Italy launches probe into Activision Blizzard over promotion of in-game purchases

Italy Probes Microsoft’s Activision Blizzard Over Mobile Game Practices

Italian authorities have opened two separate inquiries into Microsoft’s Activision Blizzard, accusing the company of utilizing “deceptive and forceful” tactics to promote its hit mobile titles, Diablo Immortal and Call of Duty Mobile.

The nation’s competition watchdog, Autorità Garante della Concorrenza e del Mercato (AGCM), is examining whether these games employ design strategies that encourage users—especially younger players—to spend extended periods playing and to make in-app purchases by creating a sense of urgency around limited-time rewards.

According to an official statement from AGCM, these methods, combined with tactics that obscure the actual value of in-game currency and the bundling of virtual currency for sale, may prompt consumers—including minors—to spend more than necessary to advance in the games, often without fully realizing how much they are spending.

The regulator noted that while the games are promoted as free-to-play, they include options for in-game purchases.

This approach is common in the free-to-play gaming sector, where revenue is typically generated through loot boxes and cosmetic items rather than upfront purchases. For instance, Diablo Immortal offers cosmetic upgrades and in-game currency that can be used to speed up progress or obtain crafting materials, with some bundles costing up to $200.

It is therefore not unusual for players to make repeated purchases during gameplay.

Both Diablo Immortal and Call of Duty Mobile boast hundreds of thousands of active users.

The AGCM is also scrutinizing the games’ parental controls, highlighting concerns that default settings allow minors to make purchases, play for extended periods without restrictions, and interact with others via in-game chat. The authority also raised privacy issues, noting that users are seemingly encouraged to accept all data consent options during registration. The regulator intends to investigate how the company collects and uses personal information.

In the AGCM’s assessment, the company may be violating consumer protection laws, particularly the obligation to exercise professional diligence in an industry where there are significant risks of gaming addiction.

Activision Blizzard has not yet issued a response to these allegations.

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