The Entertainment Software Rating Board (ESRB) is an American regulatory organization that assigns age and content ratings to consumer video games. Today the ESRB announced a new label to indicate games that include in-game purchases of loot-boxes or similar randomized gambling items. This update will compliment the existing In-Game Purchases notice which applies to games with non-randomized purchasable items such as DLC etc.

In April 2018 the ESRB began assigning Interactive Elements to physical video games with the In-Game Purchases and Users Interact notices. The In-Game Purchases Interactive Element informs parents and other consumers of when a game offers the ability to purchase additional items without leaving the game. To provide even greater transparency about the nature of in-game items available for purchase the ESRB will now begin assigning a new Interactive Element: In-Game Purchases (Includes Random Items).