EU consumer network targets video game companies over virtual currencies

The Consumer Protection Cooperation (CPC) Network has launched enforcement actions against nine video game companies regarding their use of in-game virtual currencies. This coordinated effort follows years of pressure from the Norwegian Consumer Council and 21 other European consumer organizations, which filed legal complaints in 2024.

The investigation targets companies including Activision Blizzard, Crytek, InnoGames, King, Mojang, Plarium, PLR Worldwide Sales, Riot Games, Supercell, and Ubisoft. The assessment focuses on whether these companies are adhering to ‘Key Principles’ established in 2025, which aim to ensure transparency in digital economies.

Key areas of concern include the use of virtual currencies to obscure real-world costs, loot boxes, artificial scarcity, and design patterns like countdowns that pressure consumers into making purchases. The CPC Network emphasized that the selection of these games was based on their broad reach and varied age ratings, which can amplify the impact of these practices on vulnerable groups, particularly children.