European consumer protection authorities, coordinated by the European Commission, have launched coordinated actions in relation to video game companies, with the aim of promoting transparency and fairness to protect the rights of consumers playing video games, particularly minors.

On 30 September 2026, the European Commission announced the launch of coordinated actions within the Consumer Protection Cooperation (CPC) Network, pursuant to Regulation (EU) 2394/2017.  These relate to ten video games companies operating in the gaming sector (Activision Blizzard UK Limited, Crytek GmbH, InnoGames GmbH, King.com Limited, Mojang AB, Plarium Europe S.à.r.l., PLR Worldwide Sales Limited, Riot Games Limited, Supercell Oy, and Ubisoft EMEA SAS).  These initiatives aim to ensure the full application of the EU Key Principles on In-game Virtual Currencies, in order to promote transparency and fairness and protect the rights of consumers, particularly minors, playing video games.

One of the coordinated actions announced by the European Commission was launched by the Italian Competition Authority, acting as the lead authority, together with the consumer protection authorities of Norway and Denmark.  This action is directed at Activision Blizzard UK Limited and other Microsoft group companies and seeks to establish whether a “widespread infringement” has occurred as defined in Article 3(3) of Regulation (EU) 2017/2394, i.e., conduct contrary to EU consumer protection rules likely to harm the interests of consumers residing in three or more EU Member States.

This coordinated action therefore provides a broader context for the investigations previously launched by the Authority at national level last December, into certain Microsoft group companies in relation to the video games Diablo Immortal and Call of Duty.  The Authority expressed concerns about a lack of transparency and fairness in the use of virtual currencies within games by the companies in question.  In online games, in-game purchases (such as cosmetic upgrades and weapon upgrade packs) are often priced in currencies other than euros (such as platinum, globes or diamonds), but ultimately involve– a payment in euros, either directly or indirectly, via multiple virtual currencies.  This is accompanied by other game-design mechanisms (such as selling virtual currency in bundles), the use of dark patterns, inadequate parental controls, and a lack of assistance when accounts are blocked.  These practices make it difficult for gamers, particularly vulnerable consumers, such as minors and individuals at risk of gaming addiction, to understand and keep track of how much money they are spending.

Rome, 8 October 2026

EC press release: Consumer protection authorities ramp up action to protect gamers' rights