I went to see my MP about this issue a few years ago now and have kept in correspondence with him since then. And i could not be happier with this outcome. I am a 30 something gamer. I grew up with computer games. And having watched how gaming has expanded into new mediums, some of the tactics employed in those mediums started to be deployed in the mature marketplace i frequented. I am of course talking about mobile gaming - and the pseudo gambling mechanics where players (a large part of whom are kids) are targeted by essentially rolling the dice to gain power within these games. The games industry believed they could start to push this into the more mature market spaces. And EA in particular thought the time was ripe to push pseudo gambling into triple A releases.
See the following for how this developed and the man responsible:
https://www.youtube.com/watch?v=PTLFNlu2N_M&t=689s
This was most profoundly seen with the release of Battlefront II. The backlash was huge. The comment by an EA community manager is still i believe the most downvoted comment in Reddit history - and is something of a continuing meme amongst gamers. Their sense of "pride and accomplishment" really must be quite something now that law lords and regulators will be descending on their business practices. And serves them damn well right in my view.
Most of this would not have been possible were it not for the efforts of two people in particular. The first is the late John Bain - AKA TotalBiscuit. He talked extensively about this and helped raise awareness about the issue. Sadly he lost his battle with cancer (the BBC had it as their front page - so clearly he had reached a fame beyond most ordinary Youtube personalities). But the mark he left on the gaming industry is profound. And in specific relevance to this issue, i direct you to the following:
https://www.youtube.com/watch?v=YMDGPSWWA18&t=585s
The other man is Jim Sterling. Who i am happy to say is still alive and kicking and fighting the good fight in terms of consumers and industry employment rights. He was talking about this way before anyone else. And he above all others probably has the most credit to take for things like this. His most relevant video on this matter is the one immediately after the Battlefront II fiasco - found here:
https://www.youtube.com/watch?v=NLDid1UNyg8
There are of course many others. And a small army of mature gamers, myself included, have been banging the drum for the past few years trying to call this out for what it is - gambling. One only need look at the rotten filth they produce as promotional material. Games which are targeted at kids and make literally no attempt to hide how they are using gambling mechanisms to target vulnerable people. The video in question is of Joe Vargas - AKA Angry Joe - another stalwart against egregious monetisation:
https://www.youtube.com/watch?v=g-BuUqsd71w&t=326s
As for me - many of my friends who game have had or probably would have had a gambling problem. We instead directed ourselves towards gaming as we saw it as a safe medium where we could enjoy the "thrill to win" in a non harmful and far less damaging way than by gambling. And we looked on in horror as our entertainment form of choice was being poisoned from the inside by companies like EA and its CEO Andrew Wilson who were trying to push the psychological buttons that we had collectively tried to neuter.
So in conclusion. Is this a good thing - Absolutely yes! My one regret is that parasites like Andrew Wilson wont be thrown in jail. The media and politicians (Donald Trump) swarm all over video games when they have violent or sexual content - despite that content being in abundance in other forms of media. And claim it causes mass shootings or all sorts of other nonsense, even though there is literally no proof and consecutive studies have shown that their is no causal link. But when it comes to ACTUAL gambling ACTUALLY targeted at kids it has seemed at times that society has some sort of collective amnesia. Thankfully this looks as though it is being rectified now. And long may it continue.