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How Italy’s Probe of Activision Blizzard Could Change Mobile Monetization

UUnknown

2026-02-20

10 min read

Italy's AGCM probes into Diablo Immortal and CoD Mobile could force major changes in mobile F2P monetization across Europe. Here’s what to expect.

Hook: Why Italy’s AGCM probe matters to every mobile action gamer

If you’re tired of loot boxes, confusing currency bundles and sudden paywalls shoved into the middle of a firefight, you’re not alone. Italy’s competition authority, the Autorità Garante della Concorrenza e del Mercato (AGCM), opened two investigations in early 2026 into Activision Blizzard’s Diablo Immortal and Call of Duty Mobile for allegedly using “misleading and aggressive” monetization tactics. This isn’t just a legal story — it’s a potential inflection point that could reshape how mobile free-to-play (F2P) action games are designed, priced and regulated across Europe.

Top-line: What the AGCM is investigating and why it matters now

The AGCM’s probes focus on several core complaints: use of UI/UX elements to push extended play sessions, mechanics that encourage users (including minors) to spend, and opaque virtual-currency bundling that hides real cost. In its Jan 2026 statement the AGCM warned these practices “may influence players as consumers — including minors — leading them to spend significant amounts, sometimes exceeding what is necessary to progress in the game and without being fully aware of the expenditure involved.”

“These practices, together with strategies that make it difficult for users to understand the real value of the virtual currency used in the game and the sale of in-game currency in bundles, may influence players as consumers — including minors.” — AGCM, Jan 2026

Put bluntly: regulators are no longer treating mobile F2P as a private business optimization problem. They see consumer protection and potential harm — especially to young players — and are prepared to act. For gamers, publishers, and developers this raises urgent questions: will Europe force clearer pricing and less manipulative UX? Will certain mechanics be classed as unfair or even akin to gambling? And how fast will these rules spread across the continent?

What the investigations targeted in Diablo Immortal and CoD Mobile reveal

The two cases highlight different monetization pressure points inside action titles.

Diablo Immortal: progression acceleration and opaque currency

The AGCM flagged the use of virtual currency bundles and items that accelerate progression. Diablo Immortal sells currency bundles and high-value acceleration items (bundles up to about $200 have been publicized) that let players skip grind-heavy systems. The regulator’s concern: the combined UI and scarcity cues (timed events, “limited” bundles) may push users to spend quickly without understanding true price-per-item or how that purchase changes long-term progression.

Call of Duty Mobile: time pressure and engagement hooks

CoD Mobile’s model leans more on time-limited events, battle passes, and cosmetic drops layered over highly engaging PvP loops. AGCM flagged techniques that encourage extended session lengths and repeated micro-purchases to avoid missing event rewards — tactics known to boost short-term revenue but that can foster compulsive patterns, particularly for younger players.

European regulatory context in 2026: a fast-moving landscape

The AGCM actions are part of a broader 2024–2026 push across Europe toward stricter oversight of digital consumer harms. The EU’s Digital Services Act and Digital Markets Act established foundations for platform accountability; in 2025 enforcement expanded into specific consumer-protection actions around in-app purchases and gambling-like mechanics. By early 2026 national regulators are coordinating more closely, testing boundaries of what counts as misleading design or unfair commercial practices in interactive entertainment.

That combination — national regulators willing to act + a legal framework emphasizing transparency and consumer safety — makes the AGCM probes a bellwether. Expect other European authorities to watch, replicate, or escalate similar actions.

How this could reshape mobile monetization across action titles

If AGCM and, later, other EU bodies push for remedies or fines, we could see concrete changes across the industry. Here are the most likely outcomes and how they’ll affect action games specifically.

1. Clearer pricing and currency transparency

Regulators are already focused on the opacity of virtual currency bundles. A likely requirement: show the real-money equivalent of every purchase item and bundle in local currency up-front. For players that means fewer opaque bundles and immediate clarity on what you’re paying for; for publishers it will pressure pricing strategies that relied on perceived “discounts” buried behind bundled virtual currency.

2. Limits on manipulative UI/UX nudges

Design elements that exploit FOMO (fear of missing out) or create artificially intense time pressure — countdowns that restart or reward loops that escalate purchase urgency — may be restricted or required to be neutral. For action titles, this could change how time-limited events are presented and reduce hard-stops that force microtransactions to remain competitive.

3. Stronger child protections and age gating

Expect stricter rules around targeting minors: age verification, parental consent flows for purchases, and clearer in-game spending limits. Action games with young player bases will need robust parental-control UX and default spending caps.

4. Reclassification of some monetization as gambling

European countries have divergent laws about whether randomized loot mechanics count as gambling. The AGCM’s focus on unpredictability and value opacity could push some countries to reclassify certain loot boxes or randomized progression mechanics — forcing age restrictions or banning them outright in some markets.

5. Shift toward durable, ethical monetization

Publishers may adapt by emphasizing non-random purchases (cosmetics sold directly), subscriptions, season passes with guarantees, or ad-supported models. For action games this means more predictable, player-friendly ways to monetize that don't undercut competitive balance or induce compulsive spend.

