EU Slams Nine Video Game Companies for In-Game Currency Exploitation

The European Commission is cracking down on nine video game companies for allegedly exploiting players with unfair in-game currency and transactions. The action, launched on September 29, 2026, follows a set of guidelines released by the Consumer Protection Cooperation Network (CPC) in March 2025 to promote transparency and fairness in in-game currencies.

The CPC found that despite extensive talks with game studios and publishers, many companies had not made any significant changes to their games. The European Commission has now publicly asked these nine companies, Activision Blizzard UK, Mojang AB, Riot Games Limited, Supercell Oy, Ubisoft EMEA SAS, and others, to bring their in-game currency and transaction systems in line with the guidelines.

The seven core principles outlined by the European Commission include clear and transparent pricing, no obscuring of costs, no forced unwanted currency purchases, clear information before purchase, respect for the right to withdraw, fair and understandable terms, and protection of vulnerable consumers. Games must now show the actual real-world price of in-game items and not require players to jump through hoops with currency exchanges or use multiple currencies.

The European Commission emphasizes that games must be fair and that the rules must be respected, especially when it comes to protecting children from exploitative practices. The action is part of a broader effort by the EU to regulate the video game industry, following proposed legislation that would require age verification for certain online services, including multiplayer games.