Video Games Europe hits back at EU watchdog targeting King, Supercell, Mojang and more over IAP practices
The EU’s Consumer Protection Cooperation Network has initiated coordinated enforcement actions targeting major gaming companies over their in-app purchase practices. The targets include King, Supercell, Mojang, Riot Games, Activision Blizzard, Ubisoft, alongside Crytek, InnoGames, Plarium Europe, and PLR Worldwide Sales.
The CPC Network, which coordinates national consumer protection authorities across the EU and EEA under European Commission oversight, found that the targeted companies have failed to make substantive changes to how they sell and manage in-game virtual currencies. This action follows the publication of non-binding “Key Principles” on in-game currencies issued in March 2025, after which the CPC Network engaged in extensive discussions with industry bodies regarding compliance.
The statement, released on September 30, indicates frustration with the lack of progress despite ongoing negotiations. The coordinated enforcement approach suggests a unified regulatory push across European jurisdictions to address consumer protection concerns related to virtual currency mechanics in video games, including potential issues around transparency, pricing, and consumer safeguards.