Key facts
- EU consumer authorities have opened eleven coordinated actions against ten video games companies over in-game virtual currency sales.
- The actions target practices such as not showing real-world prices, mixing currencies to obscure costs, and leaving players with stranded balances.
- Players retain a 14-day right of withdrawal for unused virtual currency.
- Games with variable reward systems like loot boxes, especially those aimed at children, are under scrutiny.
- Cryptocurrencies are excluded from these regulatory principles.
- The investigations also examine dark patterns, aggressive commercial practices, and misleading scarcity claims.
European consumer authorities have initiated eleven coordinated actions against ten video games companies concerning the sale and pricing of in-game virtual currencies. The Consumer Protection Cooperation Network, comprising national enforcement bodies and coordinated by the European Commission, identified Activision Blizzard UK, Crytek, InnoGames, King.com, Mojang, Plarium Europe, PLR Worldwide Sales, Riot Games, Supercell, and Ubisoft EMEA as targets.
The selected games, including Minecraft, Candy Crush Saga, Valorant, and Diablo Immortal, were chosen due to their widespread availability and diverse age ratings. These actions are based on key principles published in March 2025, which mandate the prominent display of real-world prices for in-game items and currencies. The guidelines also stipulate that companies should avoid practices that obscure costs, such as mixing multiple currencies or requiring repeated exchanges, and should not pressure players into buying more currency than needed for an item. Bundles that result in players having leftover balances are also flagged for avoidance.
Players are entitled to a 14-day right of withdrawal, even for virtual currency that has been purchased but not spent. Contractual terms that allow companies to unilaterally alter the value of in-game currency or close accounts without recourse are deemed unfair. The guidelines specifically address children as a vulnerable group, stating that any game not exclusively for adults must anticipate a significant number of under-18 players. High-spending players, referred to as "whales," are also considered vulnerable due to potential impulse control or gambling disorder issues, subjecting games designed around them to a stricter fairness test.
Cryptocurrencies and similar digital payment alternatives are explicitly excluded from these principles. The regulatory focus is on virtual currencies bought with real money within closed game economies. The investigations extend beyond pricing to include variable reward systems like loot boxes, particularly when targeted at children, as well as dark patterns, aggressive sales tactics, and direct exhortations to children to make purchases, all of which are prohibited under existing EU law. Misleading countdown timers and unfounded scarcity claims are among the techniques being examined. In the case of Activision Blizzard, data collection practices, addictive design elements, default parental controls, and account blocking are also under review.
These actions follow a dialogue initiated with industry bodies last year, including workshops in June and September 2025. The network found that many companies had not made substantial changes to their games in response to the published guidance or previous discussions. While self-regulation schemes like PEGI have led to some improvements, they have often failed to address the core issues of harmful practices.