Italy investigates Activision Blizzard for pushing in-game purchases

Italy has launched two investigations into Activision Blizzard, owned by Microsoft, over allegations that the company used “misleading and aggressive” commercial practices in its mobile games Diablo Immortal and Call of Duty Mobile.

Italy’s competition regulator, the Autorità Garante della Concorrenza e del Mercato (AGCM), said the investigations focus on game design elements that may push users — particularly minors — to spend extended periods playing and to make in-game purchases by creating pressure not to miss out on rewards.

“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,” the AGCM said in a statement.

According to the regulator, both titles are promoted as free-to-play games but rely on in-game purchases for monetisation. While this model is standard across mobile gaming, the AGCM is examining whether the structure and presentation of purchase options unfairly influence player behaviour.

In Diablo Immortal, players can purchase cosmetic items as well as in-game currency that speeds up progression and unlocks crafting materials, with some bundles priced as high as $200. Spending repeatedly on such items is not unusual for players, and both Diablo Immortal and Call of Duty Mobile have player bases in the hundreds of thousands.

The investigations also cover parental control and safety settings. The AGCM said default configurations appear to allow minors to make purchases, play for long periods without restrictions, and communicate with other players via in-game chat. The regulator also flagged potential privacy concerns, noting that users may be encouraged to accept all consent options when registering, and said it would review how the company collects and uses personal data.

“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 AGCM said.

Activision Blizzard did not immediately respond to a request for comment.