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I buy games, new and used, online via third party merchants from Amazon and eBay. The problem I'm about to describe to you doesn't happen so often on eBay, because merchants worth their NaCl take photos of the products in question and post it on the page.

Anyway, about 50% of the PC games I've ordered from Amazon via third party merchants are not natively USA region games. That is to say, they're the EU version, and I can tell because they have the PEGI rating label on them instead of the North American ESRB rating label. It's not a problem as far as actually getting the game to run. The problem lies in the fact that the EU (and it's client countries) and the USA have different censoring laws, so some content in the European version of an American game may be cut.

Another problem is that some expansion packs aren't interchangeable with different region games. A prime example is the expansion for Sacred 2. Many an American player was disappointed when he or she received his or her imported copy of Ice and Blood, only to find that they had to have installed the European version of Sacred 2 to get it to work.

Needless to say, it's doubly important to label the region of DVD movies. I have multiple DVD players for multiple regions for that very reason.

In short, if you have aspirations of opening up your own video game/comic book/tabletop RPG shop, and you're going to sell online, be sure to properly label the region in which your products were published. And calling a product an "import" just because it's stamped with "Made in China" is cheating.
I havent had this problem but if I was in doubt I would probably contact the Amazon/ebay seeler to ask. At least then if it turns out to be in import. you would know about it or you would be able to argue a good case.
Oh yes. Yes I do. In fact, it's my livelyhood.

I always make sure to mention if the game is not a standard US issue. I don't label items as "import". I mention that the game is from Europe or Japan, the rating system, or if anything might be off about it (censorship, missing features, bonus stuff and such). I've been selling on eBay for more than five years and well, I have to make sure I'm covered in case an idiot bids on something because he didn't read the description properly.