EU launches enforcement action over in-game currency pricing
The EU's Consumer Protection Cooperation Network has launched coordinated actions against nine major game studios.
The European Consumer Protection Cooperation Network initiated coordinated enforcement actions against nine major video game companies on 30 September 2026. The move targets industry practices around in-game currency and microtransactions, specifically focusing on whether virtual currency prices should be displayed in real-world money at the point of purchase.
The nine companies named in the action are King, Supercell, Mojang, Riot Games, Activision Blizzard UK, Crytek GmbH, InnoGames GmbH, Plarium Europe S.à.r.l., Ubisoft EMEA SAS, and PLR Worldwide Sales Limited. The CPC Network is enforcing the EU's Key Principles on in-game virtual currencies against these firms, with a parallel action also underway against Activision Blizzard UK Limited concerning Diablo Immortal and Call of Duty Mobile. The report indicates others tied to titles may also be involved.
Focus on Virtual Currency Transparency
The core issue involves monetising games through in-game currency and micro-transactions. Regulators maintain that prices should be shown in real-world currency when players make purchases using virtual funds. This dispute centers on whether consumer law should treat virtual currency purchases as if cash were changing hands.
The CPC Network bases its claims on rules regarding consumer contracts rather than explicit regulations on in-game currency pricing. Current EU law prohibits commercial practices that mislead consumers but does not explicitly require prices for virtual items to be listed in real currency.
Regulatory Context and Preceding Dialogue
This enforcement follows a dialogue opened by the CPC Network with the video games industry in 2025, aimed at ensuring alignment with the Key Principles. The action is part of a broader regulatory shift. Less than two weeks prior, the EU Commission presented the draft EU KIDS Act, which includes recitals addressing transparency, though its main text does not regulate monetisation for adults.
Also, the Commission announced a draft Digital Fairness Act for November, which is expected to address in-game currency regulation again. The practical takeaway for developers is that monetisation user experience is under heavier scrutiny from multiple EU bodies. Studios shipping in Europe may need to revisit how they present prices and bundles.
Industry Response and Legal Framework
Industry groups are pushing back on the legal framing. They contest the idea that virtual currency should be treated like digital value akin to cryptocurrency. The European Game Developer Federation's managing director, Jari-Pekka Kaleva, commented on the lack of industry proposals for transparency.
Legal experts note the existing framework. Dr Andreas Lober, a partner with ADVANT Beiten who advises games companies, highlights that rating boards like PEGI and USK already consider monetisation mechanisms and parental controls when rating games. The combined pressure from consumer protection actions and upcoming legislation suggests this is not a one-off enforcement push. Developers may need to revise pricing displays and bundle structures to comply with emerging EU requirements.
