European consumer protection authorities have unveiled a bold and ambitious effort to go after several critical gaming companies over their use and marketing of in-game digital currencies. A new probe has been launched, sanctioned by the European Commission, that aims to ‘promote transparency and fairness to protect the rights of consumers playing video games, particularly minors.’
In a follow-up press release, the Italian antitrust authority has revealed a special mission to target Microsoft’s video game studios, including Activision Blizzard, King, and Mojang. Additionally, the EU Commission is looking into the likes of Crytek, InnoGames, Plarium, Supercell, Ubisoft, and Riot Games.
Digital Currency Comes Under Fire Again
In a recent release, the Autoritá Garante Della Concorrenza e del Mercato confirmed that a set of ‘coordinated actions’ had been kicked off within the Consumer Protection Cooperation Network in Europe.
Ten video game companies have been identified as part of an effort to target potential infringements and behaviors that could ‘harm the interests of consumers’ in European nations.
Here’s the full list of companies and studios being scrutinized by this action:
- Activision Blizzard UK
- Crytek
- InnoGames
- King.com
- Mojang AB
- Plarium Europe
- PLR Worldwide
- Riot Games
- Supercell
- Ubisoft EMEA
It’s worth highlighting that the European reach is, at present, limited exclusively to the branches of these companies that reside in these regions.
The Italian Competition Authority has been given a special recommendation to pursue Microsoft’s companies. The press release stressed:
This coordinated action therefore provides a broader context for the investigations previously launched by the Authority at national level last December, into certain Microsoft group companies in relation to the video games Diablo Immortal and Call of Duty. The Authority expressed concerns about a lack of transparency and fairness in the use of virtual currencies within games by the companies in question.
It’s all centered on the use of digital currency to facilitate in-game purchases, which the EU Commission refers to as ‘cosmetic upgrades’ and ‘weapon upgrade packs’. The issue is mostly tied to how these currencies are represented, with companies naming them ‘platinum’, ‘globes’, or ‘diamonds’, but ultimately requiring these fictional currencies to be purchased with Euros (or a similar fiat currency).
The press release was damning, suggesting that this initiative seeks to target and ultimately eliminate ‘dark patterns, inadequate parental controls, and a lack of assistance when accounts are blocked.’
It’s about addressing vulnerable consumers, including those at risk of developing gaming addictions. The consortium hopes to help instil measures to ‘keep track of how much money they are spending’ in games, and to eradicate some of the shadier measures around the sale and marketing of in-game cosmetics and digital currencies.
Do you think more needs to be done regarding the use of in-game currency? Let us know your thoughts on the Insider Gaming Discord server.
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Grant has been gaming for 30+ years and in the industry for 10+. You'll probably find him playing a post-apocalyptic game or an extraction shooter somewhere.
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