conference are flooding in. Don't forget to submit yours before the 26 June deadline this Friday (we won't check until after the weekend... 😉): tinyurl.com/thegamblings...!
tinyurl.com
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Leon Xiao @leonxiao.com · 18/06/2026
All major video game companies ordered to pay between US$1–10 million in Brazil “in damages for collective moral harm” caused by loot boxes: timesbrasil.com.br/brasil/judic.... 🇧🇷
timesbrasil.com.br
Justiça condena Apple, Google e Tencent a pagar R$ 298 milhões por sorteios pagos em jogos infantis - Times Brasil | CNBC
Justiça do DF condena big techs e empresas de games a R$ 298 mi por loot boxes em jogos acessados por crianças e adolescentes no Brasil
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Leon Xiao @leonxiao.com · 21/05/2026
Delighted to share the visuals and mascot, a cute little mimic monster we've named Looty, for the upcoming Gam(bl)ing Conference (28–29 September 2026) in Hong Kong focusing on the convergence between video games and gambling.
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Leon Xiao @leonxiao.com · 11/05/2026
Our global review of studies that evaluated the impact of gambling regulatory policies found that legalisation increased gambling participation and harm and did not effectively reduce illegal gambling: doi.org/10.1007/s404....
doi.org
Global Review of Assessments of Online Gambling Policies Affecting Youths: Bans, Legalisation, Advertising Restrictions, and ‘Responsible Gambling’ - Current Addiction Reports
Purpose of Review Online gambling regulation has become more permissive in many regions, particularly in Western countries, and stakeholders are concerned about young people (aged ≤ 25) and other vulnerable consumers experiencing harm. Some regions continue to maintain an online gambling ban, whilst others have adopted regulatory policies with a focus on consumer protection and harm minimization. Following a systematic search strategy, we reviewed empirical evaluations of international gambling policies to better understand their implementation and possible impact. Recent Findings Legalization leads to increased gambling participation and harm and has limited impact on reducing participation in illegal gambling. Bans on online gambling are difficult, if not impossible, to enforce. So-called ‘responsible gambling’ interventions have limited or no impact on behavior, even though they are widely touted by industry interests. Policies specifically impacting youths focus on preventing underage gambling access. However, young people manage to circumvent these restrictions. Insufficiently regulated gambling advertising is shown frequently to children, including through sports sponsorship. Summary We cannot recommend any gambling regulatory approach as being obviously better than its alternatives based on current evidence. Empirical evaluations of the gambling policies of many other countries have either never been conducted or never been reported in English. A policy that works in one country might not work as well in a different cultural context. More research is needed, and governments that have legalized gambling should impose a levy on gambling revenue to fund healthcare and independent scientific investigations to address and hopefully reduce harm.
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Leon Xiao @leonxiao.com · 30/04/2026
The Netherlands prohibits gambling advertising from targeting young people aged under 24. Using Meta’s ad library, we found a minority of ads published by both online (7.3%) and offline (29.8%) Dutch gambling licensees broke this rule: doi.org/10.1556/2006.... 🇳🇱🎰
doi.org
A significant minority of Dutch gambling adverts on social media illegally targeted and likely reached under-24s: Assessing compliance using Meta's advertising repository mandated by the EU Digital Se...
Abstract Background and aims Many countries have legalised gambling, negatively impacting public health. Stakeholders are particularly concerned about online gambling advertising harming young adults....
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Leon Xiao @leonxiao.com · 29/04/2026
Gambling ads reached 2.3 times more men than women in Ireland, even though most ads were not set to target men specifically. 🎰🇮🇪 doi.org/10.1556/2006...
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Leon Xiao @leonxiao.com · 20/04/2026
Chinese DiGRA 2026 Call for Papers: Chinese Game Studies: Publishing, Platforms, and Player Cultures: 19–20 September, Wuhan; 15 May deadline A wide range of game studies topics relating to China are welcome! chinesedigra.org/call-for-pap...
chinesedigra.org
CDiGRA 2026 – Call for Papers
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Leon Xiao @leonxiao.com · 15/04/2026
The Abstract Proceedings of Chinese DiGRA 2025: Video Games in Museums have been archived in the DiGRA Digital Library: dl.digra.org/index.php/dl...! We're working on the previous editions too.
dl.digra.org
2025: Abstract Proceedings of Chinese DiGRA 2025: Video Games in Museums | DiGRA Digital Library
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Leon Xiao @leonxiao.com · 24/03/2026
We'll host a conference on the convergence between videogames and gambling in late September 2026 in Hong Kong. 🇭🇰🇨🇳 Call for papers: tinyurl.com/thegamblingcfp Let’s think “outside of the loot box.” Abstract deadline: 26 June 2026 Results notification: 20 July 2026 Conference: 28–29 September 2026
tinyurl.com
Gam(bl)ing CfP.pdf
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Leon Xiao @leonxiao.com · 12/03/2026
My reactions to how PEGI will rate games with hashtag#LootBoxes 16+ from June 2026. Nice, but 99% of games won't be affected because the rule only applies to newly released games. www.gamesindustry.biz/pegis-loot-b...
gamesindustry.biz
PEGI's loot box rule changes are welcome, but they should be retrospective | Opinion
Because the rule only applies to new titles, the biggest and most popular games with loot boxes will escape being subject to PEGI's higher age rating
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Leon Xiao @leonxiao.com · 09/03/2026
We’re recruiting a postdoc and up to 3 research assistants at the Creative Media Policy Observatory (www.cmpo.net), City University of Hong Kong. Apply for the RA position: www.cityu.edu.hk/hro/en/job/c... Apply for the postdoc position: www.cityu.edu.hk/hro/en/job/c...
