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Italy investigates Activision Blizzard for pushing in-game purchases
Italy is investigating Activision Blizzard for allegedly misleading consumers and exploiting in-game purchase systems in games such as Diablo Immortal and Call of Duty Mobile. The AGCM cites concerns over child-targeted marketing, unclear pricing for virtual currencies, and inadequate parental controls. Activision Blizzard is facing scrutiny for its practices that may promote addictive behavior among players.
Key points
- Italy's Autorita Garante della Concorrenza E Del Mercato (AGCM) has initiated two investigations into Activision Blizzard.
- The investigations focus on misleading sales practices in mobile games like Diablo Immortal and Call of Duty Mobile, particularly targeting children.
- AGCM claims that in-game design elements encourage excessive playtime and spending without users fully understanding costs.
- The AGCM is also examining the games' parental control features which currently allow minors to make purchases and chat within the game.
- Privacy concerns have arisen regarding user consent processes for data collection during sign-up.
Why it matters
- The scrutiny of in-game purchases by regulators aligns with increasing global concerns about the ethics of loot boxes and gaming monetization.
- The rise of free-to-play models has led to greater attention on the potential for consumer exploitation and deceptive practices in gaming.
- Historical precedents include legal actions against companies for similar issues, highlighting a trend towards stricter regulations on video game monetization by 2025.
Italy's investigation into Activision Blizzard underscores ongoing global concerns about consumer protection in gaming, particularly for vulnerable players, and reflects a growing demand for transparency and fairness in the industry.