Summary
- European consumer watchdogs have initiated coordinated actions against nine gaming companies regarding their in-game currency sales.
- New guidelines mandate the display of real-world prices and a 14-day withdrawal right for unused currency.
- Cryptocurrencies are specifically excluded from these regulations.
The European Commission announced on Wednesday that consumer authorities have launched eleven coordinated actions against ten video game companies concerning their sales and pricing strategies for in-game virtual currencies.
The Consumer Protection Cooperation Network, which includes national enforcement agencies and is managed by the Commission, identified Activision Blizzard UK, Crytek, InnoGames, King.com, Mojang, Plarium Europe, PLR Worldwide Sales, Riot Games, Supercell, and Ubisoft EMEA in a joint statement.
The games under scrutiny include Diablo Immortal, Call of Duty Mobile, Hunt: Showdown 1896, Forge of Empires, Candy Crush Saga, Minecraft, Mech Arena, Gardenscapes, Valorant, Clash of Clans, and For Honor. These titles were selected due to their wide reach, device availability, and varying age ratings.
This initiative follows the key principles published by the network in March 2025. The principles state that the real-world prices for in-game items and currencies must be clearly displayed. Additionally, companies should avoid mixing different currencies or creating situations that obscure costs, as well as refrain from encouraging players to purchase more currency than needed for items. Practices that leave players with unspent balances from mismatched bundles are also discouraged.
Players will retain a 14-day right to withdraw from purchases, including for any virtual currency that remains unused. The guidelines highlight that contract terms allowing companies to unilaterally alter the value of in-game currencies or terminate accounts without recourse are deemed unfair.
Recognizing that children are particularly vulnerable, the guidelines assert that any game not exclusively targeted at adults should anticipate a significant number of players under 18. Additionally, high spenders, referred to as "whales," are classified as a vulnerable group due to potential impulse control issues or gambling problems, necessitating stricter fairness assessments for games designed around them.
Importantly, cryptocurrencies are not included in this regulatory framework. A footnote clarifies that cryptocurrencies and similar digital currencies, which serve as alternative payment methods using encryption, are exempt, along with virtual currencies defined in the EU's fifth anti-money laundering directive. Currencies that can only be earned through gameplay and not purchased are also excluded. The focus of these regulations is on currencies acquired with real money within closed gaming ecosystems.
The actions extend beyond pricing concerns. The network is paying close attention to variable reward systems, such as loot boxes, particularly those targeted at children, along with aggressive marketing tactics and direct solicitations for children to make purchases, which are already prohibited by EU law. Techniques such as misleading countdown timers and false scarcity claims have been flagged as problematic. In the case involving Activision Blizzard, the network is also reviewing issues related to data collection, addictive game design, default parental controls, and account blocking.
Last year, the network began discussions with industry stakeholders, conducting workshops in June and September 2025. They have since observed that many companies did not make significant changes to their games in response to the guidance or extensive discussions. While self-regulation efforts like PEGI have led to some improvements, they often do not adequately address the root of harmful practices.