EU consumer authorities target nine video games firms over virtual currencies

The EU Consumer Protection Cooperation Network has launched coordinated action against nine video games companies, with a focus on how in-game virtual currencies are sold and what information players receive before they buy. The move follows a 2025 dialogue with the video games industry and comes after the network said that dialogue did not produce satisfactory results.

The network said the actions are meant to strengthen protection of gamers’ rights and to apply the Key Principles on in-game virtual currencies, which are guidelines under EU consumer law aimed at transparency and fairness. It also adopted a Joint Statement setting out a common approach to protecting gamers’ consumer rights across the EU market.

Among the principles the network wants applied are clear and transparent pricing, so players can see the real-world price of in-game items and currencies they need to buy to play the game. It also wants companies to avoid using multiple currencies or exchanges that make the real price unclear, and not to force gamers into buying more virtual currency than they need to progress or enjoy the game.

The other principles cover clear information before purchase, respect for the right to withdraw from contracts within 14 days, fair and understandable terms and conditions, and safeguards for vulnerable consumers including children. The network said players should be informed about the right to withdraw, including for unused virtual currency.

The investigations launched today concern Crytek GmbH, InnoGames GmbH, King.com Operations (Malta) Limited, Mojang AB, Plarium Europe S.à.r.l., PLR Worldwide Sales Limited, Riot Games Limited, Supercell Oy and Ubisoft EMEA SAS. The titles identified in the background list include Hunt: Showdown 1896, Forge of Empires, Candy Crush Saga, Minecraft, Mech Arena, Gardenscapes, Valorant, Clash of Clans and For Honor.

In parallel, the CPC Network said it is conducting an action with Activision Blizzard UK Limited over Diablo Immortal and Call of Duty Mobile. That separate action is examining how in-game virtual currencies are sold, how personal data from gamers are collected, whether games have addictive designs, standard parental-control settings, direct marketing to children, pre-contractual information and the blocking of gaming accounts.