EU Targets Video Game Companies Over In-Game Currency and Pricing Practices

The European Commission has launched actions against nine video game companies for their in-game currency and pricing practices. The move is aimed at protecting players' rights and ensuring that games comply with EU consumer protection laws.

The companies targeted are Activision Blizzard UK, Mojang AB, Riot Games Limited, Supercell Oy, Ubisoft EMEA SAS, and others. They have been asked to bring their in-game currency and transaction systems in line with the Consumer Protection Cooperation Network's (CPCN) guidelines.

The CPCN had released a set of guidelines in March 2025, known as the Key Principles on in-game virtual currencies, which promote transparency and fairness for in-game currency and transactions. However, despite these talks, many game studios didn't make any changes to their games.

The European Commission emphasizes that games must now provide clear and transparent pricing, not obscure costs, and respect players' rights to withdraw from contracts within a two-week period. The move aims to protect vulnerable consumers, including children, who are often targeted by in-game purchases.