Italy Probes Activision Blizzard Over In-Game Purchases
Italy has officially launched dual investigations into Microsoft-owned Activision Blizzard, targeting the company’s monetization tactics in two of its most popular mobile titles: Diablo Immortal and Call of Duty Mobile. The Italian Competition Authority—known as Autorità Garante della Concorrenza e del Mercato (AGCM)—alleges that the games employ “misleading and aggressive” design strategies to push users, especially minors, into making in-game purchases they may not fully understand or intend.
The probe zeroes in on how these free-to-play games use psychological nudges, time-limited rewards, and opaque virtual currency systems to encourage spending. For parents and players alike, this raises urgent questions about transparency, consent, and the ethics of monetizing digital entertainment aimed at younger audiences.
What Sparked Italy’s Investigation?
At the heart of the AGCM’s concern is the way Diablo Immortal and Call of Duty Mobile blur the line between gameplay and commerce. While both titles are marketed as free, they heavily rely on microtransactions—offering everything from cosmetic upgrades to gameplay advantages through in-app purchases.
Regulators argue that the games deploy “dark patterns”: user interface designs that subtly pressure players into spending. Examples include countdown timers on exclusive offers, misleading progress bars, and confusing conversions between real money and in-game currency. These tactics, the AGCM claims, can trick even savvy users—and particularly children—into overspending without realizing the true cost.
Why Minors Are a Key Focus
Children and teens are especially vulnerable to these monetization mechanics. Many lack the financial literacy to grasp how small, repeated purchases can add up quickly—sometimes totaling hundreds or even thousands of dollars.
In Diablo Immortal, for instance, progressing past mid-game content often requires either extreme time investment or significant spending on legendary gems and other premium items. The game’s infamous “pay-to-win” reputation has drawn criticism since its 2022 launch, but Italy’s move marks one of the strongest regulatory responses yet.
The AGCM emphasized that when games are accessible to minors yet structured to incentivize constant spending, they cross an ethical—and potentially legal—line. Italian law strictly protects consumers from unfair commercial practices, with heightened safeguards for underage users.
A Broader Crackdown on Gaming Monetization?
This isn’t happening in isolation. Across Europe, regulators are increasingly scrutinizing how video games monetize player engagement. Belgium and the Netherlands have already banned loot boxes, classifying them as gambling. The UK and France are also reviewing similar practices.
Italy’s investigation could set a precedent for how free-to-play mobile games are allowed to operate within the EU. If the AGCM finds Activision Blizzard in violation, the company could face hefty fines and be forced to redesign core parts of its in-game stores and progression systems.
For Microsoft, which acquired Activision Blizzard in 2023, the timing is delicate. The tech giant has worked to position itself as a responsible steward of gaming ecosystems—but high-profile controversies like this challenge that narrative.
What This Means for Players and Parents
If you’re a player—or a parent of one—it’s worth taking a closer look at your device’s purchase settings. Both iOS and Android offer robust parental controls that can require passwords for every transaction or disable in-app purchases entirely.
Beyond settings, awareness matters. Understanding how games use urgency (“Offer ends in 2 hours!”) or artificial scarcity (“Only 3 left!”) can help players make more informed choices. Transparency around pricing, clear labeling of paid content, and honest communication about odds (like in loot boxes) are becoming baseline expectations—not luxuries.
The Future of Free-to-Play Games
Free-to-play doesn’t have to mean exploitative. Many mobile games successfully balance accessibility with fair monetization—offering optional cosmetics or convenience boosts without gatekeeping core enjoyment behind paywalls.
But as Italy’s investigation shows, the line is thin. Regulators are watching, and developers may soon need to choose: adapt to stricter ethical standards or risk legal and reputational fallout.
For now, all eyes are on Rome. The outcome of this case could reshape how millions of players experience mobile gaming—not just in Italy, but across the globe.
