More than Just a Game Conference 2026: Key Insights

Last week, DLA Piper proudly sponsored this year’s More Than Just a Game (MTJG) conference at the historic Old Hall, The Honourable Society of Lincoln’s Inn, London. Members of DLA Piper’s Media, Sport and Entertainment sector group were delighted to attend the two-day event, which over the last 11 years has become a leading forum for critical conversations at the intersection of interactive entertainment, law and policy. This year’s theme, ‘Beyond the Game’, prompted wide-ranging discussion on how legal and regulatory frameworks, as well as private governance, are keeping pace with developments in the video games industry.

We provide our key insights from the event below.

Authorship and AI

Speakers explored the changing landscape of authorship and creative contributions in video games development, and how these may be recognised, labelled, protected (whether by intellectual property rights or contractually) and exploited. With AI-generated and AI-assisted content and AI systems now an integral part of the development process, a central question is how existing IP frameworks apply to works created with or by AI tools. The sessions highlighted the growing need for clarity on whether AI generated and/or-assisted outputs attract copyright protection, and how studios and publishers can best safeguard their creative investments through contractual arrangements. It also highlighted SAG and other guild/union interest in AI (as well as digital replicas, see more below).

For a broader overview of the international position on authorship and AI, see DLA Piper’s insight article: Can AI-generated content be protected by copyright? The state of play in the UK, EU and China.

Ownership, Control and Reputation

Speakers addressed ownership, control and reputational issues surrounding virtual identities, including avatars and in-game skins. Speakers explored whether the copyright debate around ownership is rendered moot where the end user licence agreement (EULA) contains an assignment of rights, the intersection between virtual identities and image or personality rights (where available), the effect of game shutdowns, and the impact of union and guild interest and agreements (such as SAG) where personas are based on the voice or physical likeness of an individual.

Speakers also explored how different legal regimes (with a focus on the UK, EU and US) are equipped, or are evolving, to address ownership, licensing and interoperability issues arising from user-generated content in video games, including in the context of mods, skins and machinima. For related insights on emerging regulatory developments surrounding in-game assets such as skins, see our blog post: Skins Gambling in the UK: DCMS Calls for Stronger Regulation and Safeguards.

In relation to game shutdowns, attention was given to the ‘Stop Killing Games’ consumer movement, which advocates for the preservation of video games after publishers shut down their servers. Speakers highlighted the friction between developers and publishers on the one hand, and player expectations on the other, particularly in the context of licensing, live services and server-dependent game publishing. This is an area where consumer protection and contractual frameworks may come under increased regulatory scrutiny. We have previously written on the UK Government’s stance here: Video Games: UK Government confirms it will not amend consumer law to require video game publishers to support old versions of their games.

Player Data and Consumer Protection

The collection and analysis of player data within contemporary game ecosystems was another key topic. Speakers discussed data-driven design, player consent and the growing commodification of player behaviour, highlighting the interplay between regulation and governance. The consensus was that the regulatory approach should seek to balance the need for creative freedom with appropriate safeguards to protect players (including existing age ratings and verification, prohibitions on ‘dark patterns’, compliance with children’s codes and broader consumer and data protection legislation), rather than unduly restricting players or gameplay.

On the theme of children’s data and access specifically, significant UK regulatory developments are on the horizon: DLA Piper has recently examined proposed amendments to the Children’s Wellbeing and Schools Bill, including a potential increase to the age of consent for data use and new Online Safety Act powers to restrict under-16s’ access to social media –  see: Online Safety Act: new powers proposed to restrict children’s access to online services and Online Safety Act: new steps towards restricting children’s access online.

In-Game Currencies and Regulatory Developments

Speakers also explored the regulatory treatment of in-game currencies, with particular focus on the potentially significant impact in Europe of the consumer protection guidelines published in March 2025 by the Consumer Protection Cooperation (CPC) network (the CPC Guidance). By way of recap, the CPC Guidance sets out key principles applicable to closed in-game virtual currencies –  that is, ‘digital representations of value that are purchased with real-world money value and then used by consumers to pay a price in exchange for the supply of in-game digital service or content within a video game’. Notable requirements include obligations on publishers to display real-world prices and pre-contractual information alongside the in-game currency, and to avoid tactics that encourage vulnerable players to purchase more in-game virtual currency in order to continue playing.

While the CPC Guidance interprets existing EU consumer law and is non-binding, speakers agreed that its principles are likely to be incorporated into the EU’s proposed Digital Fairness Act. This legislative initiative which, following a public consultation that closed in October 2025, is now expected in draft form by the end of 2026, aims to tackle consumer detriment arising online from dark patterns, marketing by social media influencers, addictive design and unfair personalisation practices. For developers and publishers operating in or targeting the European market, this is a development worth monitoring closely.

End-game remarks

This year’s MTJG conference underscored that the legal and regulatory landscape for the video games industry continues to evolve at pace. From the IP implications of AI-assisted content creation to the treatment of virtual identities, player data and in-game economies, the sessions highlighted the breadth of issues that developers, publishers and their legal advisers must navigate. With significant EU legislative developments on the horizon (including the Digital Fairness Act) and ongoing debates around game preservation and consumer rights, industry stakeholders would be well advised to keep these themes firmly on their agenda.