Prevalence of Random Reward Mechanisms in the Danish-Facing Google Play Store

This study investigates the prevalence of Random Reward Mechanisms (RRMs), commonly known as loot boxes, in the Danish-facing Google Play store. The research aimed to fill a gap in existing literature, as previous studies on RRM prevalence focused on regions such as the United Kingdom, Australia, Belgium, and China. The methodology involved examining the 100 highest-grossing mobile games in the Danish Google Play store in August 2025. For each game, researchers assessed the presence of RRMs obtainable with real-world money, the possibility of cashing out rewards for real-world money, the number of downloads, the PEGI age-rating, and compliance with PEGI content labeling.

The study found that 83 out of the 100 examined games contained RRMs. Among games with PEGI age-ratings of 3+, 7+, or 12+ (83 games in total), 66 (79.5%) included RRMs. Furthermore, 14 games were identified as non-compliant with PEGI labeling, meaning they contained RRMs but lacked the "In-game purchases (Includes random items)" label; notably, 8 of these non-compliant games had a PEGI 3+ rating. Only three games—Pokémon GO, Roblox, and Pokémon TCG Pocket—were found to offer possibilities for cashing out RRM rewards for real-world money through third-party marketplaces like g2g.com and playerauctions.com.

The observed prevalence of RRMs in the Danish market (83%) is comparable to findings in the Belgian-facing Apple App Store (82%) and higher than earlier studies in the United Kingdom (58-77%). This higher prevalence may reflect an increasing popularity of loot boxes over time. However, it remains significantly lower than the prevalence found in China (91%), which is attributed to distinct cultural and legislative differences in the Western versus Chinese video game markets. The study highlights a substantial presence of gambling-like mechanics in popular mobile games accessible to Danish consumers, including those targeted at younger audiences.