Highlights
- Italian regulators are investigating Activision Blizzard for "aggressive" sales tactics in COD: Mobile and Diablo Immortal.
- The AGCM alleges deceptive push notifications and confusing virtual currency pricing mislead players.
- Authorities also flagged inadequate parental controls and misleading data collection practices targeting minors.
Italian regulators have officially launched an investigation into Activision Blizzard, alleging that the gaming giant employs misleading and aggressive tactics to drive sales in two of its biggest mobile hits. The Italian Competition Authority (AGCM) announced that it is scrutinizing Call of Duty: Mobile and Diablo Immortal to determine if their monetization strategies violate consumer protection laws. The watchdog is specifically examining whether the company uses deceptive user interface designs to pressure players into spending money and handing over personal data. The core of the investigation focuses on claims that these games bombard users with aggressive push notifications and in-game messages designed to exploit a "fear of missing out."
Regulators allege that these prompts appear constantly, both during gameplay and when the app is closed, to urge immediate purchases of limited-time items before they disappear. According to the AGCM, the games are structured to encourage people to play more often and extend their gaming sessions through these deceptive prompts, rather than organic engagement.
Virtual Currency, Privacy Risks, and Safety Concerns for Minors
A major financial concern raised by the authority involves the use of virtual currencies. The AGCM argues that the system of purchasing digital currency in bundles makes it incredibly difficult for consumers to understand the real-world cost of in-game items. Authorities fear this lack of transparency leads players to spend significant sums without realizing the full financial impact. The investigation suggests that these confused pricing structures, combined with aggressive sales tactics, may push consumers to spend amounts that far exceed what is necessary to progress in the game.
Beyond the financial implications, the probe has spotlighted serious privacy and safety issues, particularly regarding minors. The AGCM alleges that players are often tricked into consenting to extensive data collection, including profiling for commercial purposes, by menus that frame these options as mandatory choices, as reported by Gamespot.
Activision Blizzard
Furthermore, the regulators criticized the default parental control settings, noting that they offer insufficient protection. The current system reportedly permits in-game purchases and unlimited playtime by default, rather than requiring parents to opt in, potentially leaving children vulnerable to unsupervised spending and gambling-like risks.
This move by Italian authorities marks another chapter in the broader crackdown on digital monetization practices across Europe. Activision Blizzard, now owned by Microsoft following a massive $75.4 billion acquisition, faces heightened global scrutiny as it navigates these regulatory challenges.
While Microsoft has not yet issued a detailed public response, this investigation follows a similar complaint filed by the European Consumer Organisation (BEUC) in September 2024. The outcome of this probe could force significant design changes across the mobile gaming landscape, potentially impacting how major franchises monetize their player bases in the future.
