If the virtual currency is only obtained by purchasing it in a real-world transaction then the store front and any inducements to purchase items will be considered to be advertising for the purposes of the CAP Code. This is because the virtual currency is acting as a direct proxy for real money, and the decision to spend it is fundamentally a decision to spend real money. However, if that virtual currency can be earned in the game, then it is considered to be an in-game resource in its own right, regardless of whether players can also pay to ‘top up’. In this case, it is no longer a direct substitution for real money and any inducement to or presentation of purchase with the virtual currency would not be considered to be advertising.