Observed Signal · Sep 30, 2026 · Regulation · Source: Retail-News · Impact: 4/5 · Sentiment: Negative
EU cracks down on video game virtual currencies
The EU's Consumer Protection Cooperation (CPC) network has initiated coordinated actions against nine video game companies over virtual in-game currencies. The investigation focuses on price transparency, withdrawal rights, purchase mechanisms, and protection of young or vulnerable players. The CPC network had previously issued guidelines in 2025 for transparency and fairness in virtual currencies, but after a dialogue with the industry that yielded insufficient results, a market review led to these actions. A separate measure targets Activision Blizzard UK Limited regarding Diablo Immortal and Call of Duty Mobile. The EU aims to pressure business models relying on virtual currencies and microtransactions, not to ban them, but to ensure compliance with EU consumer law. Key issues include clear price information, explanations of the 14-day withdrawal right, and better protection for minors.
This is a significant regulatory action by the EU against major gaming companies, which could reshape monetization models and advertising practices within the gaming sector, impacting AdTech and digital advertising strategies.
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Key Takeaways & Evidence Grounding
- EU CPC network targets nine video game companies over virtual currencies
- Investigations cover titles like Candy Crush Saga, Minecraft, Valorant, Clash of Clans, Forge of Empires, For Honor, Hunt: Showdown 1896
- Separate action against Activision Blizzard UK Limited over Diablo Immortal and Call of Duty Mobile
- EU seeks transparent prices, clear withdrawal rights, and better protection for minors
- CPC guidelines on virtual currencies issued in 2025 did not yield sufficient results
Ontology Mapping & Concepts
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