European Consumer Watchdogs Launch Coordinated Enforcement Action Against Major Game Publishers Over In-Game Currencies

Video game publishers can no longer hide the real-world cost of their virtual currencies behind opaque digital storefronts in Europe. Consumer protection authorities have launched a sweeping, coordinated enforcement action against nine of the industry's largest companies, targeting the monetization practices powering massive global hits like Minecraft, Candy Crush Saga, and Clash of Clans.[1][2]

The regulatory crackdown is being spearheaded by the European Commission's Consumer Protection Cooperation (CPC) Network, working alongside national watchdogs such as Ireland's Competition and Consumer Protection Commission. The targeted companies represent a massive cross-section of the industry, including Mojang, King, Supercell, Riot Games, Ubisoft, Crytek, InnoGames, and Plarium Europe.[1][3]

The scope of the probe covers a wide array of popular titles across mobile, PC, and console platforms. Regulators have explicitly named games such as Valorant, For Honor, Hunt: Showdown 1896, Forge of Empires, Mech Arena, and Gardenscapes as subjects of the inquiry, signaling that the enforcement extends far beyond casual mobile gaming.[2][3]

In addition to the primary investigation, the CPC Network is conducting a parallel enforcement action against Activision Blizzard UK. That separate inquiry focuses specifically on the publisher's handling of Diablo Immortal and Call of Duty Mobile, examining the sale of virtual currencies, potentially addictive design mechanics, and the unjustified blocking of player accounts.[2][4]

The Core Allegations

Regulators are zeroing in on seven core principles of EU consumer law that they suspect are being systematically breached. Chief among these is the failure to provide clear, real-world pricing for virtual items, with watchdogs arguing that proprietary currency exchanges obscure the true financial cost of digital goods from players.[1][3]

The investigation is also examining aggressive design practices that pressure players into buying more premium currency than they actually need to progress or unlock an item. Authorities are scrutinizing bundles that force consumers to overspend, leaving them with leftover, unusable virtual coins that trap their real-world money inside the game's ecosystem.[1][5]

A major focus of the enforcement action is the protection of vulnerable users, particularly minors. Regulators allege that some of these games directly exhort children to make purchases, a practice that violates explicit prohibitions within existing EU consumer protection frameworks.[1][3]

"Some video games directly exhort children to make purchases, despite an explicit prohibition in EU consumer protection law," the CPC Network stated in a joint release. "Consumers across Europe should be able to play and interact with video games without being tricked into spending more money or time on video games than they want."[1]

A Breakdown in Industry Dialogue

This coordinated enforcement marks a significant escalation following a breakdown in relations between regulators and the gaming industry. In March 2025, the CPC Network released a set of Key Principles on in-game virtual currencies and initiated a dialogue with video game federations to establish better transparency and fairness.[1][2]

According to the European Commission, those extensive talks failed to produce satisfactory changes. Regulators found that a high number of video game companies made no substantive adjustments to their monetization models in response to the public guidance, prompting the network to conduct a large-scale market check that flagged the current targets.[1][3]

The crackdown was further catalyzed by the European Consumer Organisation (BEUC), which filed a formal complaint supported by member organizations across 17 European countries. The consumer rights group accused publishers of utilizing manipulative spending tactics that exploit cognitive biases to prompt overspending, particularly among younger players.[5]

Regulatory Friction and Next Steps

The probe will also seek to enforce consumers' right to cancel or withdraw from digital contracts within 14 days. Regulators are demanding that players be allowed to return unused virtual currency and receive a refund in real-world money, a policy that fundamentally challenges current industry standards.[1][3]

"Consumers should be able to enjoy these games without being misled about costs, pressured into making purchases, or left unclear about their rights," said Geoffrey Gray, a commission member at Ireland's CCPC. "This investigation is focused on ensuring consumers are given clear information, treated fairly, and properly protected when spending money in games."[3]

The CPC Network's action arrives during a period of shifting and sometimes conflicting digital regulations within the European Union. Legal experts note that the recently presented draft of the EU KIDS Act does not explicitly regulate in-game currency transparency in its main text, creating potential friction with the CPC's current enforcement stance.[2]

Furthermore, the industry is bracing for the upcoming Digital Fairness Act, expected in November 2026, which is anticipated to address in-game monetization more directly. Dr. Andreas Lober, a games law attorney, noted the escalating regulatory pressure: "Heavy artillery is on the march in the form of the 'Digital Fairness Act', and troops are advancing in the form of the CPC initiative."[2]

The targeted publishers are now under intense pressure to bring their in-game transaction systems into compliance with the CPC Network's guidelines. While specific financial penalties have not yet been disclosed, companies that fail to address the regulators' concerns risk facing severe, coordinated enforcement actions across multiple European member states.[2][4]