European consumer authorities have launched eleven coordinated enforcement actions against ten video game companies concerning the sale and pricing of in-game virtual currencies, the European Commission announced Wednesday.
The Consumer Protection Cooperation (CPC) Network, which comprises national enforcement bodies coordinated 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 investigation covers eleven titles selected for their broad reach, cross-platform availability, and range of age ratings: 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.
The actions stem from key principles the network published in March 2025. Those guidelines mandate that the real-world price of in-game items and currency be displayed prominently. They further stipulate that traders must not mix multiple currencies or require repeated exchanges in ways that obscure the true cost, nor should they pressure players into purchasing more currency than an item requires. Practices such as bundles that deliberately mismatch item prices—leaving players with stranded, unusable balances—are specifically flagged as practices to avoid.
The principles also affirm that players retain a 14-day right of withdrawal, extending to virtual currency purchased but not yet spent. Contract terms granting companies the unilateral right to alter the value of in-game currency, or to close accounts without recourse, are deemed unfair.
Children are classified as inherently vulnerable; any game not exclusively targeting adults should anticipate a significant under-18 player base. High spenders—often termed “whales”—are also designated as a vulnerable group, with the network noting they “are likely to struggle with impulse control or gambling disorders.” Consequently, games built around such monetization models face a stricter fairness assessment.
Cryptocurrencies fall entirely outside this regulatory framework. A footnote explicitly excludes cryptocurrencies and similar digital assets functioning as alternative payment methods via encryption, along with virtual currencies defined under the EU’s fifth Anti-Money Laundering Directive. Currencies obtainable solely through gameplay, never via purchase, are also exempt. The regime targets specifically those currencies bought with real money within closed game economies.
The scrutiny extends beyond pricing. The network stated it is paying particular attention to variable reward mechanics such as loot boxes, especially where they are accessible to or marketed toward children. Dark patterns, aggressive commercial practices, and direct exhortations to children to make purchases—already prohibited under EU law—are also under examination. Misleading countdown timers and unfounded scarcity claims are cited among the manipulative techniques at issue. In the case against Activision Blizzard, the network is additionally examining data collection practices, addictive design elements, default parental controls, and account blocking mechanisms.
The network engaged with industry bodies throughout 2025, holding workshops in June and September. It has since determined that a high number of companies made no substantive changes to their games in response to the published guidance or years of dialogue. While self-regulatory schemes such as PEGI have yielded some improvements, the network concluded they often fail to address the core harmful practices.
