How Italy’s Investigation Into Activision Blizzard Could Change Mobile Game Monetization

Why Italy’s AGCM probe into Activision Blizzard matters to every mobile gamer (and every parent)

Hook: If you’ve ever felt nudged, tricked, or rushed into buying gems, a battle pass, or a cosmetic you didn’t really want—especially when your kid was watching—you’re not alone. Italy’s competition watchdog has opened probes that could rewrite how mobile developers design in-game purchases and protect children across the EU and beyond.

Top takeaways — the story in 90 seconds

• The Italian regulator, AGCM, announced two investigations in January 2026 into Microsoft’s Activision Blizzard for alleged “misleading and aggressive” monetization in Diablo Immortal and Call of Duty Mobile.
• AGCM’s concerns focus on UX elements that push players—especially minors—toward long sessions and high spending, and on obscured pricing and currency-bundle tactics.
• Regulatory action in Italy could force clearer pricing, limits on certain mechanics for minors, changes to virtual currency bundles, and inspire similar enforcement across the EU and global platforms.
• Practical result: expect more transparent monetization models (subscriptions, clear item prices), stronger parental controls, and a push away from dark patterns in mobile UX.

What the AGCM is investigating — the details

In January 2026 the Autorità Garante della Concorrenza e del Mercato (AGCM) announced two formal probes into Activision Blizzard’s mobile titles. The regulator flagged design choices that it says:

• Induce extended playing sessions and repetitive engagement,
• Use urgency and scarcity messaging to pressure purchases (“don’t miss out” mechanics),
• Obscure the real value of virtual currency and sell that currency in opaque bundles, and
• Potentially exploit minors by making purchases easier and downplaying cost.

“These practices, together with strategies that make it difficult for users to understand the real value of the virtual currency used in the game and the sale of in-game currency in bundles, may influence players as consumers — including minors — leading them to spend significant amounts, sometimes exceeding what is necessary to progress in the game and without being fully aware of the expenditure involved.” — AGCM, Jan 2026

What the regulator means by “misleading and aggressive” design elements

“Misleading” and “aggressive” are legal terms with UX and behavioral design implications. In practical terms, AGCM is pointing at what the industry commonly calls dark patterns—design techniques that manipulate users into choices they might not make under clear, neutral conditions.

Common dark patterns flagged in mobile monetization

• Obfuscated pricing: Using multiple layers of virtual currency so the real money cost per item is unclear.
• Urgency and artificial scarcity: Countdown timers, “limited-time” bundles, or “flash” offers that nudge impulsive buys.
• Randomized rewards (loot boxes): Making desirable items available via chance, leveraging variable reward schedules tied to gambling-like behaviors.
• Progress gating: Artificially slowing progression without purchases, then presenting purchases as the only quick solution.
• Sneak into purchase flows: Defaulting to one-click buys, hiding price confirmation, or making cancellation difficult.
• Social pressure nudges: Live events or leaderboards that push players—especially kids seeking social status—to spend.

Why minors are central to AGCM’s concern

Children and teenagers are more vulnerable to impulse cues, peer pressure, and persuasive interfaces. AGCM’s statement explicitly calls out the risk to minors, which aligns with broader EU attention on protecting young users online (from safety to economic exploitation).

Design elements that exploit scarcity, time pressure, and obscured currency exchange rates can lead to significant spending by users who lack financial literacy or impulse control. Regulators see this as both a consumer protection and a child welfare issue—not merely a commercial grievance.

Where this fits into the 2026 regulatory landscape

The AGCM move is not an isolated occurrence. By 2026 several regulatory and policy trends have converged:

• EU consumer and digital law evolution: Since the mid-2020s the EU has tightened consumer protections and digital platform accountability—rules increasingly target opaque monetization and manipulative UX.
• Platform policy shifts: Apple and Google have been pressured to tighten in-app purchase disclosures and child protection features; expect more platform-level enforcement and new store policies.
• Precedents in EU member states: National regulators (e.g., Belgium, Netherlands) set early examples limiting randomized monetization; Italy’s AGCM is the latest to apply competition and consumer rules to mobile UX.
• Public scrutiny and litigation: High-profile complaints and class actions in multiple jurisdictions have put monetization practices under legal and PR pressure.

Possible outcomes of the AGCM probes

Regulatory investigations can result in a spectrum of outcomes. Here’s what could realistically happen and what each would mean for players and publishers:

1) Enforcement orders and fines

AGCM could order Activision Blizzard to stop specific UX practices and impose fines. That would force immediate changes to in-game flows (clearer pricing, removed timers, or altered reward mechanics).

2) Mandatory disclosures and labeling

Games might be required to show the real-money price of cosmetic items, the exact exchange rate for virtual currency, and explicit chance odds for randomized rewards. This increases transparency and enables informed purchases.

3) Age-based restrictions and default limits

Italy may push for rules limiting certain mechanics for minors—like banning loot boxes for under-18s or requiring stricter age verification and parental consent for purchases.

4) Industry-wide ripple effects

Even if the AGCM’s action targets only Activision Blizzard in Italy, large publishers typically prefer consistent global UX. Expect worldwide changes to avoid fragmented compliance: revamped bundles, new purchase confirmations, and altered sale strategies.

How mobile monetization could shift — concrete changes to expect

The probe accelerates monetization trends already visible in late 2025. Here are practical changes developers, publishers, and players should prepare for.

More explicit, per-item pricing

Instead of selling opaque currency bundles, publishers will likely display the direct price of items (e.g., “This skin = €4.99”) and show how currency converts to item cost. That clarity reduces impulse friction and regulatory risk.

