EU opens consumer actions against 10 game firms over in-game currency sales
In brief
- EU consumer authorities opened eleven coordinated actions against ten video game companies.
- Minecraft, Candy Crush Saga, Valorant and Clash of Clans are among the targeted titles.
- The CPC Network's key principles, published in March 2025, underpin the actions.
- Cryptocurrencies are excluded from the regime by a footnote in those principles.
- CPC Network said it found indications many firms made no substantive changes after guidance or years of talks.
Ten companies, eleven games
The Consumer Protection Cooperation Network, which the Commission coordinates, named Activision Blizzard UK, Crytek, InnoGames, King.com, Mojang, Plarium Europe, PLR Worldwide Sales, Riot Games, Supercell and Ubisoft EMEA in a joint statement, according to Decrypt.
The games are Diablo Immortal, Call of Duty Mobile, Hunt: Showdown 1896, Forge of Empires, Candy Crush Saga, Minecraft, Mech Arena, Gardenscapes, Valorant, Clash of Clans and For Honor. They were picked for their broad reach, availability across devices and range of age ratings.
What the March 2025 principles say
The real-world price of in-game items and currency must be shown prominently. Traders shouldn't mix several currencies or require repeated exchanges that obscure cost, and they shouldn't push players to buy more currency than an item needs. Bundles that deliberately mismatch item prices (leaving players with a stranded balance) are listed among practices to avoid.
Players keep a 14-day right of withdrawal, including for currency they've bought but haven't spent. Terms letting a company change currency value unilaterally, or close accounts with no way to contest it, were flagged as unfair.
Children are treated as always vulnerable. High spenders get the same label, and games built around them face a stricter fairness test. The principles put it bluntly:
so-called whales "are likely to struggle with impulse control or gambling disorders"
Crypto isn't covered.
A footnote in the principles excludes cryptocurrencies and similar encryption-based digital currencies used as an alternative form of payment, along with virtual currencies as defined in the EU's fifth anti-money laundering directive. Currencies that can only be earned through play (and never bought) are out too. The regime targets currencies bought with real money inside closed game economies.
Why the network escalated
The network held workshops with industry bodies in June and September 2025. It's since found indications that a high number of companies made no substantive changes after the guidance or years of talks. Self-regulation schemes such as PEGI brought some improvements, the network said, but often failed to address the core of harmful practices.
Loot boxes are getting particular attention, especially where they're aimed at or available to children. Dark patterns and direct exhortation of children to buy (already prohibited under EU law) are under scrutiny as well, including misleading countdown timers and unfounded scarcity claims. In the Activision Blizzard case, the network is also examining data collection, addictive design, default parental controls and account blocking.
Frequently asked questions
Do the EU's in-game virtual currency principles cover cryptocurrency?
No. A footnote in the CPC Network's March 2025 principles excludes cryptocurrencies and similar encryption-based digital currencies used as an alternative form of payment. Virtual currencies as defined in the EU's fifth anti-money laundering directive are excluded too, as are currencies that can only be earned through play.
What rights do players have over in-game currency under the EU principles?
Players keep a 14-day right of withdrawal, including for virtual currency bought but not spent. The real-world price of items and currency must be shown prominently, and terms letting companies change currency value unilaterally or close accounts without contest were flagged as unfair.
Which games are included in the EU virtual currency actions?
The eleven games are Diablo Immortal, Call of Duty Mobile, Hunt: Showdown 1896, Forge of Empires, Candy Crush Saga, Minecraft, Mech Arena, Gardenscapes, Valorant, Clash of Clans and For Honor. They were selected for their broad reach, availability across devices and range of age ratings.
