Full Breakdown
Italy Investigates Activision Blizzard for Misleading Sales Practices
1/17/2026, 6:15:33 AM
Overview of Investigations
Italy's competition authority, Autorità Garante della Concorrenza E Del Mercato (AGCM), has initiated two formal investigations into Microsoft’s Activision Blizzard, focusing on the mobile games "Diablo Immortal" and "Call of Duty Mobile." The AGCM alleges that the company has engaged in “misleading and aggressive” sales practices that may violate consumer protection laws. The investigations were announced on January 16, 2026, and center on the potential exploitation of players, particularly minors, through design elements that encourage excessive gameplay and in-game purchases.
Allegations of Misleading Practices
The AGCM's investigations highlight several practices that may mislead consumers. These include user-interface designs that prompt players to engage more frequently with the games, urging them not to miss out on limited-time rewards. The authority expressed concern that these strategies could lead players, including minors, to spend significant amounts of money without fully understanding the costs involved. For instance, in-game currencies can be purchased with real money or earned through gameplay, but the true value of these currencies is often obscured by the way they are presented.
Parental Controls and Consumer Rights
Another critical aspect of the investigations is the examination of parental control features within the games. The AGCM noted that default settings allow minors to make in-game purchases and play for extended periods without restrictions. Additionally, the authority is scrutinizing how the games obtain consent for processing personal data, as well as the adequacy of information provided to players regarding their contractual rights. Concerns were raised about players unknowingly waiving their rights, particularly regarding the unilateral blocking of gaming accounts, which can result in the loss of purchased digital content.
Broader Implications
The AGCM's actions reflect a growing trend among European regulators to scrutinize the monetization practices of free-to-play games, especially as mobile gaming revenues continue to rise. The investigations underscore the need for consumer protection in a sector that is increasingly sensitive to issues of gambling addiction and the exploitation of vulnerable users. The AGCM's focus on minors highlights the urgency of addressing these concerns within the gaming industry.
Official Statements & Responses
While Activision Blizzard and Microsoft have not yet responded to requests for comment regarding the investigations, the AGCM emphasized the importance of professional diligence in the gaming sector, particularly given the risks associated with gaming-related addiction. The authority's statement indicated that the company may be acting in breach of consumer protection rules.
What's Next
The investigations will proceed through the AGCM's administrative process, during which officials can request documents and summon company representatives. If the AGCM concludes that Activision Blizzard's practices contravene Italian law, it may seek remedies. The outcome of these investigations could have significant implications for the future of monetization strategies in the gaming industry, particularly concerning the protection of minors and consumer rights.
