**Italy Cracks Down on Activision Blizzard’s Sneaky Sales Tactics**
Uh-oh, looks like Activision Blizzard is in hot water again! Italy’s antitrust regulator, Autorita Garante della Concorrenza E Del Mercato (AGCM), has just launched two separate investigations into the company’s sales practices for its popular mobile games, Diablo Immortal and Call of Duty Mobile.
Apparently, the AGCM is not happy about Activision Blizzard’s use of “deceptive and aggressive” tactics to get kids hooked on these games and prompting them to make in-game purchases without their parents’ knowledge or consent. Yeah, you read that right – we’re talking about tactics that are designed to make kids spend their parents’ money without them even realizing it!
According to the AGCM, these tactics include using design elements to induce customers (especially kids) to play for extended periods and make in-game purchases by creating a sense of FOMO (fear of missing out on rewards). The regulator is also concerned about the lack of transparency around the true value of digital currencies used in the games and the way in-game currency is sold in bundles, which can lead to huge spending without the player being fully aware of the costs.
This isn’t the first time Activision Blizzard has faced heat for its monetization practices. Remember Diablo Immortal? Yeah, that game allows players to spend up to $200 on in-game cosmetics and currency, which can be used to speed up progress or acquire items for crafting. No surprise that players tend to spend a lot repeatedly during gameplay!
The AGCM is also looking into the games’ parental controls, which allow minors to make in-game purchases, play for extended periods without restrictions, and even communicate with other players online. And, of course, there are concerns about privacy – it seems like the games are encouraging players to opt-in for all consent options when signing up, and the AGCM wants to know more about Activision Blizzard’s consent process for harvesting and using personal data.
In a statement, the AGCM said that Activision Blizzard may be breaching consumer protection rules and its responsibility to exercise due diligence in a sector that’s super sensitive to the risks of gaming-related addiction.
I haven’t heard back from Activision Blizzard yet on this, but if you’re interested in learning more about the regulatory landscape and monetization practices in the gaming industry, be sure to check out our upcoming event in San Francisco on October 13-15, 2026!
