The Italian Competition Authority (AGCM) has launched an investigation against Activision Blizzard, focusing on the monetization systems implemented in its mobile titles, Diablo Immortal and Call of Duty Mobile. The main accusation refers to the alleged creation of misleading and aggressive practices that would violate consumers’ contractual rights.
Incitement to spend money
This scrutiny is not surprising, given the growing interest of governments in monetization in video games, a topic that became heated after the controversy with Electronic Arts’ Star Wars Battlefront II. In this context, Activision Blizzard’s multiple experiences with monetization systems, from loot boxes in Overwatch to updates in Diablo and Call of Duty, have increased regulatory attention.
The research focuses on how user interface design can encourage players, particularly younger ones, to spend money repeatedly and play for extended periods, creating a vicious cycle. This includes notifications both in and out of the game that promote rewards and attractive offers, although the existence of direct calls to players has not been corroborated, despite being mentioned in the AGCM statement.
In addition, the transparency in presenting the value of virtual currency will be examined and how coin packages can encourage increasingly larger purchases. The Italian authority is also paying special attention to parental control mechanisms and the protection of personal data, concerned about the impact these practices may have on underage players.