The European Commission-led Consumer Protection Cooperation Network (CPC Network) announced a series of coordinated enforcement actions on 29 September 2026. Nine high-profile developers and publishers – including King, Supercell, Mojang, Riot Games, Activision Blizzard, Ubisoft and others such as Crytek and InnoGames – are now under scrutiny for the way they sell and manage in-game virtual currencies. The network alleges that, despite the publication of non-binding “Key Principles” on virtual money in March 2025, many firms have not altered their practices, continuing to employ loot boxes, “dark patterns” and other techniques that EU law expressly forbids when aimed at children.
EU enforcement focuses on transparency, consent and protection of minors
Investigators will examine whether the targeted games comply with core consumer-law rules: clear real-world pricing for any virtual item, unambiguous pre-purchase information, the absence of forced purchases, and a mandatory 14-day withdrawal right for unused currency bundles. Specific titles highlighted for deeper review include Candy Crush SagaMinecraft and Clash of Clans. Commissioner Michael McGrath warned that the industry must ensure games do not expose players – especially children – to “harmful or unfair practices”, and that national authorities will enforce the rules with the Commission’s support.
Industry bodies challenge the legal framing of virtual money
video games Europe and the European Game Developers Federation (EGDF) immediately pushed back, arguing that in-game currencies are not “digital representations of value” comparable to cryptocurrencies. They cite a European Court of Justice ruling on Runescape’s gold as precedent, and claim they have been requesting a clear legal basis since spring 2025 without receiving an answer. The trade bodies contend that the CPC Network’s interpretation stretches consumer-law definitions and could set an unintended regulatory precedent for all digital items.
Six industry-wide commitments offered on condition of legal certainty
In a joint proposal submitted to the CPC Network, Video Games Europe and EGDF outlined six concrete steps they are prepared to adopt. These include: (1) displaying the exact real-money price of any virtual currency pack; (2) providing a full refund for completely unused bundles if the request is made within 48 hours, even when withdrawal rights have been waived; (3) giving players at least 30 days’ notice before removing content that they have already purchased; (4) strengthening parental-control tools; (5) reimbursing unauthorised purchases made by minors; and (6) improving The bodies stress that they will only implement these measures once the EU clarifies the legal status of virtual currencies.
Upcoming EU legislation could cement the new standards
The current investigations dovetail with broader regulatory moves, notably the pending Digital Fairness Act. Expected to extend consumer-protection rules to the video-game sector, the Act would codify the principles already outlined in the CPC Network’s “Key Principles”. Moreover, the recently disclosed EU Kids Act proposes mandatory age-verification for certain online services, including multiplayer games deemed “risky for minors”. If enacted, these measures would obligate developers to embed robust age-gating and clear pricing mechanisms directly into their products, further limiting the use of manipulative monetisation tactics.
What this means for gamers and developers
For players, the enforcement drive promises greater visibility into how much real money is required to obtain a coveted in-game item, and a clearer pathway to reverse unwanted purchases. For developers, the message is unequivocal: continue business as usual at the risk of fines, forced compliance actions, or even bans in EU markets. The combination of investigative scrutiny, industry-offered commitments, and looming legislation signals a decisive shift toward a more transparent and child-friendly gaming environment across Europe.
