Observed Signal · Sep 30, 2026 · Policy Update · Source: PocketGamer.biz · Impact: 4/5 · Sentiment: Negative
EU Consumer Watchdogs Probe Game Firms Over Virtual Currency
The European Consumer Protection Cooperation (CPC) Network has initiated coordinated actions against ten major game companies, including Activision Blizzard, King, Supercell, and Mojang, over potential non-compliance with its 'Key Principles' on in-game virtual currencies. The CPC is investigating games like Candy Crush Saga, Minecraft, and Clash of Clans for practices that may hide real costs of microtransactions and target vulnerable consumers, particularly children. Following last year's guidelines and extensive talks, the CPC claims many companies have not made substantive changes. The investigation could lead to enforcement measures under EU consumer law, though the principles are not legally binding. The case may set a precedent influencing the upcoming Digital Fairness Act.
This regulatory action by the EU CPC Network targets major game companies and could set a precedent for virtual currency monetization practices, impacting the broader AdTech and gaming advertising ecosystem.
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Key Takeaways & Evidence Grounding
- The European CPC Network has initiated coordinated actions against ten game companies, including Activision Blizzard, King, Supercell, and Mojang.
- The companies are being investigated for compliance with 'Key Principles' on in-game virtual currencies, which require transparent pricing and protecting children.
- Games under assessment include Candy Crush Saga, Minecraft, Clash of Clans, Valorant, and Diablo Immortal.
- The CPC claims a 'high number' of companies have not made substantive changes since the principles were published.
- The investigation could lead to enforcement measures, and the outcome may influence the upcoming Digital Fairness Act.
Connected Companies & Entities
5 Entities mapped“The CPC has asked Activision Blizzard to bring its commercial practices in line relating to in-game virtual currencies....”
“The CPC has asked King to bring its commercial practices in line relating to in-game virtual currencies....”
“The CPC has asked Supercell to bring its commercial practices in line relating to in-game virtual currencies....”
“The CPC has asked Ubisoft to bring its commercial practices in line relating to in-game virtual currencies....”
“The CPC has asked Mojang to bring its commercial practices in line relating to in-game virtual currencies....”
Ontology Mapping & Concepts
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