Italy Opens Consumer Protection Probes Into Activision Blizzard’s Mobile Games

Key Takeaways

• In-Game Monetization Under Scrutiny: Italy’s competition authority is investigating whether monetization mechanics in Diablo Immortal and Call of Duty Mobile unfairly push players toward spending through design choices such as time-limited offers, repeated prompts, and opaque virtual currencies.
• Heightened Focus on Minors: Regulators are particularly concerned about how these practices affect younger players, including default parental control settings that allow spending and extended play unless a parent actively intervenes.
• Dark Patterns and Consumer Awareness: The investigations examine whether interface design and in-game nudges undermine consumers’ ability to make informed choices about spending, especially where the real-world value of virtual currency is unclear.
• Data Consent and Contractual Rights Questioned: Authorities are assessing whether players are misled into giving broad consent for data processing and profiling, and whether they unknowingly waive key consumer rights such as cooling-off periods.
• Account Bans and Financial Loss: The watchdog is also reviewing whether Activision Blizzard can block accounts without sufficient justification or due process, potentially leaving players unable to access digital content they have paid for.

Deep Dive

Italy’s competition and consumer authority has opened two formal investigations into Activision Blizzard, part of the Microsoft group, putting the spotlight on how some of the world’s most popular mobile games nudge players toward spending money.

The cases focus on Diablo Immortal and Call of Duty Mobile, both marketed as free to play but built around in-game purchases. According to the Italian Competition Authority, the way those purchases are promoted may breach Italy’s Consumer Code and fall short of the professional diligence expected in a sector it views as particularly sensitive due to the risks of gaming-related addiction.

At the heart of the investigations is the design of the games themselves. The Authority says it is examining whether Activision Blizzard uses interface and gameplay mechanics that deliberately keep players engaged longer and push them toward spending. These include repeated prompts urging users not to miss out on rewards, time-limited offers designed to create urgency, and a steady stream of in-app messages and push notifications encouraging purchases.

Regulators are also looking closely at the use of virtual currencies. The concern is that players may struggle to grasp the real-world value of what they are spending, particularly when currency is sold in bundles. In the Authority’s view, this can distort decision-making and lead consumers to spend more than they realize, sometimes more than is actually needed to progress in the game.

Minors are a central part of the watchdog’s assessment. The Authority warned that these practices may be especially problematic for younger players, who could be drawn into spending significant sums without fully understanding the cost. It also raised concerns about parental controls, noting that default settings appear to allow in-game purchases, unlimited play time, and interaction with other players unless a parent or guardian actively intervenes. In its assessment, those defaults may provide a lower level of protection than consumers would reasonably expect.

The investigations go beyond spending mechanics. The Authority said it will examine how consent for personal data processing is obtained when users create accounts, amid concerns that players, including minors, may be steered into agreeing to all options, including profiling for commercial purposes, under the impression that consent is mandatory. It is also questioning whether players are given clear information about their contractual rights, such as the cooling-off period, or whether current practices subtly encourage users to waive those rights without real awareness.

Finally, regulators are scrutinizing the company’s power to block gaming accounts. The Authority said it is assessing whether accounts can be suspended unilaterally without adequate explanation, support, or an opportunity for the player to be heard—moves that can result in the loss of money spent on digital content, in some cases amounting to substantial sums.

As with all such proceedings, the opening of the investigations does not imply any final finding. Activision Blizzard will have the opportunity to respond as the Authority continues its inquiries into whether these high-profile games cross the line from engagement into unfair consumer practice.

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