Italy vs Microtransactions: What the AGCM Probe Means for Mobile Gamers

Italy vs Microtransactions: What the AGCM Probe Means for Mobile Gamers

Hook: If you've ever opened a mobile game, felt nudged into a timed sale, or watched a virtual currency bundle that looks cheap until you do the math — you're not alone. Italy’s competition authority has opened an investigation that could reshape how mobile games sell digital items across Europe, and players should know what’s at stake.

The headline — AGCM opens two probes into Activision Blizzard

In January 2026 Italy’s Autorità Garante della Concorrenza e del Mercato (AGCM) launched two formal investigations into Microsoft-owned Activision Blizzard, focusing on its mobile titles Diablo Immortal and Call of Duty Mobile. The regulator alleges the studio used design elements that are misleading and aggressive, pushing players — including minors — toward in-game purchases without clear information on real cost or necessity.

“These practices, together with strategies that make it difficult for users to understand the real value of the virtual currency used in the game and the sale of in-game currency in bundles, may influence players as consumers — including minors — leading them to spend significant amounts…” — AGCM, Jan 2026

Why this matters now (2026 context)

Regulatory scrutiny of game monetization has been accelerating through 2024–2026. National authorities across Europe tightened guidance on loot boxes and dark patterns in late 2025, and the AGCM action signals a shift from guidance to enforcement. For players, this means more than headlines: potential changes could affect how games display prices, how app stores vet monetization systems, and what protections parents and consumers get across the EU.

What “misleading and aggressive” monetization actually looks like

“Misleading and aggressive” covers a range of design and commercial tactics. Below are the common elements regulators are targeting, with practical examples and why they matter for consumers.

1. Dark patterns and manipulation

Dark patterns are UI/UX choices that steer players toward spending. Examples include:

• Fear-of-missing-out timers on store bundles and events that pressure quick purchases.
• Gamified purchase flows that reward repeated engagement until the player finally pays to bypass friction.
• Obscured cancel/opt-out options for recurring purchases or subscriptions.

2. Obfuscated virtual currencies and bundles

When games sell currency rather than directly priced items, it becomes hard to calculate real cost. Issues include:

• Bundles with bonus currency that make per-item pricing opaque.
• No clear conversion or “price-per-item” display, so players can’t judge value.
• High-ticket currency packs (examples cited include purchases up to $200 in Diablo Immortal) promoted for progression or exclusive items.

3. Targeting of minors and insufficient age checks

Children are particularly vulnerable to FOMO and in-game peer pressure. Regulators flag designs that intentionally or negligently make it easy for underaged players to spend significant sums with weak parental controls.

4. Pay-to-progress mechanics hidden behind cosmetic framing

When progression speedups, crafting resources, or key upgrades are sold as optional but required for competitive parity, players face implicit coercion: pay to stay competitive or fall behind.

5. Loot boxes and randomized rewards

Although loot boxes have long been in regulators’ sights, the combination of randomized rewards plus time-limited purchase windows and opaque odds is a red flag for consumer protection and gambling law teams.

How Italy’s probe could change mobile game purchases in Europe

The AGCM’s investigation into Activision Blizzard may be focused on two titles, but the outcomes could set precedents. Here are the likely channels for change and what players should expect.

1. Better price transparency — “show the real cost”

One predictable outcome is a requirement that games display a per-item real-money equivalent and clear currency conversion tables. Expect rules similar to what consumer groups have been pushing for: show how much a skin or loot roll actually costs in local currency, not just in-game credits.

2. Clear labeling of randomized purchases and odds disclosure

Following trends across Europe, we’ll likely see mandatory disclosure of drop rates and clearer labels for any purchase involving randomized rewards. That reduces the impulse buy driven by the hope of a rare drop.

3. Stricter age gating and parental control standards

Regulators want to limit minors’ exposure. Expect standardized age-verification prompts, stricter default parental controls, and easier ways to block in-app purchases across devices.

4. Limits on bundling and “decoy” bundles

Sales tactics that bundle large amounts of currency to mask per-item value could be restricted. This might lead to simpler shop menus (single items at single prices) and fewer manipulative “best value” decoys.

5. App store policy alignment and enforcement

If national regulators force changes, app stores (Apple, Google) will need to update their policy requirements and review processes — forcing developers to comply globally or risk removal from storefronts.

Wider regulatory ripple: Could this shape EU-wide rules?

Yes. National probes often serve as test cases. If AGCM imposes fines or binding remedies, other European consumer agencies and the EU Commission may use the decision to craft wider rules. Possible EU-level measures by 2027 could include:

• Standardized consumer disclosure for virtual goods across member states.
• Harmonized age-verification requirements for games containing real-money transactions.
• Regulatory definition of loot boxes under gambling or consumer law for certain mechanics.

