The European Union is stepping up its efforts to regulate in-game purchases and monetization practices in video games. EU microtransaction rules are becoming more demanding, requiring developers and publishers to pay closer attention to pricing transparency, virtual currency sales and consumer protection. The changes could have a significant impact on how modern games generate revenue from players.
Why Is the EU Targeting Microtransactions?
Many modern games use virtual currencies that players purchase with real money and then exchange for cosmetic items, progression boosts, battle passes and other digital content.
The problem is that these systems can make it difficult to understand the actual cost of a purchase. For example, players may have to buy currency bundles containing more coins than they need for a particular item. The remaining balance stays unused, while another purchase may require spending additional money.
On March 21, 2025, the Consumer Protection Cooperation (CPC) Network published a set of key principles aimed at improving transparency in the use of in-game virtual currencies. On September 30, 2026, the European Commission announced further coordinated enforcement actions targeting nine video game companies.
What Rules Must Game Developers Follow?
The new principles do not ban microtransactions. Instead, they aim to make purchases more transparent and prevent unfair commercial practices.
The main requirements include:
- Transparent pricing. Players should be able to see the real-world price of digital items, even when purchases are made using in-game currency.
- No hidden costs. Multiple virtual currencies and complicated exchange systems should not make it difficult to understand the final price of an item.
- No forced excess purchases. Developers should avoid systems that require players to buy more virtual currency than they actually need. For example, if an item costs 700 coins, purchasing the required amount should not be made unnecessarily difficult.
- Clear purchase information. Before completing a transaction, consumers should receive understandable information about the product, its price, the seller and the purchase conditions.
- The right to withdraw. Where applicable, consumers may have a 14-day withdrawal period. Digital content is subject to specific exceptions, including cases where consumers expressly agree to immediate performance and acknowledge the loss of their withdrawal right.
These principles could require developers to reconsider familiar virtual currency bundles and other monetization systems that make it difficult for players to understand how much they are spending.
Which Games Are Already Under Investigation?
In September 2026, the European Commission announced coordinated enforcement actions involving nine companies. The games under scrutiny include:
- Candy Crush Saga;
- Clash of Clans;
- Forge of Empires;
- For Honor;
- Gardenscapes;
- Hunt: Showdown 1896;
- Mech Arena;
- Minecraft;
- Valorant.
It is important to note that these investigations do not mean the companies have already been found guilty of breaking the law. Consumer protection authorities are examining potentially problematic practices and engaging with the companies involved. If the concerns are not addressed, national authorities may take further enforcement measures.
A separate action involving Microsoft and Activision Blizzard concerns Call of Duty Mobile and Diablo Immortal. In addition to virtual currency sales, regulators are examining data collection, potentially addictive game design, parental control settings and other consumer protection issues.
Digital Fairness Act: What Could Change Next?
On November 11, 2026, the European Commission presented its proposal for the Digital Fairness Act, a new legislative initiative designed to strengthen consumer protection in the digital environment.
The proposal targets practices such as manipulative interface design, addictive features, commercial techniques that encourage excessive spending and the exploitation of consumer vulnerabilities.
Although the initiative covers digital services more broadly and is not limited to video games, its provisions could have implications for the gaming industry. In particular, monetization systems that encourage unplanned purchases or make it harder for players to control their spending could receive additional scrutiny.
However, the Digital Fairness Act is currently a legislative proposal, not an existing ban on specific types of microtransactions.
How Could the Changes Affect the Gaming Industry?
For players, the changes could mean clearer prices, fewer unexpected expenses and greater control over in-game purchases. Protecting children is another important priority, particularly when games use limited-time offers and other techniques that encourage spending.
For developers and publishers, the new approach means reviewing certain monetization practices. Games that rely on several premium currencies, fixed-value currency bundles and complicated exchange systems may need to make adjustments.
The EU is not seeking to eliminate in-game purchases altogether. Its main objective is to ensure that players understand what they are paying for and are not misled or pressured into spending more than intended.
The next important developments will be the results of the ongoing investigations and the progress of the Digital Fairness Act. Together, they could determine how significantly European consumer protection requirements reshape the monetization models used by modern video games.
