Italy's competition authority has turned its attention to one of the biggest names in gaming. The Autorità Garante della Concorrenza e del Mercato (AGCM) recently opened investigations into Activision Blizzard (now part of Microsoft) focusing on the free-to-play mobile titles Diablo Immortal and Call of Duty Mobile. Regulators are examining whether the company's approach to in-app purchases crosses the line into misleading or aggressive territory, potentially harming consumers, especially younger players.
The AGCM launched two separate probes after concerns surfaced about how these games encourage spending and extended play sessions. Both titles are marketed as free downloads, but they rely heavily on optional purchases for cosmetics, progression boosts, and other items. Some bundles in Diablo Immortal, for instance, can run up to $200, and the authority worries that players might end up spending far more than intended."In the Authority’s view, the company may be acting in breach of consumer protection rules and, in particular, the duty of professional diligence required in a sector that is particularly sensitive to the risks of gaming-related addiction," the organisation wrote.
A key issue highlighted by the AGCM involves user interface designs that could push players to return frequently and stay longer. This includes repeated prompts during and outside of gameplay urging users not to miss limited-time rewards, time-sensitive offers, and notifications designed to create a sense of urgency. The watchdog also points to challenges in understanding the true value of virtual currencies, often sold in predefined bundles, which can obscure how much real money is being spent."These practices, together with strategies that make it difficult for users to understand the real value of the virtual currency used in the game and the sale of in-game currency in bundles, may influence players as consumers – including minors – leading them to spend significant amounts, sometimes exceeding what is necessary to progress in the game and without being fully aware of the expenditure involved," AGCM wrote.
Parental controls in both games are under scrutiny too. The authority notes that default settings provide a "lower level of protection" for minors, permitting in-game purchases, unlimited playtime, and unrestricted interactions with other players. Parents would need to actively adjust these to tighten restrictions, which the AGCM sees as problematic in a space where addiction risks are high.
The investigations extend to data privacy practices. Regulators want to determine if users, including kids, are being steered toward granting full consent for personal data processing including profiling for commercial purposes under the impression that it's required to play. There's also a look at whether players receive clear information about their contractual rights and if the company adequately handles account blocks that could result in lost digital purchases.
These mobile games generate massive revenue for Activision Blizzard, often outpacing earnings from traditional PC and console titles in recent years. With hundreds of thousands of active users worldwide, including a significant number of minors, the potential impact is substantial.
The AGCM's move fits into a broader European push to regulate aggressive monetization in free-to-play games, from loot boxes to manipulative designs. No fines or penalties have been announced yet, as the probes are in early stages, but the outcome could influence how the industry handles in-app spending going forward.
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