Italy has opened a new chapter in the debate over mobile game monetization practices , launching two formal investigations into Activision Blizzard , now a subsidiary of Microsoft. The investigations concern the hugely popular Diablo Immortal and Call of Duty Mobile and focus on allegations of “misleading and aggressive” commercial practices, with an emphasis on the protection of minors and consumers.
The Italian regulator's accusations
The Autorità Garante della Concorrenza e del Mercato (AGCM), Italy’s competition regulator, announced that it is investigating whether the two games use design mechanisms that encourage users to play for long periods of time and make in-game purchases under pressure. According to the Authority, elements such as time-limited rewards and “don’t miss the opportunity” messages can reinforce a sense of urgency, leading to increased spending.
See also: Xbox's Towerborne is becoming a paid game
The AGCM also points out that the games are advertised as free, however they rely on in-app purchases, which may not be fully understood by all players, especially younger ones.
The issue of virtual currency and packages
Particular attention is paid to the way the value of virtual currency. According to the announcement, the sale of coins in packs and the lack of a clear correspondence with real money can make it difficult for players to understand how much they are actually spending. This, as the Authority notes, may lead to spending that exceeds the amount required to smoothly progress in the game.
A typical example is Diablo Immortal, where players can purchase items or currency that accelerates their progression, for amounts as high as $200 per pack.
Activision Blizzard: A familiar model, but with growing backlash
The free-to-play game business model is not new. Loot boxes, items and microtransactions have been a key revenue mechanism for years. However, the scale and frequency of purchases, especially in games with hundreds of thousands of active players, have sparked a backlash from regulators across Europe.
See also: Roblox: 9-year-olds will use selfie videos for age verification
In the case of Diablo Immortal and Call of Duty Mobile, the AGCM seems to consider that the combination of game design and specific commercial practices borders on exploitation.
Parental control and minors in focus
One of the most critical points of the investigation concerns minors. The Italian authority is examining whether the default settings allow children to make in-game purchases, play for extended periods of time without restrictions, and communicate with other players via chat.
The AGCM underlines that in an environment where the risk of addiction is present, companies must demonstrate increased professional diligence, especially when the audience includes minors.
Concerns about the protection of personal data
Beyond financial practices, the investigation also extends to the field of privacy. The Authority expresses concerns that registration processes may push users to accept all consent options, without meaningful information about the collection and use of their personal data.
See also: Steam Deck: Valve stops production of the LCD model
What research means for industry
Although Activision Blizzard has not commented so far, the case could set a precedent for the entire mobile gaming industry. The growing pressure from regulators suggests that the free-to-play gaming model is entering a phase of review, with an emphasis on transparency, consumer protection, and especially children.
The outcome of the AGCM investigations will be closely watched, not only by players, but also by major gaming companies that rely on similar practices to generate revenue.