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Leon Xiao @leonxiao.com · 25/02/2026
New York 🇺🇸 Attorney General Letitia James just sued Valve corporation for promoting ILLEGAL gambling through the hashtag#LootBoxes of its Steam games. Currently parsing through the 52-page complaint… Press release: ag.ny.gov/press-releas... Complaint: ag.ny.gov/sites/defaul...
ag.ny.gov
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Leon Xiao @leonxiao.com · 25/02/2026
Earlier this month, in the Singaporean Parliament 🇸🇬, Dennis Lip Fong TAN 陈立峰 asked the Government about any plans to require probability disclosures for #BlindBoxes and #Gacha. www.mha.gov.sg/media-room/n...
mha.gov.sg
Legislating mandatory disclosure of odds and probability ranges for blind box or “gacha” products
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Leon Xiao @leonxiao.com · 25/02/2026
Held our first conference! #GachaCon2026 focused on Genshin Impact, spanning #GameStudies research on storytelling, world building, player communities, gender, the Chinese industry, game design, psychology, monetisation, regulation, and beyond.
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Leon Xiao @leonxiao.com · 04/02/2026
We look forward to welcoming you to City University of Hong Kong!
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Leon Xiao @leonxiao.com · 02/02/2026
Please do apply and encourage early career researchers around you to give it a go! That extra push and assurance might be all it takes.
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Leon Xiao @leonxiao.com · 27/01/2026
I just had sight of the Austrian Supreme Court judgment 🇦🇹 (6 Ob 228/24h) deciding that FIFA #LootBoxes do NOT constitute illegal gambling and so demands for refunds by players are unjustified. The judgment is dated 18 December 2025 and may be published soon via: tinyurl.com/49c2hx35.
tinyurl.com
RIS - Justiz - Trefferliste
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Leon Xiao @leonxiao.com · 19/01/2026
R v Lakeman [2026] EWCA Crim 4 (www.bailii.org/ew/cases/EWC...) just decided that "Gold Pieces," a premium virtual currency in Old School Runescape by Jagex, are "property" that can be stolen under UK criminal law.
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Leon Xiao @leonxiao.com · 19/01/2026
The Italian regulator 🇮🇹 acted against Activision Blizzard and Electronic Arts back in 2019/2020: www.liebertpub.com/doi/10.1089/..., requiring loot box presence and probability disclosures, etc. However, nothing since… Until now!
liebertpub.com
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Leon Xiao @leonxiao.com · 16/01/2026
Shortly after the UK @houseoflords.parliament.uk debate on #LootBoxes (see: lnkd.in/gTMy7qH3), the @houseofcommons.parliament.uk also debated gambling harms in relation to children and young people in Westminster Hall.
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Leon Xiao @leonxiao.com · 15/01/2026
The UK @houseoflords.parliament.uk just debated #LootBoxes: parliamentlive.tv/Event/Index/.... Nothing new. The Government failed to address the question put and the evidence that industry self-regulation is obviously not working. Instead, the Government continues to refer to forthcoming research.
parliamentlive.tv
Parliamentlive.tv
House of Lords
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Leon Xiao @leonxiao.com · 13/01/2026
As announced last year, paid loot boxes are now back in Fortnite as a potential part of any third-party content, if that creator would like to implement them: www.gamesradar.com/games/fortni....
gamesradar.com
Fortnite now allows in-game purchases in user-generated Creative maps, including for randomized items, with Steal the Brainrot charging at least $37 for a loot box bundle
Players aren't happy about the change, safe to say
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Leon Xiao @leonxiao.com · 12/01/2026
Happy as a clam to have reeled in @jacksonwryan.com to trawl the internet for fishy Latin phrases landing in academic journals due, I suspect, to GenAI use with a malfunctioning Chinese model. 🐟🤖
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Leon Xiao @leonxiao.com · 11/01/2026
On Thursday, 15 January 2026, the UK @houseoflords.parliament.uk will debate the implementation of protection for children from #LootBoxes and in-game purchases further to a question posed by Lord Butler of Brockwell. Watch online (I expect around noon?): parliamentlive.tv/Event/Index/...
parliamentlive.tv
Parliamentlive.tv
House of Lords
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Leon Xiao @leonxiao.com · 09/01/2026
GachaCon 2026 is just one month away (12–13 February)! Preliminary programme: docs.google.com/spreadsheets.... Want to bag some GachaCon merch? Register for attendance: forms.gle/Mjk9tRo9TTSW....
