European consumer authorities have launched nine investigations into various video game companies to ensure fair practices regarding in-game purchases. The investigations aim to prevent misleading representations of costs associated with virtual currencies used in games.

The authorities are particularly concerned about how in-game purchases, such as upgrades and skins, are often presented in non-monetary terms, making it difficult for gamers to understand the real-world costs. This lack of clarity poses significant risks, especially for younger players.

Martijn Ridderbos from the Dutch competition authority, ACM, emphasized that spending in-game currency equates to spending real money, and companies must not employ deceptive tactics that lead to unexpected costs for consumers.

Despite previous discussions with the gaming sector, the proposed changes were insufficient to address the identified issues, prompting regulators to take formal action. The investigations include major companies like Crytek, Ubisoft, and Riot Games, among others.

Additionally, the authorities highlighted broader consumer issues in the gaming industry, such as the use of 'dark patterns' and loot boxes, which raise concerns about gambling elements in games. ACM has called for stricter regulations, including a potential ban on loot boxes and virtual currencies in games targeted at minors.

To ensure consistent enforcement across Europe, the consumer authorities are collaborating through the Consumer Protection Coordination Network (CPC), aiming for a level playing field for gaming companies across the EU.