The European Union is taking action against ten gaming companies over what it describes as manipulative monetization practices, a move spearheaded by the Italian Competition Authority. The initiative targets companies including Activision Blizzard, Mojang, Ubisoft, Riot Games, Crytek, Supercell, InnoGames, King, Plarium, and Playrix.
The core concern revolves around the use of platform-specific virtual currencies that do not directly align with real-world prices, a practice that has long frustrated players. This often results in users being left with unspendable amounts of virtual currency after purchasing bundles to acquire desired in-game items or upgrades. For example, a player might buy a bundle of virtual currency, only to find the item they want costs slightly less than the total amount, leaving a small, unusable remainder.
A press release from the Italian Competition Authority states, "In-game purchases (such as cosmetic upgrades and weapon upgrade packs) are often priced in currencies other than euros, but ultimately involve a payment in euros, either directly or indirectly, via multiple virtual currencies." The EU also cited other game-design mechanisms, such as selling virtual currency in bundles, the use of "dark patterns," inadequate parental controls, and a lack of customer support for blocked accounts as contributing factors to these concerns.
While some companies have begun to address these issues, the EU's action highlights that the practice remains prevalent. Epic Games, for instance, announced that starting this month, players will be able to spend exact amounts of V-Bucks on specific purchases in Fortnite, a move that addresses one of the long-standing grievances. However, this and similar modernizations have not been universally adopted across the industry, leading to the current regulatory scrutiny.
This action by the EU is part of a broader trend of international consumer protection boards examining and challenging gaming industry practices. These efforts include adjusting age ratings for games with gambling-like design elements and establishing legal precedents for digital ownership. The focus on monetization practices, particularly those involving virtual currencies and bundle sales, signifies a significant regulatory push to protect consumers from potentially exploitative tactics.