The European consumer protection authorities, coordinated by the European Commission, have launched actions in the gaming sector against several video game companies to promote transparency and fairness in consumer rights, especially for minors.

On September 30, the European Commission announced that, under the Consumer Protection Cooperation (CPC) Network, coordinated actions were initiated against ten gaming companies, including Activision Blizzard UK Limited, Crytek GmbH, and Ubisoft EMEA SAS, among others. These initiatives aim to ensure the full application of EU principles in the gaming sector, particularly regarding in-game virtual currencies.

One of the coordinated actions announced by the European Commission was led by the Italian competition authority, in collaboration with consumer protection authorities from Norway and Denmark, targeting Activision Blizzard UK Limited and other Microsoft group companies. This action seeks to verify the existence of widespread violations of consumer protection norms that could harm consumers residing in three or more EU member states.

This coordinated action complements ongoing investigations initiated by the Italian authority last December against certain Microsoft group companies concerning the video games Diablo Immortal and Call of Duty. Allegations include a lack of transparency and fairness in the use of virtual currencies within the games.

In-game purchase prices are often expressed in currencies (such as platinum or diamonds) different from euros, which can obscure the actual spending for players, particularly vulnerable consumers like minors and those at risk of gaming addiction. Other design mechanisms, such as predefined currency bundles and manipulative interface designs, further complicate the clarity and control over spending for players.