Italy opens probe into Activision Blizzard mobile sale tactics

Italy's competition authority has opened two investigations into Microsoft's Activision Blizzard unit, accusing the publisher of misleading and aggressive sale practices tied to Diablo Immortal and Call of Duty Mobile. Regulators say the company may be operating in a way that violates consumer protection rules and professional diligence in a sector sensitive to the risks of developing gambling addiction.

The probe focuses on user interface and purchase mechanics that can pressure players into buying virtual goods. Authorities are examining repeated prompts, push notifications, countdown timers and bundled virtual currency sales to determine whether those elements create undue pressure for in-game purchases, including mechanics that may be particularly persuasive for minors. The regulator also flagged potential shortcomings in parental-control defaults and a lack of transparency around the real value of virtual currencies sold in bundles. Microsoft’s Italian press office did not immediately respond to requests for comment.

For Call of Duty Mobile players, parents and community organizers, the investigation matters in practical ways. If regulators find the practices problematic, we could see required design changes such as clearer currency breakdowns, different default parental-control settings, limits on push notifications or bans on countdown pressure tactics. That would affect how operators roll out events, bundles and timed offers in live seasons and Battle Pass sales.

Take immediate steps to protect accounts and wallets. Turn on purchase authentication on your device and platform store, enable app store parental controls like family PINs or Screen Time purchase restrictions, and disable push notifications from games to reduce impulse buys. Check the price per unit when buying currency bundles so you can compare value across offers. Keep purchase receipts and in-game transaction histories handy in case you need refunds.

For modders, content creators and clan leaders, this probe is a reminder to discuss monetization transparency with followers and younger players. Explain how bundles, timers and push prompts work and encourage using built-in parental tools. If you run events with prizes that rely on in-game purchases, consider alternate reward models that do not push microtransactions.

The investigation is ongoing and could influence broader policy across the mobile live service market. Expect potential regulatory outcomes such as fines, mandated UI changes or strengthened age protections. Keep an eye on official updates and adjust your account and community settings now to reduce exposure while the regulator completes its review.