17 January 2026 [21:28] — Vladimir Fetisov. Italy's Competition and Market Authority (AGCM) has launched two formal investigations into Activision Blizzard, the game publisher now owned by Microsoft. The inquiries focus specifically on the company's mobile titles Diablo Immortal and Call of Duty: Mobile and probe whether their monetization techniques amount to misleading or unduly aggressive commercial practices.
According to the AGCM, the regulator is examining claims that the games employ a range of user-interface design choices intended to encourage longer and more frequent play sessions while simultaneously pressuring players to make real-money purchases. The authority described these measures as potentially constituting "deceptive user interface design" aimed at nudging users toward spending.
The regulator highlighted the use of notifications about limited-time items, in-game messages urging players not to miss out on rewards, and push notifications that appear both during play and when the game is not active. Such tactics are under scrutiny for possibly creating a continuous stream of prompts that could push players toward impulse purchases.
AGCM also raised concerns about virtual currencies and bundled in-game currency packages that may make it difficult for players to understand the real-world cost of purchases. The regulator is investigating whether such currency systems obscure pricing in a way that could mislead consumers about how much they are actually spending.
Parental controls in the titles are another focus of the probe. The authority says default settings may be too permissive, allowing in-app purchases and unlimited playtime without sufficient restrictions, which could expose minors to unwanted charges or excessive gaming. AGCM is assessing whether these default configurations undermine consumer protection and parental oversight.
The watchdog is searching for potential breaches of consumer contract rights and practices that might encourage consumers to unknowingly waive those rights, including the EU statutory right to withdraw from a purchase within 14 days. The investigation will determine whether the games' mechanics or interfaces effectively pressure users into forfeiting such protections.
The inquiry comes amid longstanding debate over the free-to-play business model, which relies heavily on in-app purchases for revenue. Unlike premium, pay-once titles, free-to-play games can blur the line between normal progression and so-called "pay-to-win" dynamics. The concerns are underscored by reports that at least one player spent around $100,000 in Diablo Immortal, illustrating the potential scale of individual spending in these titles.
AGCM's investigations are ongoing; the authority is gathering evidence and assessing whether enforcement action or remedies will be necessary depending on its findings.