Italy’s competition regulator, the Autorità Garante della Concorrenza e del Mercato (AGCM), has launched two formal investigations into Microsoft-owned Activision Blizzard, citing “misleading and aggressive” sales tactics within the mobile hits Diablo Immortal and Call of Duty Mobile.
Targeting Vulnerable Players and Minors
The AGCM is scrutinizing specific design elements within these titles that allegedly manipulate users—with a particular focus on minors—to play for excessive durations. Regulators are concerned that the games use psychological pressure, such as “fear of missing out” (FOMO) on rewards, to coerce players into making frequent in-game purchases.
“These practices, together with strategies that make it difficult for users to understand the real value of the virtual currency used in the game and the sale of in-game currency in bundles, may influence players as consumers — including minors — leading them to spend significant amounts, sometimes exceeding what is necessary to progress in the game and without being fully aware of the expenditure involved,” the AGCM wrote in a statement.
The Hidden Costs of “Free-to-Play”
While Diablo Immortal and Call of Duty Mobile are marketed as free-to-play, they rely heavily on monetization through loot boxes and cosmetic items. In Diablo Immortal, for instance, players can spend up to $200 on currency that accelerates progression or provides crafting materials. Because of the game’s core loop, many players find themselves repeatedly spending to maintain their standing, a standard model in the mobile gaming industry that the Italian regulator is now challenging.
Concerns Over Parental Controls and Privacy
Beyond purchase tactics, the investigation covers the adequacy of parental controls. The AGCM notes that default settings often allow minors to make purchases, engage in prolonged gaming sessions, and interact via in-game chat without sufficient safeguards. Furthermore, the regulator is reviewing data privacy, specifically alleging that the game design nudges users toward accepting all consent options for personal data harvesting during the sign-up process.
“In the Authority’s view, the company may be acting in breach of consumer protection rules and, in particular, the duty of professional diligence required in a sector that is particularly sensitive to the risks of gaming-related addiction,” the regulator stated.
Activision Blizzard has not yet provided a response regarding the ongoing investigations.
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