Italy investigates Activision Blizzard for pushing in-game purchases

Italy has initiated two separate investigations into Microsoft’s Activision Blizzard, claiming the gaming giant has employed "misleading and aggressive" sales strategies in its mobile games, particularly Diablo Immortal and Call of Duty Mobile. The Autorità Garante della Concorrenza e del Mercato (AGCM), the country’s competition regulator, is scrutinizing the design elements that encourage users—especially children—to engage in prolonged play and make in-game purchases by creating a fear of missing out on rewards. In a statement, the AGCM expressed concerns that these practices, combined with strategies that obscure the real value of in-game currency and the sale of bundled currency, could unduly influence consumers, including minors. This could lead to substantial spending, often exceeding what is necessary for game progression, all while players may not fully grasp the financial implications of their purchases. While the games are marketed as free-to-play, they typically include in-game purchases, which is not uncommon in the gaming industry. For instance, Diablo Immortal allows players to buy cosmetic items and currency that can significantly accelerate gameplay, with some players spending up to $200. Given the engaging nature of these titles, it's common for users to repeatedly invest in such purchases. The AGCM is also assessing the games' parental control features. Currently, the default settings permit minors to make in-game purchases, engage in extended gameplay without limits, and communicate with other players. Additionally, the regulator has raised privacy issues regarding how the games prompt users to accept all consent options during registration, and it plans to investigate Activision Blizzard's consent process for collecting and utilizing personal data. The AGCM concluded that the company may be violating consumer protection laws, particularly the professional diligence required in an industry sensitive to gaming addiction risks. Activision Blizzard has not yet responded to requests for comments regarding these investigations.