EU Regulators Name Nine Studios Over In-Game Currency
The European Commission wants clearer pricing, real-world costs and easier withdrawals for virtual currency and in-game items.
The European Commission and the Consumer Protection Cooperation Network have named a group of video game companies in a push to clean up in-game currency and item pricing. The action, launched on September 29, 2026, follows a set of key principles published in March 2025 and aimed at promoting transparency and fairness. Regulators say that despite extensive talks with the industry, a high number of companies made little or no change. Some games, they add, still nudge children toward purchases in ways EU consumer protection law explicitly forbids. The statement is blunt, and the deadline for compliance is not spelled out.
The named businesses include Activision Blizzard UK, Mojang AB, Riot Games Limited, Supercell Oy and Ubisoft EMEA SAS. Seven principles sit behind the request: clear pricing, no obscured costs, no forced currency purchases, clear pre-purchase information, respect for the right of withdrawal, fair terms, and protection for vulnerable consumers. Games must show the real-world price of virtual-currency items, avoid multiple currencies that cloud true cost, and let players withdraw within two weeks, including for unused currency. The Commission adds that national authorities will enforce the rules across all member states.
Tags
- business
- pc
- mobile
Sources
Where this story ran: one outlet on 30 September 2026. The summary above is written by GamersGuild; the links go to the original reports.