Italy vs. Activision Blizzard: What the Mobile Monetization Probe Means for Gamers

Hook: You're not imagining it — mobile games are engineered to spend your money. Here's what Italy's AGCM probe of Activision Blizzard means for players in 2026.

If you've ever opened Diablo Immortal or Call of Duty Mobile and felt nudged, rushed, or confused into buying something, you're in the majority. Mobile monetization and microtransactions are the top gripe from players who want fairness, transparency, and predictable spending. In January 2026 Italy's competition regulator — the Autorità Garante della Concorrenza e del Mercato (AGCM) — opened two investigations into Microsoft-owned Activision Blizzard, alleging “misleading and aggressive” sales practices in those two titles. The probe could force real changes to how mobile games sell stuff — and those changes will ripple worldwide.

What the AGCM is investigating right now (brief)

The AGCM's January 2026 actions center on two claims: that certain design and commercial strategies in Diablo Immortal and Call of Duty Mobile are (1) nudging players—including minors—into extended play sessions to increase spending, and (2) making it hard to understand the real value of virtual currency and bundled offers.

“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 — leading them to spend significant amounts…without being fully aware of the expenditure involved,” the AGCM wrote in its statement.

The regulator is not trying to ban free-to-play models; it is focused on the way offers are presented and the psychological levers used to create urgency and confusion.

Why these two games?

Both titles are textbook examples of modern mobile monetization at scale. They combine:

• Large player bases and cross-promotion across platforms
• Layered currencies (gems/coins) that obscure real-money prices
• Limited-time bundles, countdown timers and FOMO messaging
• Progress acceleration purchases that affect competitive balance

Because revenue from a relatively small group of high-spending players ("whales") funds much of the ecosystem, design choices skew toward maximizing impulse buys — which is precisely what regulators now scrutinize.

What do “misleading” and “aggressive” sales practices actually mean?

Legal language matters. Under EU consumer-protection frameworks — and Italy's implementation of them — two categories are key:

• Misleading commercial practices: omitting or distorting information consumers need to make an informed choice. Examples: hiding exchange rates between real money and virtual currency; advertising "free" without clear explanation of mandatory purchases to progress; bundling currency in confusing tiers so buyers overpay.
• Aggressive commercial practices: using harassment, coercion, or undue pressure to purchase. Examples: persistent countdown timers, repeated pop-ups during play encouraging purchases, social‑pressure mechanics that shame players into buying, or mechanics designed to prime minors to spend.

Regulators look at both the UI/UX design and the commercial messaging. If a game nudges a minor through gamified pressure to buy expensive bundles without a clear, upfront price, that can cross the line into an illegal aggressive practice.

Spotting the dark patterns

Here are game elements that regulators classify as problematic:

• Multiple virtual currencies with hidden exchange rates
• Bundled discounts that obscure per-unit cost
• Timers that create artificial scarcity or panic purchases
• Obscured odds on randomized items (loot crates) without clear disclosure
• Progress gates that force purchases to remain competitive

Concrete examples from Diablo Immortal and Call of Duty Mobile

To understand the AGCM's concerns, it's helpful to see how these elements show up in the two games under review.

Diablo Immortal

Activision Blizzard’s free-to-play ARPG uses:

• Multiple currency tiers: Gems, orbs, and other currencies sold in uneven bundles — e.g., packages up to $200 — which can be used for crafting materials or to speed progression.
• Gated progression and crafting: Certain late-game items can be accelerated via purchases, nudging players who want to avoid grinding to spend.
• Limited-time offers: Rotating shop items and seasonal rewards that use countdowns to encourage instant buys.

Possible AGCM concerns: the combination of unclear exchange rates, large-price bundles presented as useful "value," and countdowns that pressure quick decisions.

Call of Duty Mobile

COD Mobile monetizes through:

• Battle passes and tiers: Season passes with premium tracks requiring purchases to unlock competitive cosmetics.
• Time-limited bundles: Weapon skins and bundles with timers and flashy discount tags.
• Randomized crates: RNG mechanics for high-value cosmetics or boosters.

Possible AGCM concerns: the presentation of value across tiers and crates, frequent time pressure offers, and mechanics that push younger players to emulate top streamers who bought premium items.

If regulators win: what concrete changes can players expect?

AGCM enforcement can produce immediate, practical results. Here’s what could change — and what that would mean for how you play and spend.

