EU Takes Enforcement Action Against Nine Game Companies Over In-Game Currency

October 1 (IT Home) — The European Commission is taking enforcement action against nine video game companies over in-game virtual currencies and the pricing of items, with the aim of protecting players’ rights.

IT Home notes that the enforcement actions formally began on 29 September 2026, as a follow-up to the Consumer Protection Cooperation Network’s (CPC Network) Key Principles on In-Game Virtual Currencies. Those guidelines were published in March 2025 to push for transparency and fairness in in-game currencies and transactions.

The CPC Network had previously held extensive consultations with major game studios and publishers before finalising those key principles. After subsequent checks, however, the authorities found signs that a considerable number of game companies had still not made substantive changes to their games in line with the published guidance — even though the CPC Network had already held several rounds of in-depth talks with the games industry over the past few years.

On 30 September, the CPC Network and the European Commission issued a joint statement naming the companies concerned and publicly calling on them to adjust their in-game currency and transaction systems to comply with the principles. Those named include Activision Blizzard’s UK branch, Mojang AB, Riot Games Limited, Supercell Oy and Ubisoft’s Europe, Middle East and Africa branch.

The joint statement said: “Some video games directly induce children to spend money, and EU consumer protection law already prohibits such practices. Consumers across Europe should be able to play and experience games without being tricked into spending more money and time than they intend.”

According to the European Commission, the enforcement focuses on seven core principles: clear and transparent pricing; not concealing the real cost; not forcing players to buy game currency they do not need; giving sufficient information before purchase; respecting consumers’ right of withdrawal; using fair and easy-to-understand terms of service; and protecting vulnerable consumer groups.

The European Commission proposes that when players use virtual currency to buy items in a game, the actual price of that item in real money must be displayed directly. In addition, games must not deliberately set up cumbersome currency exchange processes, nor mix several different virtual currencies, which obscures how much is really being spent.

Beyond that, game design must not make players feel pressured into “having to buy large amounts of virtual currency in order to continue the story or experience the game normally.” Players also have the right to withdraw a transaction within two weeks, and the same refund and withdrawal rules apply to unused virtual currency.

Michael McGrath, the European Commissioner responsible for democracy, justice, the rule of law and consumer protection, said in the statement: “Around half of Europeans play video games, and games have become a very important part of the digital economy and of people’s daily lives. Having such a broad audience also means having a corresponding responsibility. The games industry must make sure that games do not expose players, especially children, to harmful or unfair business practices. The commercial rules of games themselves should be fair, and the relevant regulations must be complied with. National authorities, with the assistance of the European Commission, will make sure these rules are enforced.”

The action follows the leak online of a draft of the EU Children Act, and marks another major regulatory move by the EU in the video game field. The proposed legislation would require age verification for a number of online services, including some multiplayer games that pose a risk to minors.