Observed Signal · Oct 1, 2026 · Policy Update · Source: Mobilegamer.biz · Impact: 4/5 · Sentiment: Negative
Video Games Europe Hits Back at EU Watchdog Over IAP Practices
The EU Consumer Protection Cooperation Network has launched coordinated enforcement actions against major game companies including King, Supercell, Mojang, Riot Games, Activision Blizzard, Ubisoft, Crytek, InnoGames, Plarium Europe, and PLR Worldwide Sales over their in-game virtual currency practices. The CPC Network claims these companies have not made substantive changes following its 'Key Principles' published in March 2025, particularly regarding loot boxes, dark patterns, and practices that encourage children to spend money. Trade bodies Video Games Europe and the European Game Developers Federation have pushed back, disputing the legal classification of in-game currencies as digital representations of value and citing a European Court of Justice ruling on Runescape. They propose six commitments including clearer real-money pricing, refunds for unused bundles within 48 hours, 30 days' notice before content removal, and enhanced parental controls, conditional on addressing legal uncertainty.
This is a significant regulatory enforcement action by the EU against major game companies, potentially impacting the monetization practices of the entire gaming industry, which is a key segment of the adtech ecosystem. The outcome could set precedents for how virtual currencies and in-game purchases are regulated across the EU, affecting publishers and advertisers.
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Key Takeaways & Evidence Grounding
- EU CPC Network launched coordinated enforcement actions against game companies including King, Supercell, Mojang, Riot Games, Activision Blizzard, Ubisoft, Crytek, InnoGames, Plarium Europe, and PLR Worldwide Sales.
- CPC Network published joint statement on September 30, citing non-compliance with its 'Key Principles' on in-game currencies from March 2025.
- Video Games Europe and European Game Developers Federation published a rebuttal on September 30, disputing legal classification of in-game currencies.
- The trade bodies proposed six commitments including 48-hour refunds for unused bundles and 30 days' notice before removing purchased content.
Connected Companies & Entities
5 Entities mapped“One of the game companies targeted by the CPC Network....”
“One of the game companies targeted by the CPC Network....”
“One of the game companies targeted by the CPC Network....”
“One of the game companies targeted by the CPC Network....”
“One of the game companies targeted by the CPC Network....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Video Games Europe cautions on EU KIDS Act restrictions
The European Commission announced the EU KIDS Act, proposing mandatory age assurance tools for app stores, regulations on game features like push notifications and streaks, and restrictions on children's access to inappropriate content. Video Games Europe (VGE), the trade body, responded with broad support but warned against sweeping age assurance measures affecting every game and player. VGE advocates for PEGI and USK ratings as the standard, emphasizes parental responsibility, and calls for a public consultation. The industry pledges to engage constructively as legislation develops.
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