What this means for game design and competitive balance

Action titles — especially fast PvP games — face unique tensions. Monetization that speeds progression or boosts power risks pay-to-win accusations and threatens esports ecosystems. Regulation could force clearer separation between cosmetic monetization and competitive advantages. Expect design changes like:

Progression gates that are primarily time-based rather than pay-locked, or that offer purchasable convenience but keep competitive ladders balanced.
Cosmetic-only storefronts for ranked modes, or soft-locks that separate monetized progression from ranked matchmaking.
Transparent event systems where rewards and odds are published plainly, reducing hidden RNG pressure.

Practical steps for developers and publishers (action-focused)

If you ship action F2P titles or manage live ops, acting now reduces legal and reputational risk. Here’s a checklist to prepare for European regulatory pressure in 2026:

Compliance & legal

Run an immediate monetization audit: map every point where money influences progress, list randomized mechanics, and document currency conversion clarity.
Engage EU consumer-law counsel to review in-game disclosures, age-verification flows, and bundled pricing.
Prepare 1–2 remediation pathways per identified risk (UI change, alternative offer, or removal).

Design & live ops

Eliminate or clearly label obscure currency bundles; display the real-money price for every purchasable item in local currency.
Replace or supplement randomized mechanics with direct-purchase cosmetic options or transparent battle-pass rewards.
Remove aggressive nudges: reduce repeated countdown prompts, avoid restart timers that trigger new spending nudges, and make “skip” or “dismiss” options persistent.
Introduce default spending caps and optional parental controls for younger accounts; make them discoverable in settings.

Product & analytics

Instrument metrics on session length spikes tied to purchases, conversion flows from timers to purchases, and spend patterns of younger cohorts to identify risky mechanics.
Run ethical A/B tests: measure retention and revenue impacts of removing manipulative elements; often long-term retention improves with less predatory UX.

PR & community

Be transparent with your community about changes; proactive transparency wins trust and can blunt regulatory momentum.
Set up clear reporting channels for players to flag suspicious monetization or potential harm.

Advice for players and parents — protect your wallet and your kids

If you play CoD Mobile, Diablo Immortal or similar titles, here are immediate steps you can take.

Enable platform-level purchase authentication (App Store/Google Play passcodes or biometric confirmations).
Set monthly spending limits on the account, and monitor receipts; both iOS and Android provide purchase histories and family-sharing controls.
Turn off one-click purchases; require passcodes for every in-app purchase.
Teach younger players about odds and bundled currency: if a game sells a bundle of 10,000 coins for X euros, break down what each item actually costs before buying.
Use refunds and dispute channels when purchases are unclear or accidental — keep screenshots of in-game offers and bundle breakdowns.
If you’re in Italy or another EU country, report misleading practices to your national consumer authority (AGCM in Italy) — regulators act on tips and user complaints.

Business and market implications: winners and losers

Regulatory pressure will create winners and losers in 2026 and beyond:

Winners: studios that adopt transparent, player-friendly monetization early will gain community trust and sustainable retention. Publishers that pivot to subscription and direct-sale models will reduce friction and regulatory risk.
Losers: companies that rely heavily on opaque bundles, aggressive time-limited monetization, or randomized progression may face fines, forced game changes and reputational harm in the EU market.
Opportunity: third-party auditing tools and compliance-as-a-service offerings for games will emerge to help studios certify their monetization as “regulation-ready.”

What Activision Blizzard’s likely responses look like

Activision Blizzard has several options: legally contest AGCM findings, negotiate fines and remedial UI changes, or proactively redesign monetization in Europe. Given the cost-benefit tradeoffs of lengthy legal battles and the high visibility of these titles, a realistic near-term path includes fast UI changes like clearer currency displays, age-gating, temporary removal or adjustment of certain bundles, and a public commitment to review mechanics. If AGCM sets a precedent that other EU regulators copy, those European changes may become the de facto global standard — incentivizing broader shifts.

Predictions for 2026–2027: the new normal in mobile F2P

Standardized currency transparency: storefronts will show equivalent real-money values by default.
Age-verification and parental controls will be expected, not optional.
Randomized monetization (loot boxes) will face strict labeling or age limits in several EU countries; many publishers will pivot away.
Design fairness: competitive action games will separate pay advantages from ranked play more clearly.
Ethical monetization will become a marketing point — “non-predatory” features will attract players and advertisers.

Key takeaways — what action gamers and the industry should remember

Regulation is moving fast: national bodies like AGCM are ready to challenge major publishers; this isn’t theoretical.
Transparency wins: clear prices, local currency equivalents, and explicit odds reduce risk and build trust.
Design matters: subtle UX nudges that increase spending are now under scrutiny; humane design is good for retention and compliance.
Prepare now: audits, compliant UX, parental controls and transparent communications will minimize business risk and community backlash.

Final thoughts — a turning point for mobile action games

Italy’s AGCM investigations into Diablo Immortal and Call of Duty Mobile may read like a single-country action, but they reflect a broader shift in 2026: Europe expects digital entertainment to respect consumer protection and child safety. For players this should mean clearer pricing and fewer manipulative mechanics. For developers and publishers, the message is clear — adapt or be forced to. The long-term win is healthier player communities and more sustainable game economies built on trust rather than exploitation.

Call to action

Want to stay ahead of how regulation will reshape the games you play? Subscribe to our weekly briefing for live-op insights, monetization audits, and hands-on guides for action titles in 2026. If you’re a developer or publisher, start a monetization audit today — and if you’re a player, check your account settings and set spending limits now.

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Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.