European consumer authorities have opened eleven coordinated enforcement actions against ten video games companies over their virtual currency sales practices, the European Commission announced Wednesday.
The actions target Activision Blizzard UK, Crytek, InnoGames, King.com, Mojang, Plarium Europe, PLR Worldwide Sales, Riot Games, Supercell, and Ubisoft EMEA. The games under investigation 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, selected for their broad reach across devices and age ratings.
Consumer Protection Requirements
The enforcement actions follow principles published by the Consumer Protection Cooperation Network in March 2025. These principles require that real-world prices for in-game items and currency be displayed prominently and that companies avoid obscuring costs through multiple currency exchanges or bundles designed to leave players with stranded balances.
Under the guidelines, players retain a 14-day right of withdrawal for purchased virtual currency, including funds that have not been spent. Contract terms allowing companies to unilaterally change currency value or close accounts without appeal are flagged as unfair practices.
Special Protections for Vulnerable Groups
The network classifies children as always vulnerable, expecting any game not exclusively aimed at adults to account for a significant under-18 audience. High spenders, described as "whales," are also designated as vulnerable, with the network noting they "are likely to struggle with impulse control or gambling disorders."
Additional Areas Under Review
Beyond pricing practices, authorities are examining variable reward systems such as loot boxes, particularly where available to children, along with dark patterns, aggressive marketing tactics, and misleading countdown timers. In the Activision Blizzard case, investigators are also reviewing data collection practices, addictive design elements, default parental controls, and account blocking procedures.
Cryptocurrencies and digital currencies using encryption as alternative payment methods are excluded from the enforcement regime, as are virtual currencies that can only be earned through play and never purchased.
The network conducted workshops with industry representatives in June and September 2025 but found indications that many companies made no substantive changes to their games following the published guidance or earlier discussions.
