By doing so, developer KingsGroup and publisher FunPlus are misleading consumers into believing that they’re getting a bargain on their purchases, when in fact they’re paying full price. The trio state that the game’s ads promise limited-time discounts which have been listed for years.

Under California law - where the lawsuit was filed - false pricing schemes are illegal, and plaintiffs Kimberly Surette, Staci Turner and Angela Prado argue that they wouldn’t have made purchases at a discount cost had they known that the discounts didn’t exist. 'FunPlus never sells these items at their price, it just offers false discounts from an original price that did not exist, and its players bought packs on “sale” that were the same prices they would ordinarily pay.' The price of business 'In its direct marketing to consumers (including representations made at the time of purchase), FunPlus advertises false former prices to induce players into believing they must act quickly to take advantage of a limited-time sale price,' reads the lawsuit. However, the claimants state that the game advertises discounts on in-game purchases, as well as lying about sales to encourage purchases. Since its release in 2019, State of Survival has generated over a billion dollars in revenue worldwide.

The suit claims that the companies have misled customers about the cost of in-app purchases in the game State of Survival. A class action lawsuit has been filed against FunPlus and KingsGroup, alleging that the companies are engaging in false advertising, reports.

State of survival mobile ads