Italy Probes Monetisation in Two Activision Blizzard Games * Science and Technology Times

Italy’s competition regulator has opened an investigation into Activision Blizzard over the monetisation systems used in Diablo Immortal and Call of Duty Mobile.
The authority is examining whether the games employ deceptive interface elements that could push players toward spending more time and money.
It is also assessing whether parental controls, data consent processes and consumer rights information meet required standards.

Regulator Questions Monetisation Practices

Italy’s Autorità Garante della Concorrenza e del Mercato (AGCM) has launched a formal inquiry into how Activision Blizzard structures in‑app purchases in two of its major mobile titles. The regulator stated that the company may have used “misleading and aggressive practices” that could violate consumer protection rules. Its announcement highlighted concerns that contractual rights may have been breached through the way purchases and rewards are presented. The investigation aims to determine whether the company acted with the level of professional diligence expected in a sector sensitive to gaming‑related addiction risks.

AGCM said the inquiry will focus on the potential use of deceptive user‑interface design intended to draw players back into the games more frequently. Prompts about possible rewards, both during gameplay and through notifications, are among the elements under scrutiny. The regulator is also examining how time‑limited items are marketed and whether these prompts encourage longer play sessions. Such mechanisms, it argues, may influence player behaviour in ways that are not always transparent.

The authority noted that strategies making it difficult for users to understand the real value of virtual currency could contribute to overspending. Bundled sales of in‑game currency may further obscure how much players are actually paying. AGCM warned that these practices could affect consumers of all ages, including minors who may not fully grasp the financial implications. Some players may end up spending more than is necessary to progress, without being fully aware of the total cost.

Concerns extend beyond monetisation mechanics. The regulator pointed out that parental controls in both games appear to default to a “lower level of protection,” allowing purchases and unrestricted interactions with other players. It is also reviewing how consent for personal data is collected and whether users are properly informed about their rights. These issues form part of a broader assessment of whether the games comply with consumer protection standards.

Focus on UI Design and Player Behaviour

User‑interface design has become a central topic in regulatory discussions around digital consumer protection. AGCM’s investigation highlights how interface elements can shape player decisions in subtle ways. Reward prompts, notifications and time‑limited offers are common features in mobile games, but regulators increasingly question whether they cross the line into manipulation. The Italian authority is now evaluating whether these techniques are used responsibly.

The inquiry also reflects growing concern about the impact of virtual currencies on spending transparency. Many games use layered currency systems that can make it difficult for players to track real‑world costs. AGCM argues that this lack of clarity may lead to unintentional overspending, particularly when currency is sold in bundles that do not match the prices of individual items. The regulator is assessing whether these systems meet the standards required for fair consumer treatment.

Parental controls are another key area of focus. The authority noted that default settings may not provide adequate safeguards for younger players. Allowing purchases and unrestricted communication without additional verification could expose minors to financial and social risks. AGCM is examining whether the games offer sufficient tools for parents to manage these interactions.

Data consent processes are also under review. The regulator wants to determine whether players are clearly informed about how their personal information is used. Transparency around data handling has become a major regulatory priority across Europe. This investigation will assess whether Activision Blizzard’s practices align with those expectations.

Broader Implications for the Games Industry

The AGCM inquiry comes at a time when regulators worldwide are paying closer attention to monetisation in digital entertainment. Mobile games, in particular, have faced scrutiny for systems that encourage repeated spending. Italy’s investigation adds to a growing list of cases examining how design choices influence consumer behaviour. The outcome could shape future guidelines for the industry.

Activision Blizzard is not the first company to face questions about in‑app purchase practices. Several regulators in Europe and beyond have previously investigated loot boxes, reward mechanics and spending prompts. These cases reflect a broader shift toward treating digital game interfaces as consumer‑facing commercial environments subject to oversight. AGCM’s findings may contribute to this evolving regulatory landscape.

The inquiry also highlights the importance of clear communication around virtual currencies. As more games adopt multi‑layered monetisation systems, regulators are increasingly concerned about transparency. Ensuring that players understand the value of what they purchase is becoming a central requirement. Companies may need to adjust their designs to meet these expectations.

Parental controls and data consent remain critical issues. Regulators want to ensure that younger players are protected and that all users understand how their information is handled. The AGCM investigation will likely influence how developers implement these features in future titles. Its conclusions may set a precedent for similar inquiries across Europe.