The UK Competition and Markets Authority (CMA) announced the commencement of a market study targeting pay-to-win features and loot box mechanics in the video gaming industry. The inquiry focuses on understanding how these elements affect consumers, especially regarding transparency, fairness, and potential financial harm. The CMA's investigation will scrutinize the business models of game developers, publishers, and platform holders operating within the UK market. This new study reflects ongoing regulatory concerns about the gaming sector's monetization strategies that may lead to unfair consumer outcomes. Throughout 2023, the CMA will collect evidence from industry participants and gamers to examine the scale and impact of these practices. Outcomes of the study could inform future regulatory interventions to promote fairer commercial behavior and greater market transparency in the gaming sector.