The European Commission has launched enforcement actions against nine major electronic game companies, targeting issues with in-game virtual currency and item pricing to better protect players. This move, initiated on September 29, 2026, follows up on the Consumer Protection Cooperation (CPC) Network’s core principles for in-game virtual currencies, established in March 2025. These guidelines were designed to bring transparency and fairness to in-game economies and transactions.
Why the EU is Taking Action
After extensive consultations with game studios and publishers, the CPC Network finalized its core principles. However, subsequent checks revealed that a significant number of game companies had not made substantial adjustments to their games in line with these publicly released guidelines. This lack of progress persisted despite multiple rounds of in-depth communication between the CPC Network and the gaming industry over several years.
In a joint statement released on September 30, the CPC Network and the European Commission publicly named the companies involved. They are formally requesting these game developers and publishers to revise their in-game currency and transaction systems to comply with the established guidelines. Among the companies identified are Activision Blizzard UK Ltd, Mojang AB, Riot Games Ltd, Supercell Oy, and Ubisoft Entertainment SA (for its Europe, Middle East, and Africa division).
Protecting Consumers, Especially Children
The joint statement highlighted a critical concern: “Some video games directly encourage children to make purchases, a practice already prohibited by EU consumer protection law. Consumers across Europe should be able to play and enjoy games without being subjected to manipulative practices that force them to spend more money and time than they intend.”
According to the European Commission, the enforcement action primarily focuses on seven core principles:
- Clear and transparent pricing.
- No hidden actual costs.
- Players should not be forced to buy unnecessary in-game currency.
- Full information provided before purchase.
- Respect for consumers’ right of withdrawal.
- Fair and understandable terms of service.
- Protection for vulnerable consumer groups.
Key Requirements for Game Developers
The EU Commission is insisting that when players use virtual currency to buy items within games, the actual real-world cost of that item must be directly displayed. Furthermore, games should not implement overly complicated currency exchange processes or use multiple virtual currencies simultaneously, as this can obscure the actual amount of real money being spent.
Additionally, game designs should not create a sense of pressure on players, making them feel compelled to purchase large amounts of virtual currency to progress through the storyline or enjoy the game normally. Players are also to be granted a two-week period to withdraw from transactions, a rule that also applies to unused virtual currency.
A Step Towards Greater Accountability
Michael McGrath, the EU Commissioner responsible for Democracy, Justice, Rule of Law, and Consumers, stated in the release: “Around half of Europeans play video games, making them a significant part of the digital economy and everyday life. With such a broad audience comes a responsibility. The gaming industry must ensure that games do not expose players, especially children, to harmful or unfair practices. The commercial rules of games must be fair, and regulations must be respected. National authorities, with the assistance of the European Commission, will ensure that these rules are enforced.”
This action marks another significant regulatory move by the EU in the video game sector, following the recent leak of a draft version of the EU’s Children’s Online Privacy Protection Act (COPPA), which proposes age verification for various online services, including certain multiplayer online games deemed risky for minors.
