Note: iOS 9 + Facebook users w/ trouble scrolling: #super sorry# we hope to fix it asap. In the meantime Chrome Mobile is a reach around
hot  /  reviews  /  videos  /  cblogs  /  qposts

Dungeon Keeper

EA's Dungeon Keeper ads are indeed misleading, ASA rules

3:00 AM on 07.03.2014 // Brittany Vincent

We could have told you that

A complaint against Electronic Arts has been upheld by the UK's Advertising Standard Authority concerning marketing for its latest mobile free-to-play version of Dungeon Keeper. The complaint was made in regards to an email campaign that emphasized that the game was free to download.

The email was deemed misleading, as it failed to state that without in-app purchases the gameplay is very limited thanks to its use of a timer that forces players to wait to complete tasks. In its findings, the ASA stated that the frequency and length of the timer in Dungeon Keeper, in conjunction with the ability to bypass it with in-app purchases, was likely to create a game experience for those that did not spend money on speeding up the timer that would not meet their reasonable expectations if they had played based on the ad.

Because the game had potential to restrict gameplay beyond what would be expected by customers, and that the ad did not make the aspect of the purpose of in-app purchases clear, the ASA concluded the ad was misleading.

EA argued that gamers would expect to find the monetization and mechanics in the game and that it was indeed possible to progress for free. EA also stated that the timer and premium currency did not only function as a monetization strategy, but as a gameplay balancer and would provide players with a sense of progression, also adding a resource management aspect to the game.

They went on to say that even if no monetization was in the game that the timer would have still been a design decision. The ASA acknowledged those points, but upheld the adjudication, stating that the ad breached CAP Code rules 3.1, 3.3, and 3.9, and was misleading advertising. The ASA stated that the ad must not appear again in its current form, and that EA should ensure that future ads make clear the limitations of "free" gameplay and the role of in-app purchases.

ASA deems Dungeon Keeper ads "misleading" [Games Industry International]

Brittany Vincent, Former Associate Editor
 Follow Blog + disclosure Tips
Can't play witcha, I been busy workin', baby. Brittany Vincent is an accomplished video game and freelance entertainment writer whose work has been featured in esteemed publications and o... more   |   staff directory

 Setup email comments

Unsavory comments? Please report harassment, spam, and hate speech to our community fisters, and flag the user (we will ban users dishing bad karma). Can't see comments? Apps like Avast or browser extensions can cause it. You can fix it by adding * to your whitelists.

destructoid's previous coverage:
Dungeon Keeper

View all:powered by:  MM.Elephant

Ads on destructoid may be purchased from:

Please contact Crave Online, thanks!

Cblogs of 11/24/15 + Big Ass Fort

Primal Carnage: Extinction Review (PS4)

Belated Spoiler-Free SOMA Review

Friday Night Fights: The Blackest Of Fridays

Super Destructoid Community Interviews Hyper Encore ##Reload

So I Got a 3DS

Negotiations are over. Rainbow Six Siege is a no buy from me as of now.

Cheat Codes Podcast - Ep. 72: Sexy Dog

Meesa Back! (or, here, or something.) Dev Log #1

Cblogs of 11/23/2015 + Sexuality in Videogames

 Add your impressions

Status updates from C-bloggers

Occams avatarOccams
Holy shit the new David Bowie video/song is just lovely.
Barry Kelly avatarBarry Kelly
So many people angry at Play-Asia right now. Totally not exactly the kind of backlash Tecmo were trying to avoid by not releasing the game here in the first place.
FlanxLycanth avatarFlanxLycanth
If you're a UK kid there's a Wii U 32 GB Wind Waker Premium Pack on Amazon for £240. It says sale... I dunno how much of a saving that is. You tell me.
Archelon avatarArchelon
Community Question: Not strictly speaking video game-related, but screw it. Team Captain America or Team Iron Man?
ikiryou avatarikiryou
I want Just Cause 2 and Metal Gear Solid V + Peace Walker to fornicate together so we can have a beautiful big open world to blow up and/or fulton. Then I want to build an infinitely-sized base of soldiers, each with their own personalities and stats.
FlanxLycanth avatarFlanxLycanth
When SFV drops next year we gotta get some DTOID noob battles on, practice with online lag with friends, be really bad casuals together. We can call it Kanye Night Fights. #Swerve on FNF (just kidding...maybe).
Solar Pony Django avatarSolar Pony Django
So someone messaged me on a Lightning fast, comment board that bow they're super depressed. And I worry for them now. Because a comment board is not something to get depressed over, just because someone disagrees with you if your an ass, people will be 2.
arkane9 avatararkane9
Guys, a sequel to Retro City Rampage: Shakedown Hawaii! Someone should really write about it. Lots of Dtoid staff were in the RCR after all.
FlanxLycanth avatarFlanxLycanth
Fuck racism man, shit ain't fair. Can't stand it and I shouldn't have to. Nobody should.
Robo Panda Z avatarRobo Panda Z
Embedded pictures in Quickposts seem to be broken for me right now.
Flegma avatarFlegma
To my surprise, I've more or less figured out Rodea Wii U controls. Still a different game from the Wii version, but not as decidedly inferior in my eyes. Did the legacy medals do anything in Wii version?
RadicalYoseph avatarRadicalYoseph
"Am I a kid, or a squid?" I ponder as I stare off into the horizon. A wise man once told me "Son, you can be whatever you want to be. You are only limited by your lack of ambition " And I want to be a squid. A squid now.
Parismio avatarParismio
Captain America: Civil War trailer dropped!: [youtube][/youtube]
lewness avatarlewness
Gah, wanna go Alexander farming but The Old Hunters ;_;
BaronVonSnakPak avatarBaronVonSnakPak
Holy shit, Splatoon is addictive.
Pixie The Fairy avatarPixie The Fairy
Duck Hunt was a trickier unlock than I expected. Jigglypuff, you are next on my list! [img][/img]
Nekrosys avatarNekrosys
Yay, this arrived today. Nekro is quite happy, as he's been looking forward to playing this game for a while. [IMG][/IMG]
Gamemaniac3434 avatarGamemaniac3434
Dtoid mobile has apparently broken again. This is it. This how the dtoid ends. *black hole opens, dtoid disappears*
Amna Umen avatarAmna Umen
Gave Ronin one more chance before I chucked it in the "never to be finished" pile, glad I did. It could have been so much better but as a frustrating time waster it's not bad.
StriderHoang avatarStriderHoang
I'm sitting on the Fapcast's most recent recording. I just feel like I need a day for myself after, you know, freaking out about rent.
more quickposts



Invert site colors

  Dark Theme
  Light Theme

Destructoid means family.
Living the dream, since 2006

Pssst. konami code + enter

modernmethod logo

Back to Top

We follow moms on   Facebook  and   Twitter
  Light Theme      Dark Theme
Pssst. Konami Code + Enter!
You may remix stuff our site under creative commons w/@
- Destructoid means family. Living the dream, since 2006 -