Italy investigates Activision Blizzard for abusive monetization practices

The Italian Competition Authority (AGCM) has initiated two investigations into Activision Blizzardbelonging to the group Microsoftfor the monetization practices of video games Diablo Immortal y Call of Duty Mobile.

Both titles, advertised as free, contain in-game purchases. However, the company is accused of carrying out deceptive and abusive practicesas well as infringing on consumer rights, to get players to spend money on them.

Specifically, the authorities consider that these practices are violating the duty of professional diligence in a sector sensitive to the risks of gaming addiction.

In a press release, the AGCM has explained that the investigations are based on the “misleading” design of the game interface, intended to induce players to spend more money with offers and rewards, as well as spend more time watching the video game with external promotions through push notifications. For example, with limited edition items before they are no longer available in hours.

These practices make it difficult for users to truly understand the virtual currency in the game and in coin packs, which can lead to players, including minors, investing an amount of money greater than that required to advance in the game without being aware of the real expense.

The authorities have also warned of the lack of parental control within the games investigated, leaving minors unprotected against this type of abusive practices.

Italy will also examine how consent is obtained for the processing of players’ personal data, considering that they are induced to tick all consent boxes, including commercial profiling, making them believe it is mandatory.

Finally, investigations will evaluate how Activision Blizzard can unilaterally block accounts within these games, leaving players who have spent an amount of money without access to them.

FORTNITE, FINED MORE THAN 1 MILLION EUROS

The case of Activision Blizzard is not the only one investigated for its abusive monetization practices. This week, The Netherlands has sanctioned Epic Gamesowner of Fortniteto pay a fine of more than 1.1 million euros by “exploit children’s vulnerabilities” and “employing unfair business practices targeting children.”

The Netherlands Authority for Consumers and Markets (ACM) reported the company for “pressuring” children to make in-game purchases through promotions that directly encouraged them to buy, many of them using a fake countdown to get a limited item.

The Dutch investigation also focused on the item shopin which articles changed daily without announcing what products would appear next, creating a need to buy without having full consciousness. For this reason, Fortnite will also have to modify the design of its item store in the absence of parental controls.