- European consumer authorities are investigating nine video game companies, including Ubisoft, over potential breaches of EU consumer law related to in-game virtual currencies.
- The action, led by Ireland’s Competition and Consumer Protection Commission, involves popular games like Minecraft, Candy Crush Saga, and Clash of Clans, and focuses on areas such as pricing transparency, pressure to make purchases, and safeguards for children and vulnerable players.
- Regulators are also engaging with Activision Blizzard over games like Diablo Immortal and Call of Duty, examining not only in-game currency practices but also personal data collection, potentially addictive design, and marketing aimed at children.
European consumer authorities have launched coordinated action against nine video game companies over in-game currency practices. Minecraft, Candy Crush Saga, and Clash of Clans face scrutiny over potential breaches of EU consumer law.
The action runs through the European Commission’s Consumer Protection Cooperation (CPC) Network of national enforcers. It escalates a dispute that earlier talks with the gaming industry failed to resolve.
What Regulators Are Examining
Ireland’s Competition and Consumer Protection Commission (CCPC) announced the action on October 1. The companies involved are Crytek, InnoGames, King, Mojang, Plarium, PLR Worldwide Sales, Riot Games, Supercell, and Ubisoft.
Other titles under review include Valorant, For Honor, Hunt: Showdown 1896, Forge of Empires, Mech Arena, and Gardenscapes.
According to the CCPC, the review spans seven areas.
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Virtual currency exchanges that hide what items cost
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Pressure to buy more currency than needed to progress
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Clear information before checkout
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The 14-day withdrawal right, including for unused currency
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Fair, plain-language terms and conditions
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Safeguards for children and vulnerable players
In a separate track, the CPC Network is engaging with Microsoft-owned Activision Blizzard over Diablo Immortal and Call of Duty.
That review goes further. It also covers personal data collection, potentially addictive design, parental controls, marketing aimed at children, and account blocking.
Why Regulators Are Targeting In-Game Currency Now
Last year, the CPC Network opened talks with federations representing the global video game industry. However, regulators judged the outcome unsatisfactory for consumers.
As a result, the network ran a large-scale market check, which flagged the games now under review.
“Millions of consumers across Europe play video games many of which are children. Consumers should be able to enjoy these games without being misled about costs, pressured into making purchases, or left unclear about their rights,” Geoffrey Gray, Commission Member at the CCPC, said.
Earlier, in March 2025, the network set out principles for in-game currencies. It also acted against Star Stable Entertainment, maker of a horse-riding game popular with children.
The latest action moves that approach from a single children’s title to some of gaming’s biggest franchises. EU Consumer Protection Commissioner Michael McGrath signaled that Brussels expects compliance.
“The game must be fair, and the rules must be respected,” McGrath said.
Companies that fail to address the concerns could face enforcement by national authorities. No deadline or penalties have been disclosed.
Read the Original story EU Targets Minecraft, Candy Crush and 7 Other Games Over In-Game Currency Practices by Jakub Dziadkowiec at beincrypto.com
