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Epic Games, the creator of the massively popular battle royale game Fortnite, is once again facing legal trouble. Two parents have filed a lawsuit in a San Francisco court, alleging that the game’s Item Shop employs deceptive sales tactics that particularly target younger players. The lawsuit accuses Epic of engaging in unfair business practices, prompting a swift response from the gaming giant.
Epic Games: A Gaming Powerhouse with a History of Legal Battles
Founded by Tim Sweeney in 1991, Epic Games has become a dominant force in the gaming industry. The company is best known for Fortnite, but its influence extends far beyond, thanks to the Unreal Engine—a cutting-edge development tool used by studios worldwide. Epic has also expanded its reach with the Epic Games Store, a digital distribution platform competing with industry giants like Steam.
However, Epic’s success has not come without legal challenges. One of its most high-profile battles began in 2020 when the company sued Apple and Google, accusing them of monopolistic control over their app stores and payment systems. Now, Epic finds itself in hot water again—this time, over the way it sells in-game items in Fortnite.
The Allegations: Misleading Sales Tactics in the Fortnite Item Shop
The lawsuit, filed on March 5, takes aim at Epic’s Item Shop, arguing that the company manipulates players into making impulse purchases. According to the 21-page complaint, Epic uses artificial scarcity by placing countdown timers on cosmetic items, making players believe they must buy them immediately or risk losing out forever. However, the lawsuit claims that many of these items reappear after the countdown expires, and supposed “limited-time discounts” often remain in effect. The plaintiffs argue that these tactics amount to deceptive marketing and a violation of consumer protection laws, particularly when targeting young and impressionable players.
Epic Games Responds to the Lawsuit
Epic Games was quick to push back against the allegations. In a statement to Polygon, the company dismissed the claims, stating, “This complaint contains factual errors and does not reflect how Fortnite operates.”
Epic emphasized that it had already removed the controversial countdown timer from the Item Shop last year and implemented several safeguards to enhance transparency and prevent accidental purchases. These measures include:
- A hold-to-purchase feature to reduce impulsive buys.
- Instant cancellations and self-service refunds for greater player control.
- A clearer option for users to choose whether to save their payment details.
- Parental controls, ensuring that players under 13 cannot make purchases without explicit parental approval via PIN-protected transactions.
A History of Scrutiny Over In-Game Sales
This is not the first time Epic Games has faced regulatory scrutiny over its monetization strategies. In May 2023, Dutch authorities fined Epic over $1.2 million for alleged child safety violations related to Fortnite’s Item Shop. Epic appealed the ruling, and as of this writing, the decision remains unresolved.
With this latest lawsuit, the debate over fair and ethical monetization in gaming is once again in the spotlight. Whether this case will lead to significant repercussions for Epic Games—or even broader industry-wide reforms—remains to be seen.