What this means for publishers and developers

Developers will face compliance costs, but also an opportunity: clearer rules can restore trust with players. Anticipated shifts include:

• More straightforward pricing and less reliance on obfuscated currencies.
• Increased use of subscriptions and battle passes as alternatives to randomized monetization.
• Improved parental controls and explicit consent flows for purchases.
• Potential redesign of events that now rely on scarcity and timed paywalls.

How mobile gamers should respond — practical, actionable advice

Whether or not regulators ultimately force changes, players can protect wallet and experience today. Here’s a checklist you can act on now.

Immediate steps to avoid manipulative spending

• Set spending limits: Use your platform’s parental controls or payment provider to cap monthly in-app spending.
• Inspect currency math: Before buying, calculate the price-per-item. If the store sells credits, divide cost by credits and compare to item prices.
• Avoid FOMO buys: If an item is “limited,” pause 24 hours. Many impulse buys happen in the first 10 minutes.
• Use disposable/prepaid cards: Pay with a limited prepaid card so you can’t overspend your budget.
• Read odds and small-print: Check for drop rates and refund policies. If they’re absent, that’s a red flag.

Longer-term consumer tactics

• Follow regulatory tracking: Monitor AGCM and consumer organizations for updates — they often publish test cases and compliance guidance.
• Wait for post-launch patches: Developers may revise monetization after regulatory pressure; waiting 1–2 months post-launch can avoid early exploitative monetization.
• Use community watchdogs: Watch reviewers and streamer breakdowns; experienced players often reverse-engineer the real costs and odds.
• Demand transparency: Comment on store pages and social channels asking for clear pricing. Collective feedback accelerates change.

Expert view: What to watch in 2026 and beyond

From an industry and regulatory perspective, we expect three big trends this year:

1. Enforcement over guidance: After several years of advisory documents, national regulators are moving to formal investigations and sanctions.
2. Standardized disclosure requirements: Look for mandates on showing the real-money equivalent of in-game purchases and required odds disclosure for randomized items.
3. Monetization pivots: More publishers will experiment with subscription-style access, one-time cosmetic stores, and battle-pass systems that are perceived as fairer by consumers and regulators.

These trends will shape not only Activision Blizzard’s titles but also how new mobile releases are designed across studios of all sizes.

Case study snapshot: Diablo Immortal and Call of Duty Mobile

AGCM singled out Diablo Immortal for its large currency bundles and items that accelerate progression — purchases that can run into triple-digit USD amounts — and Call of Duty Mobile for event mechanics and time-limited offers that drive spending. While both titles remain free-to-play, the line between free access and pay-to-proceed is what investigators will scrutinize.

For players, the practical implications look like clearer shop pages, required odds disclosure for randomized items, and possibly reduced prominence of limited-time paywall mechanics while regulators investigate.

Possible industry reactions and business impacts

Publishers may adopt several defensive and proactive strategies:

• Voluntary changes: Some studios will preemptively simplify shops and add transparency to avoid fines.
• Legal challenges: Large publishers may contest AGCM findings — expect long legal battles and public statements.
• Market changes: If certain monetization forms are restricted, revenue models could shift, affecting development priorities and live-service content cadence.

Final takeaways for gamers

Italy’s AGCM probe into Activision Blizzard is more than a regulatory skirmish: it’s a signal that Europe is moving from complaints to concrete enforcement. For players this translates to greater transparency, more parental safeguards, and potentially less manipulative shop design — but progress will be incremental and contested.

Actionable summary:

• Start using spending controls and prepaid payment methods now.
• Calculate the real price per item before you buy in-game currency bundles.
• Hold off on early limited-time purchases; wait for post-launch changes or community analysis.
• Follow AGCM and consumer groups — they publish useful, free breakdowns of cases and rulings.

Where to stay informed

Follow official AGCM releases, EU consumer protection updates, and trusted gaming news outlets. For quick monitoring, set alerts for keywords like “AGCM,” “Activision Blizzard,” “microtransactions,” and specific game names. Community forums, streamers, and watchdog Twitter/X threads often surface practical spending tips and document changes as they happen.

Call to action

Want clear, actionable updates on how regulation affects the games you buy? Subscribe to our newsletter at gamings.shop for breakdowns of major rulings, step-by-step guides to protect your wallet, and curated deals on transparent, player-friendly titles. If you’ve logged a questionable purchase in Diablo Immortal or Call of Duty Mobile, tell us — we track community reports and share them with regulators and consumer groups.

Related Reading

• From Page to Screen: Building Portfolios That Sell Graphic Novels for Adaptation
• From Cannes to Content Sales: How Festival Winners Like ‘A Useful Ghost’ Travel to Global Buyers
• Creating a Minimalist Pregnancy App Stack for Mental Health and Wellbeing
• TPMS and Smart Insoles: When High-Tech Comfort Crosses Into Tyre Safety
• If Your Therapist Asks to See Your AI Chat Logs: A Patient’s Guide to Boundaries and Privacy