The UK's two made games industry trade bodies – UKIE and TIGA – have released statements in response to news that the Office of Fair Trading is to look into in practice of apps aimed at children sporting in-app purchases.

Both bodies note that freemium releases monetised by in-app purchases are vital for the industry, enabling developers to reach wider audiences and allowing consumers to, in effect, try before they buy.

Indeed, the tone from UKIE and TIGA suggests that the OFT may simply be out of step with how modern monetisation models work.

As such, it's suggested complying with the investigation to almost to help educate the OFT seems be the best course of action.

'Innovative'

"The games industry takes its responsibility to children very seriously and most devices and digital marketplaces have safeguards in place, such as password locks and parental controls, that can prevent children from being able to access in-app purchases," said UKIE's CEO Dr. Jo Twist.

"Consumers are now often able to download and play the latest games for free. In-app purchasing is simply a new and innovative way for consumers to pay for these games and access the extra content that they want.

"We will continue to do everything that we can to raise awareness of in-app purchasing and will be working with the OFT on providing a full response to their investigation."

Dr. Richard Wilson, CEO of rival trade body TIGA, offered much the same take, describing freemium games as an "important commercial model for many games businesses in the UK."

Freemium fuss

"Freemium games give consumers the opportunity to try out games, initially at no financial cost, and then if they like the experience they can make in-app purchases that enhance their enjoyment," added Wilson.

"Game developers and digital publishers must provide evidence for the OFT to enable it to understand business practices in the sector. It is imperative that consumer protection regulations are adhered to at all times."

While the OFT's investigation is designed to investigate whether children are being unfairly targeted by in-app purchases, the body isn't interested in paid apps that potentially target them in the same way.

Weight of responsibility

Indeed, it seems to be that it's the method of payment – and the potentially huge amounts of money that can be spent – that is the issue, rather than the notion of children paying to play games full stop.

The flip side of the argument is that children's parents should also be more prudent when allowing children access to smartphones and tablets – the responsibility for ensuring kids don't drain their parents' bank account shouldn't lie solely with developers.

As part of the TIGA statement, Rebellion CTO Chris Kingsley concludes that it's "always prudent for parents and guardians of children to monitor their children's playing of games", also advocating the use of "safeguards that are built into handsets to prevent a child from accidentally or intentionally buying in-app purchases."