“Loot boxes” in video games are attracting (gambling) regulatory interest in various jurisdictions. The Gambling Commission in Great Britain took a close look at virtual items, skins betting, esports, virtual currency and social gaming in 2016/17. It reached a sensible conclusion on loot boxes, taking the view that, provided the virtual items acquired remain “in game”, they are unlikely to constitute “gambling”. Essentially, they view it as the same as freemium social gaming: no prize in “money or money’s worth”. It is important to remember that these games are subject to consumer law regulation in any event. Gambling regulation would be disproportionate and inappropriate.