Italy Opens Probe Into Microsoft’s Activision Blizzard Over In-App Purchase Practices
ROME: Italy’s competition watchdog has opened two separate investigations into Microsoft-owned Activision Blizzard, alleging that the gaming giant used “misleading and aggressive” practices to push in-app purchases in two of its most popular mobile games, Diablo Immortal and Call of Duty: Mobile. The move puts renewed regulatory focus on free-to-play gaming models that rely heavily on microtransactions.
The Italian Competition Authority (AGCM) said the investigations are examining whether Activision Blizzard’s mobile gaming practices violate consumer protection laws by encouraging excessive spending and fostering gambling-like behaviour. According to the regulator, the alleged conduct raises serious concerns in a sector considered highly sensitive, especially due to the risk of addiction among younger users.
Citing Reuters, the AGCM stated that the Activision Blizzard division was “operating in a manner that violates consumer protection legislation and, in particular, the professional diligence required in a sector highly sensitive to the risks of developing gambling addiction.”
In-App Notifications and Virtual Currencies Under Scrutiny
A key focus of the investigation is the use of push notifications and in-app prompts that allegedly pressure players into purchasing additional content, both during gameplay and outside active gaming sessions. Regulators argue that these repeated prompts can exploit behavioural impulses, particularly among minors and vulnerable users.
The watchdog has also raised concerns about the extensive use of virtual currencies, a common feature in mobile games. According to the AGCM, virtual currencies can mask the real-world cost of in-game items, making it difficult for players to track actual spending.
“The use of virtual currencies could lead gamers, including minors, into spending significant sums, even more than those necessary to progress in the game, without fully realising it,” the regulator said. Such currencies are purchased using real money and are widely used across the mobile gaming industry, but they have increasingly drawn criticism from European regulators.
Concerns Over Parental Controls and Transparency
Beyond monetisation tactics, the Italian regulator has criticised Activision Blizzard’s default parental control settings, calling them inadequate for protecting younger players. The AGCM claims that the existing controls may not sufficiently limit spending or gameplay exposure for minors.
The probe also highlights concerns over legal transparency. According to the regulator, information related to contractual rights and terms is presented in a way that could lead players to “unknowingly waive” certain legal protections. This includes the handling of account suspensions or bans, where players may lose access to digital items they have spent significant amounts of money on, with limited avenues for appeal.
The watchdog further noted a lack of clear remedies for users whose accounts are blocked, potentially resulting in the loss of substantial investments in virtual goods and in-game progress.
Broader Impact on the Gaming Industry
Diablo Immortal and Call of Duty: Mobile are among the most lucrative free-to-play franchises globally, generating billions of dollars through in-app purchases. The Italian investigation adds to growing scrutiny across Europe over monetisation practices in video games, particularly those that resemble gambling mechanics.
While Activision Blizzard has not yet publicly responded to the Italian regulator’s allegations, the outcome of the probe could have wider implications for how mobile games are designed, marketed, and monetised across the European Union.
Our Thoughts from TheTrendingPeople.com
Italy’s move against Activision Blizzard reflects a broader shift in how regulators view the free-to-play gaming economy. As mobile games increasingly blur the line between entertainment and monetised engagement, questions around consumer protection, transparency, and child safety are becoming harder to ignore. If regulators tighten the rules around virtual currencies, notifications, and parental controls, it could force major gaming companies to rethink their revenue models. For players, especially younger ones, the investigations signal a growing effort to ensure fairer and more transparent digital experiences.