Koei Tecmo is charging Dead or Alive 6 players real-world money to change a characters’ hair colour.
This microtransaction, bizarrely, is exclusive to the PlayStation 4 version of the game, and is done via its existing premium ticket system. The tickets work out at one dollar each, and it costs one ticket to change a character’s hair.
In one of the most egregious microtransactions we’ve ever seen, Dead or Alive 6 charges players to change a character’s hair colour from 16 colours, but that doesn’t unlock the colour for unlimited use thereafter. Rather, you’re just paying to change the colour. A premium ticket is consumed every time you change a character’s hair colour.