Activision Blizzard investigates itself: Italy's AGCM probe maps the F2P mechanics EU regulators now treat as illegal
Summary
Italy's AGCM opened two simultaneous probes into Activision Blizzard's Diablo Immortal and Call of Duty Mobile in January 2026.
Targets: misleading F2P marketing, virtual currency obfuscation, predatory UI design, and weak default parental controls.
"Current practices appear to encourage users to relinquish those rights unknowingly"
Any F2P publisher in the EU should treat this as a compliance audit signal, not an Activision-specific event.
01
Specific violations on the table
Both titles marketed as free-to-play but structurally dependent on in-game purchases.
AGCM classifies that gap as misleading commercial practice.
Virtual currencies and bundled sales flagged for obscuring real-euro spending value.
Account termination without reason, support, or appeal cited as a distinct violation.
Cooling-off period rights reportedly waived during standard account creation flows.
02
UI and design mechanics under legal scrutiny
Repeated prompts urging players not to miss time-limited rewards flagged as aggressive commercial practice.
UI patterns encouraging prolonged play sessions under review as manipulation tools.
Parental control defaults set to low protection cited as failure of professional diligence.
These mechanics are replicable across dozens of F2P titles, not unique to Activision.
03
Compliance checklist for F2P publishers in the EU
Audit virtual currency display: players must see real euro cost at every spend point.
Bundled sales obscuring cost across two or more conversion steps now carry regulatory risk.
Default parental controls must be high protection; opt-out models are no longer defensible.
"Don't miss out" prompts must be reviewed against aggressive commercial practice definitions.
Account suspension flows must include stated reasons, support access, and appeal rights.
04
What to watch: regulatory spread and strategic triggers
EU consumer protection frameworks are largely harmonized; an Italian ruling sets cross-border precedent.
If AGCM rules against Activision, expect copycat probes in Germany, France, and the Netherlands within 12-18 months.
Publishers with significant EU F2P revenue should commission a UX compliance audit before Q3 2026.
Investors evaluating F2P studios should add monetization UI compliance to due diligence alongside ARPU and retention.
Events
Companies
Games
Locations
Europe
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