Less reliance on randomized pay mechanics

Loot boxes and randomized drops are politically and legally risky. Expect many publishers to shift toward guaranteed purchases (direct buy cosmetics) or to limit random mechanics to adults with verification steps.

Subscription-first options

Subscriptions (season passes, premium accounts) provide predictable revenue without the same ethical concerns as aggressive microtransactions. We’ll see more hybrid models mixing lower friction subscriptions with non-manipulative item stores.

Stronger parental controls and spending dashboards

In response to child-safety demands, games and app stores will likely add native parental dashboards showing play time, purchases, and enforceable spending limits.

Design audits and ethical UX standards

Publishers will increasingly do pre-release UX audits for dark patterns, sometimes driven by in-house compliance teams or third-party certifications—similar to accessibility or data-protection audits.

Real-world impact: what players and parents should do now

Regulatory processes take time. While that happens, here are immediate, actionable steps.

For players

• Enable purchase authentication on your device store (require password/biometrics for each purchase).
• Use pre-paid cards or gift cards for in-app spending to limit accidental overspend.
• Review item prices carefully; seek direct-price alternatives instead of opaque currency bundles.
• Watch for announcements from games about UX changes—some patches will update purchase flows and currency displays.

For parents and guardians

• Set spending caps and require approval for all in-app purchases.
• Use app-store parental controls and family sharing features to monitor purchases.
• Talk with kids about how monetization works—explain odds, real money equivalence, and impulse spending risks.
• Prefer titles that clearly display item prices and offer non-randomized cosmetic purchases.

For gamers who monetize content creators or run communities

• Flag predatory mechanics in reviews and community channels—public pressure accelerates change.
• Promote games that offer ethical monetization; community choices influence publisher priorities.

Advice for developers and publishers: survive and thrive ethically

Regulation is not just a threat—it's an opportunity to build trust and long-term revenue. Here are pragmatic steps studios should take in 2026:

1. Audit current UX flows for dark patterns. Map every purchase funnel and identify nudges that could be deemed aggressive.
2. Implement transparency defaults: show real-money equivalents, odds, and clear cancellation flows.
3. Introduce parental controls and age checks where mechanics could exploit minors.
4. Offer non-randomized buying options for premium cosmetics and convenience items.
5. Explore subscription and ad-reward hybrids to diversify revenue while reducing reliance on manipulative purchases.
6. Engage with regulators and industry bodies to co-develop practical rules and compliance standards.

Global spillover: why Italy’s action won’t stay local

Major publishers operate global live-service ecosystems. Changing UX in Italy only makes sense if deployable elsewhere. Expect three ripple effects:

• Platform policy updates: Apple and Google will tighten storefront rules to align with EU consumer protection enforcement.
• Worldwide publisher updates: To avoid compliance patchworks, studios will tend to roll changes globally.
• New standards and labels: Industry associations may create voluntary labels for “kid-safe monetization” and clear pricing badges that become de facto consumer expectations.

What success looks like — healthy monetization that respects players

Real success is not zero microtransactions; it’s sustainable economics plus trust. Healthy models in 2026 will share these traits:

• Transparency: Prices and odds are visible and understandable.
• Consent and control: Users (and parents) can set limits and opt out of aggressive prompts.
• Value alignment: Purchases are optional and provide non-essential convenience or cosmetic value rather than gating progression.
• Choice diversity: Multiple fair ways to progress—play-to-earn time, subscription, or direct purchase.

Future predictions — what to watch for in 2026 and beyond

• Faster regulator coordination: EU agencies will share findings; national enforcement will harmonize on common remedies.
• Standardized monetization disclosures: A cross-platform label showing “Price, Odds, Age Risk”—similar to energy labels on appliances.
• Subscription-led growth: More studios will pivot to lower-churn subscriptions with premium benefits.
• Age-segmented experiences: Games will offer alternate, low-pressure UX for minor accounts.
• Technical safeguards: App stores may enforce default spending limits for underage accounts.

What to monitor next

Follow these signals to see how the AGCM probes evolve and how quickly the industry reacts:

• AGCM press releases and enforcement orders (watch for concrete remediation steps).
• Patch notes from Activision Blizzard for Diablo Immortal and Call of Duty Mobile—changes to shops, timers, and currency displays will be telling.
• App-store policy updates from Apple and Google regarding in-app purchase transparency and age protections.
• Industry responses—whitepapers, ethical monetization standards, and third-party audits.

Final thoughts: a turning point for mobile monetization

Italy’s AGCM has put a bright spotlight on a practice millions of players encounter daily. Whether you’re a gamer tired of manipulative UX, a parent protecting a child’s allowance, or a developer building sustainable revenue, this moment matters.

Regulatory pressure will reshape how companies design engagement loops and monetize players. The most successful studios will be those that embrace transparency, respect user autonomy, and offer clear, fair choices. That’s better for players—and for long-term business health.

Actionable checklist — what to do right now

• Enable purchase authentication and family spending controls on your devices.
• Prefer games with clear pricing, or use gift cards to limit exposure.
• If you’re a developer, run a dark-pattern audit and publish a remediation roadmap.
• Parents: set explicit rules and review purchase histories weekly.
• Community leaders: call out opaque practices and reward studios that publish clear pricing and odds.

Call to action

If you want timely updates on the AGCM probes, patch changes in Diablo Immortal and Call of Duty Mobile, and practical guides for safer play, join our community. Subscribe for weekly briefings, UX breakdowns, and legal-roundup explainers so you can protect yourself and your family—and help push the industry toward fair, sustainable monetization.

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