Over the last five years, there has been an ever-increasing degree of monetisation in mainstream video games. The situation has sparked debate not only among gamers but also in the mainstream press. Loot boxes and the entire business model of “pay to start” has finally reached the scrutiny of several national governments. Furthermore, the triple A video games industry has been held to account and pressed to justify such practises. Yet despite the public attention and a degree of pushback from some gamers, the situation doesn’t in anyway look like it’s going to be resolved. In fact sales data seems to show that despite some negative coverage both in the video games media and the traditional press, games with egregious business models are far from being rejected by customers. Quite the opposite. Ironically two of the worst offenders that have recently been held up as games that exploit gamers financially, have just achieved record sales. Both Mario Kart Tour and NBA 2K20 have proven to be massive hits.