EU regulators investigate video game giants over virtual currencies and in-game spending

Coordinated regulatory action across the European Union

National consumer protection authorities across the European Union, operating through the Consumer Protection Cooperation Network, initiated formal investigations into several prominent video game publishers on Wednesday. Coordinated with the European Commission, the enforcement sweep involves national regulators such as Ireland's Competition and Consumer Protection Commission, the Netherlands' Authority for Consumers and Markets, France's DGCCRF, and Belgium's SPF Économie. In total, authorities opened 11 investigations examining practices across nine gaming companies, including Mojang Studios, Supercell Oy, King, Ubisoft, and Riot Games. Regulators are evaluating whether monetization mechanisms in titles such as Minecraft, Candy Crush Saga, Clash of Clans, Valorant, and Forge of Empires breach European consumer rights legislation.

Pricing transparency and virtual currency mechanics

The investigations focus primarily on how games utilize intermediate virtual currencies, including coins, diamonds, and gold bars, which players purchase with fiat money to exchange for in-game goods. Regulators contend that converting real currency into abstract tokens obscures the actual monetary cost of digital goods and character modifications. Consumer bodies are demanding that publishers display real-world euro prices alongside in-game currencies to prevent spending disorientation. The CPC Network also raised objections against currency bundling practices, where minimum purchase packages, such as 25 gold bars or 220 diamonds, rarely align with the precise price of individual digital items. This structure frequently leaves players with leftover virtual balances that incentivize additional transactions.

Protections for minors and predatory design patterns

In addition to pricing mechanics, enforcement agencies are reviewing deceptive interface designs known as dark patterns, countdown timers that create artificial urgency, and unfounded claims regarding item scarcity. A central component of the investigation addresses safeguards for young players, given that children represent a significant portion of the gaming demographic. European rules prohibit direct appeals that encourage minors to buy items or urge adults to make purchases on their behalf. For games not restricted exclusively to adults, authorities advocate that options to spend real currency should remain deactivated by default. Parallel proceedings targeting Activision Blizzard focus on Diablo Immortal and Call of Duty Mobile, evaluating data harvesting, parental controls, and addictive structural mechanics.

European Commissioner for Justice and the Rule of Law Michael McGrath addressed the responsibilities accompanying access to the European single market.

The industry must ensure that its games do not expose players, especially children, to harmful or unfair practices. The game must be fair and the rules must be respected.

Regulatory precedent and market scale

The coordinated action follows a period of voluntary engagement initiated in March 2025, when the CPC Network established transparency principles for digital game economies. European officials noted that a high number of publishers failed to implement substantive adjustments following those consultations. Previous enforcement actions include a penalty of over €1.1 million imposed on Epic Games by the Dutch ACM in 2024 for applying commercial pressure on minors. The current regulatory scrutiny addresses a sector where 51% of European citizens played video games in 2025, generating a total European market valuation of €29.7 billion. Under EU consumer statutes, authorities insist that players retain a 14-day right of withdrawal for transactions involving unused virtual currencies.