The Italian Competition Authority has launched an investigation into Activision Blizzard UK Limited and other Microsoft subsidiary gaming companies to verify whether in-game virtual currency pricing is transparent and fair, and whether related practices violate European consumer protection rules.
This investigation is part of a coordinated action taken by the EU Consumer Protection Cooperation Network against nine gaming companies. The European Commission announced the action on September 30, 2026; Italy announced the launch of its investigation on October 8 and will cooperate with consumer protection agencies in Norway and Denmark.
This action focuses on whether players can clearly see in-game prices, whether vulnerable consumers such as minors are adequately protected, and whether virtual currency conversions obscure the actual price of goods. Italian regulators pointed out that prices seen by players when purchasing items are often displayed in non-euro currencies, even though these currencies must ultimately be purchased with euros. Interface design, insufficient parental controls, or account issues may also make it harder for players to track their actual spending.
Italian regulators had previously investigated Microsoft subsidiaries regarding the use of virtual currencies in Diablo Immortal and Call of Duty. The current investigation is still in the verification phase, with no conclusions yet on whether any laws were violated or the scope of liability.