Activision Blizzard Investigated for Misleading Mobile Game Sales Tactics

Investigating Misleading Practices

Italy's competition authority, Autorita Garante della Concorrenza E Del Mercato (AGCM), has launched two investigations into Activision Blizzard. The investigations allege that the gaming giant has employed misleading and aggressive sales tactics in its popular mobile games, Diablo Immortal and Call of Duty Mobile.

Claims Against Activision Blizzard

• AGCM is looking into whether these games use design elements to encourage long playtime and in-game purchases by creating a sense of urgency over rewards.
• The authority has accused Activision Blizzard of making it hard for users to grasp the real value of virtual currency in these games.
• Sales of in-game currency in bundles could mislead players, including minors, into spending more than necessary to progress.

Concerns Over Parental Controls and Privacy

The games are marketed as free-to-play but include optional in-game purchases. The AGCM is also investigating the games' parental control features, which allow minors to make in-game purchases and play for long periods without restrictions. The authority raised concerns about privacy as well, noting that the games seem to push users into accepting all consent options during sign-up.

Next Steps for AGCM

The AGCM plans to examine Activision Blizzard's consent process for collecting and using personal data. The authority has flagged potential breaches of consumer protection rules by Activision Blizzard. It specifically highlighted the company's duty of professional diligence in a sector that is especially vulnerable to gaming-related addiction.

The authority's statement read, In the Authority's view, the company may be acting in breach of consumer protection rules and, in particular, the duty of professional diligence required in a sector that is particularly sensitive to the risks of gaming-related addiction.