EU launches probe into in-game purchases, names nine game companies

The European Commission has initiated an enforcement action against nine video game companies, targeting the pricing of in-game virtual currencies and items. This action, launched on September 29, 2026, follows up on the EU Consumer Protection Cooperation (CPC) Network's "Core principles on in-game virtual currencies," issued in March 2025.

The decision to launch the probe comes after evidence suggested that a significant number of game companies had not made substantial adjustments to their games in line with the published guidelines. Despite prior extensive consultations between the CPC Network and the gaming industry, issues of transparency and fairness in in-game transactions persisted.

The nine named companies include Activision Blizzard UK, Mojang AB, Riot Games, Supercell Oy, and Ubisoft EMEA. A joint statement highlighted that some games "directly encourage children to make purchases," which contravenes EU consumer protection laws. The objective is to ensure that players, particularly children, are not subjected to unfair or misleading commercial practices.

The enforcement action focuses on seven core principles: clear and transparent pricing, preventing the concealment of actual costs, prohibiting the forced purchase of unnecessary virtual currencies, ensuring adequate pre-purchase information, respecting withdrawal rights, applying fair terms of service, and protecting vulnerable consumer groups. The EU mandates that the actual real-money cost of items purchased with virtual currency must be clearly displayed, and that in-game currency systems should not be overly complex or obscure the true cost. Players must also have the right to withdraw from transactions within two weeks, provided the virtual currency has not been used.