Italy’s antitrust authorities have begun an investigation into Activision Blizzard, owned by Microsoft, over allegations of predatory monetization practices such as “loot boxes” and pay-to-progress designs in mobile games like Diablo Immortal and Call of Duty Mobile. These practices are said to target children and exploit vulnerable players.
Supported by consumer protection authorities in Norway and Denmark, Italy aims to determine if Activision Blizzard’s actions constitute a “widespread infringement” of EU consumer protection rules. If found guilty, the company could face fines up to 4% of its annual turnover in the affected countries.
This investigation is part of a broader EU initiative involving multiple gaming companies, coordinated by the European Commission’s Consumer Protection Cooperation (CPC) Network. The initiative seeks to enhance gamer protections and address harmful practices, particularly regarding children at risk of gaming addiction.
Concerns have been raised about the lack of transparency in these games, where real money is often exchanged for virtual currencies used to acquire in-game items. The EU has recently proposed the EU Kids Act, which aims to create stricter regulations for online safety for children, including potential bans on loot boxes.
Michael McGrath, the EU’s consumer protection commissioner, emphasized the responsibility of the gaming industry to ensure fair practices, especially towards younger players. Gamers have long criticized pay-to-win mechanics that give financial advantages rather than skill-based ones.
In previous statements, Activision Blizzard defended its monetization strategies by stating that most players can enjoy a substantial game experience without any costs.
