lol
Not given away any in maybe 20-30 hours of play, got given one, and scored.
The refs have definitely been fudged to make up for dodgy programming.
In PES 09, dribble towards goal, defender just reaches you (as defender sprint >= attacker dribble) defender on inside of you/closer to goal, fake shot + turn away from goal = guaranteed penalty from clumsy awkward challenge. Nothing the defender/CPU can do.
In PES 10, try that same nonsense, the defender will prob not go to ground, and will then rob you of the ball with a standing challenge. Or a half-decent defender will go to ground, and because he has fairly high defence stats, he will magically never concede a penalty.
I quite like it though. It means I'm no longer afraid of making covering challenges in the box. Just make sure you're clear of anyone blocking your "route to man" though.
That's how I got my pen - defender tried to challenge the shooter but took out the supporting attacker (Top Player CPU lol)
To score pens, the higher the shot/freekick accuracy, the more accurate the shot is.
The higher the shot power, the less likely it is the keeper can keep it out.
A short tap of shoot will place it down the middle, inaccurate shooters will see the shot waver around that perfect centre.
In the step or 3 before the taker connects with the ball, the longer you hold down a direction, the more likely the taker will try something ambitious like placing it in the top corner and messing up.
That said, a short, confident press of shoot, and then medium length confident direction push with a decent striker of the ball will result in some nice penalties right in the corners.