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Leon Xiao @leonxiao.com · 16/12/2025
How are #LootBoxes regulated across the world? Here’s my new annual edition of the Loot Box State of Play via @gibiz.bsky.social: www.gamesindustry.biz/loot-box-sta.... 🌍🌏🌎
gamesindustry.biz
Loot Box State of Play 2025: a ban in Brazil, non-compliance in Australia, a worrying wait for UK legislation and more
Researcher Leon Y. Xiao delivers his annual rundown on lootbox legislation around the world, and how developers and publishers should respond
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Leon Xiao @leonxiao.com · 10/12/2025
Long shot: can you help me reach a gerontology (ageing) expert? Thinking more and more about researching the experiences of older people playing video games, which is definitely understudied. Want to avoid reinventing the wheel.
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Leon Xiao @leonxiao.com · 08/12/2025
A tale of two online posts about our impact on UK game advertising: www.asa.org.uk/rulings/hutc.... My LinkedIn post: 1k+ impressions (not bad!) YouTube Shorts by @baitybait.bsky.social with 717k subs: 163k views & 9.5k likes! Academia does need to think about other channels to reach the public!
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Leon Xiao @leonxiao.com · 02/12/2025
Another video game tries to illegally “BREAK FREE” from advertising regulation. But we will hold them to account! 🚨⛓️ Borderlands 4, published by 2K, a subsidiary of Take-Two Interactive, contains in-game purchases, but its advertising failed to disclose this material information to consumers.
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Leon Xiao @leonxiao.com · 16/11/2025
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…?
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Leon Xiao @leonxiao.com · 16/11/2025
Meta 🏗️🔮
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Leon Xiao @leonxiao.com · 14/11/2025
Wow! Very disappointing to see #LootBoxes and #SkinGambling REMOVED from the Gambling Commission Young People and Gambling 2025 survey. Other stats just published: www.gamblingcommission.gov.uk/statistics-a... Stark contrast to DCMS commissioning a skin gambling report: www.gov.uk/government/p...
gamblingcommission.gov.uk
Young People and Gambling 2025: Official statistics
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Leon Xiao @leonxiao.com · 12/11/2025
Not very Epic changes? Fortnite can now support #LootBoxes (or so-called #PaidRandomItems) in the context of user-generated content. BIG U-turn from Epic Games, which previously heavily criticised and removed all randomised in-game purchases from their games and reaped the PR benefits thereof. 🦙🌈⛏️
dev.epicgames.com
In Island Transactions Restrictions in Fortnite | Fortnite Documentation | Epic Developer Community
Understand the rules and restrictions for offering in-island purchases to players in different regions in Fortnite.
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Leon Xiao @leonxiao.com · 10/11/2025
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.”
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Leon Xiao @leonxiao.com · 07/11/2025
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.
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Leon Xiao @leonxiao.com · 04/11/2025
“MEPs to discuss protection of children and adolescents online” happening later today (14:30 CET): www.europarl.europa.eu/news/en/pres.... 🇪🇺
europarl.europa.eu
MEPs to discuss protection of children and adolescents online | News | European Parliament
In a hearing on Tuesday, MEPs and guest speakers will analyse key challenges and EU policy solutions to better protect minors in digital environments.
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Leon Xiao @leonxiao.com · 30/10/2025
Not sure why and how the factually incorrect idea that "Loot boxes have generally been moved away from" (source: www.eurogamer.net/valve-does-n...) has entered into the public consciousness. Our results show that loot box prevalence rates amongst mobile games have INCREASED in recent years.
eurogamer.net
Valve does not get "anywhere near enough criticism" for the gambling mechanics it uses to monetise games, DayZ creator Dean Hall says
Dean Hall, the creator of DayZ and more recently Icarus, has called out Valve regarding the use of gambling-related mon…
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Leon Xiao @leonxiao.com · 30/10/2025
Recently, CEO and co-founder of Supercell, Ilkka Paananen, was perplexed as to why the EU wants to regulate the video game industry more (www.linkedin.com/posts/ilkkap...). Let’s show him.
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Leon Xiao @leonxiao.com · 30/10/2025
Podcast episode in which I chat with Michael Auer and Jon Bruford about pity mechanics (guarantee you get the rare reward after X tries) in the context of gambling-like products (Labubu, loot boxes, etc.): www.thegamblingfiles.com/captivate-po.... Pity mechanics are a next step for research. Heed!
thegamblingfiles.com
Addiction 1: The Psychology Behind Loot Box Mechanics
Hosts Dr Michael Auer and Jon Bruford explore the Labubu craze and the rise of blind box purchasing, essentially a gambling mechanism that is widely acc...
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Leon Xiao @leonxiao.com · 27/10/2025
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?
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Leon Xiao @leonxiao.com · 24/10/2025
For the record, here's the 11 August 2025 order to remove LS v Apple from the CJEU's list of cases following the parties' settlement: eur-lex.europa.eu/eli/C/2025/4....
eur-lex.europa.eu
EUR-Lex - 62025CB0047 - EN - EUR-Lex
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