Honestly, I wish a major country (sorry, Belgium isn't big enough) rules that any "hidden knowledge" purchases are gambling, and outlaws them under everything except gaming laws. Including booster packs for things like Magic (physical, not just digital), the Popcap "hidden" figurines, etc. So both real life and digital, if you don't know exactly what you're purchasing, it's gambling.
Others may disagree, but IMO that's what should happen, but it would only change company behavior if it was either the EU, Japan, or the USA. Just about anywhere else, major companies would just pull out of the country rather than change their whole business model.