Epic Games, the powerhouse behind the globally popular Fortnite, finds itself embroiled in another legal battle.  The company, known for its Unreal Engine and its fight against Apple and Google's app store practices, is now facing allegations of employing deceptive sales strategies within Fortnite's Item Shop.

A lawsuit filed in San Francisco accuses Epic Games of utilizing manipulative tactics aimed at younger players. The plaintiffs argue that the Item Shop's countdown timers create a false sense of urgency, pressuring players into making purchases under the belief that items will disappear. The lawsuit contends that these items often remain available even after the timer expires, contradicting the implied scarcity.  This practice, the lawsuit claims, violates consumer protection laws by employing misleading advertising and creating artificial sales pressure.

The core of the complaint revolves around the rotating nature of the Fortnite Item Shop and how its presentation allegedly misleads players.  The plaintiffs allege that the countdown timers, combined with fluctuating discounts, create an environment ripe for impulsive purchases, particularly among younger, less discerning players.

In response to the lawsuit, Epic Games has issued a statement refuting the claims and asserting that the complaint misrepresents the Item Shop's operation. The company points to its removal of the countdown timer last year and the implementation of safeguards against accidental purchases. These measures include a 'hold-to-purchase' function, instant cancellation options, self-service refunds, and user control over saved payment information.  Epic also emphasizes that players under 13 require parental consent for purchases, with additional parental controls available through PIN-protected transactions.

This isn't Epic's first encounter with scrutiny regarding its in-app purchase practices.  Last year, Dutch regulators imposed a fine exceeding $1.2 million on the company for alleged child safety violations related to Fortnite's Item Shop.  Epic has appealed this decision, and the matter remains pending.