Italian regulators have launched a probe into Activision Blizzard, the parent company of popular gaming franchises like Call of Duty and World of Warcraft, over allegations that its free-to-play titles, including Diablo Immortal and Call of Duty: Mobile, employ "misleading and aggressive" monetization practices.
According to the Italian Competition Authority (AGCM), these mobile games rely on deceptive user interface designs aimed at encouraging lengthy play sessions and prompting players to spend real money in-game. Players may receive push notifications urging them to purchase limited-time items or miss out on rewards, with reminders that can pop up during gameplay and outside of it.
Regulators are also scrutinizing parental control settings, which they claim are set too permissively, allowing children to make in-game purchases and play for extended periods without adult supervision. The watchdog will investigate potential breaches of consumer contractual rights and practices that could lead players to unknowingly surrender their rights, including the EU's 14-day right to withdraw from a contract.
The use of loot boxes and other in-game purchases has long been at the heart of free-to-play games' revenue streams. This can blur the line between natural progression and pay-to-win advantages, leading to concerns about fairness and exploitation. A recent example cited by regulators includes a player who reportedly shelled out $100,000 on Diablo Immortal alone, highlighting the risks associated with such monetization models.
The AGCM's investigations mark another major probe into Activision Blizzard's business practices in Europe, where regulators have expressed growing concern over the industry's use of aggressive and exploitative marketing tactics.
According to the Italian Competition Authority (AGCM), these mobile games rely on deceptive user interface designs aimed at encouraging lengthy play sessions and prompting players to spend real money in-game. Players may receive push notifications urging them to purchase limited-time items or miss out on rewards, with reminders that can pop up during gameplay and outside of it.
Regulators are also scrutinizing parental control settings, which they claim are set too permissively, allowing children to make in-game purchases and play for extended periods without adult supervision. The watchdog will investigate potential breaches of consumer contractual rights and practices that could lead players to unknowingly surrender their rights, including the EU's 14-day right to withdraw from a contract.
The use of loot boxes and other in-game purchases has long been at the heart of free-to-play games' revenue streams. This can blur the line between natural progression and pay-to-win advantages, leading to concerns about fairness and exploitation. A recent example cited by regulators includes a player who reportedly shelled out $100,000 on Diablo Immortal alone, highlighting the risks associated with such monetization models.
The AGCM's investigations mark another major probe into Activision Blizzard's business practices in Europe, where regulators have expressed growing concern over the industry's use of aggressive and exploitative marketing tactics.
they need 2 step up their game (haha get it?) & make sure their monetization practices r transparent & fair, especially for kids 
. like imagine if u were playing a game with ur kid n u realized u spent like 50 bucks on in-game stuff without even realizing it 
. thats just crazy! anywayz i hope activision blizzard takes this as an opp to improve their game & not just use it 2 get more revenue 
just got my hands on some juicy stats from a study on free-to-play games & their monetization tactics 
they found that 75% of players report feeling pressured to spend more money in-game, while 40% admit to using 'auto-renewal' features without even realizing it 
did you know that the EU's loot box regulations have been linked to a 27% decrease in reported problem gaming? 
time for some real change, imo 
eu's 14-day right to withdraw from a contract is super important we need more scrutiny on these games' monetization practices 
, gotta say, these free-to-play games are straight-up predatory 
- it's like they're playing a game of psychological manipulation 
. I mean, who needs that kind of pressure in their gaming life? 
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And yeah, the lack of parental control settings is super concerning - my little sis plays World of Warcraft online with her friends all the time and it would be so cool if we could limit how much she spends in-game 
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honestly who doesn't know you gotta shell out 100k bucks for a game? it's not like they're trying to scam people or anything 
just saying it's wild that someone spent that kinda cash on Diablo Immortal. the whole free-to-play thing can get pretty sketchy, though. i mean, if your kid's gonna play games all day without you knowing, isn't that kinda a parent's job? 
I mean, what's new? Another bunch of grown-ups trying to figure out how to keep their kids from blowing a fortune on in-game loot 
. The real question is, who's going to foot the bill for all these kids' in-game purchases? Probably the poor souls at Activision Blizzard 
It's like, I get that games need to make cash, but do they have to be so sneaky? 
Players need to chill and don't let games control their lives 
(source: Distracted Boyfriend)
. I mean, it's all fun and games until you realize how much cash is going into your wallet. I've seen those push notifications popping up during gameplay and outside of it – it's like they're trying to suck every last penny outta you! 