Exploring Consumer Detriment in Immersive Gaming Technologies

Recent technological advances have led to immersive consumer experiences becoming increasingly common. However, there has been relatively little discussion of the consumer detriment that results from the exploitation of immersion. In this article, we argue that a consumer who is immersed is particularly susceptible to detriment because of their immersion and that the law on unfair commercial practices can, and should, play a central role in addressing this. The focus is upon immersion in videogames, but the lessons drawn extend to other areas.