Ladbrokes In Trouble Over Game Currency Likened To Fortnite V-Bucks
Players can earn LadBucks by engaging with our array of free-to-play games, redeeming these digital tokens for enticing rewards such as free spins and free bets. Additionally, participants can use their LadBucks to enjoy their favorite titles at our LadBucks arcade, featuring popular games like Fishin’ Frenzy and Goldstrike.
These valuable tokens, referred to as LadBucks, can be accumulated through participation in complimentary gaming experiences and exchanged for various rewards designed to enhance the player’s experience.
ASA Identifies Similarities Between LadBucks, Fortnite’s V-Bucks, and Roblox’s Robux
Recent observations by the Advertising Standards Authority (ASA) indicate that the LadBucks tokens exhibit significant resemblances to in-game currencies like Fortnite’s V-Bucks and Roblox’s Robux. The initials ‘LB’ and the term ‘bucks’ were deemed to closely mirror the branding of these established gaming currencies.
A survey conducted earlier this year by Stealth Gaming revealed that over 60% of children aged 8 to 12 have engaged with Fortnite, a hugely popular battle royale game, while Roblox similarly caters to a youthful audience, with approximately 40% of its players being aged 13 or younger. The ASA concluded that LadBucks are likely to resonate with players under the age of 18.
The term ‘lad’ is seen as particularly appealing to this demographic, alongside the word ‘bucks’. The ASA’s critique extended to the design of the tokens, highlighting their round shape and shiny edges, which bear a resemblance to the aesthetic of V-Bucks. Although Robux features a different design, it initially resembled a poker chip adorned with the letter ‘R’ and a dollar sign.
ASA Determines LadBucks Have Strong Appeal to Under-18s, Despite Company Objections
The ASA stated: “The imagery associated with the token, combined with the term LadBucks, is likely to be recognized and perceived by many under-18s as similar to in-game currencies of online games that are highly attractive to this age group.”
The regulatory body noted that the utility of LadBucks on the gambling platform closely mirrors how V-Bucks and Robux are employed in their respective gaming interfaces.
Ladbrokes, one of the foremost online casinos in the UK, contended that their advertising strategies incorporate targeting restrictions aimed at minimizing exposure to underage viewers. They defended their rewards program by asserting that there is no tangible risk of LadBucks being linked to Fortnite or Roblox.
The company further emphasized that elements of Robux require parental approval and that participants in subscription services must be at least 18 years old to make purchases.
A representative from Ladbrokes expressed disappointment with the ASA’s ruling and indicated their intent to pursue an independent review, asserting that the decision is flawed.