1) Clear real-money pricing and simpler currency conversions

Games may be required to show the actual real‑world price of any virtual item next to its virtual currency price. Expect the app storefront and in-game shop to include a direct dollar/euro/pound equivalent for every single purchase.

Player impact: Easier cost comparisons; fewer surprise charges in your wallet.

2) No more opaque bundles that hide per-item costs

Regulators could ban misleading bundle math (e.g., presenting a bundle as cheaper when the per-item cost is worse than buying individually). Shops will need to show per-unit pricing and the effective discount.

Player impact: Smarter buys and fewer impulse overspends on bulk currency packages.

3) Limits on time‑pressure mechanics and countdowns

Countdown timers and continuous pop-up offers may be limited or require a clear explanation of why the offer is limited. Regulators could force a cooling-off period after an in-game offer is shown.

Player impact: Reduced impulse buys; more time to consider purchases.

4) Strengthened protections for minors

Expect tighter age verification, parental purchase controls, and mandatory spend caps for accounts identified as minors. In some cases, certain types of randomized purchases (loot boxes) may be blocked for underage users.

Player impact: Families get clearer controls and fewer accidental charges.

5) Refunds and restitution where practices are found illegal

AGCM can order refunds or require publishers to reimburse affected consumers. If a game is found to have used illegal practices, you could see mass refund programs and compensation schemes.

Player impact: Possible recoveries for players who were misled, though timelines vary.

6) Mandatory odds and transparency for randomized rewards

Even where odds are already shown, regulators may demand standardized formats and clearer prominence. Some jurisdictions could push farther — restricting randomized pay mechanics entirely for certain age groups.

Player impact: Better-informed decisions on whether to chase RNG items.

7) UI/UX design rules to prevent manipulation

Design elements deemed 'dark patterns' — e.g., disguised opt-outs, confusing confirmation flows, or social pressure overlays — could be outlawed. Shops would need to use neutral, non‑coercive language.

Player impact: Smoother, less manipulative purchase flows.

How those changes might actually look inside Diablo Immortal and COD Mobile

Diablo Immortal — before vs after

• Before: Large $200 currency bundle shown as "best value" with exclusive cosmetic loot and countdown deals.
• After: Each bundle displays per-gem cost and the exact real-money price next to items. Timed offers include a visible note that the timer is marketing-driven and a 24-hour cool-off option before purchase.

Call of Duty Mobile — before vs after

• Before: Premium battle pass unlock with limited-time discount nested among many pop-ups during play.
• After: Discount is clearly labeled with original and final real-money prices. The shop avoids interrupting active matches with purchase prompts, and randomized crate odds are shown in the shop page header.

Global ripple effects: why an Italian probe matters to you even outside Italy

One national regulator can set precedents with wide consequences:

• EU harmonization: Italian enforcement often echoes across the EU. Once AGCM defines a bad practice, other European regulators typically follow or coordinate, accelerating a Europe-wide compliance baseline.
• Platform policy shifts: Apple and Google update in‑store requirements when enforcement trends converge. Expect new SDK policies for currency display, age checks, and refund windows.
• Global regulatory dominoes: U.S. agencies (FTC), the UK’s CMA, and regulators in South Korea and Japan monitor EU moves closely. A strict AGCM decision can inspire similar probes or legislation worldwide.
• Industry adaptation: Publishers often roll changes out globally to avoid maintaining multiple UX variants. That means a forced change in Italy could become the new global norm.

How developers and publishers will respond (and what that means for revenue and design)

Publishers have several pathways:

• Comply and redesign stores for transparency — likely reducing impulse-driven revenue but improving public trust.
• Appeal and litigate — a longer road with uncertain outcome and PR costs.
• Pivot to alternative monetization: subscriptions, cosmetic-only purchases, or season passes designed with clearer value propositions.

For players, the likely near-term result is a better retail UX and more predictable spending. For publishers, revenue models will shift — possibly lowering top-line income from whales but broadening sustainable, trust-based revenue streams.

Practical, actionable advice for gamers (what you can do right now)

Whether or not you live in Italy, here are steps every player should take to protect their wallet and use the regulatory moment to your advantage.

• Enable parental controls and spend limits: Set store-level purchase approval on Apple/Google and activate screen-time limits for minors.
• Check per-item real-money costs: Before buying, calculate the price per cosmetic or boost to avoid overpaying for bundled currency.
• Use platform refund windows: If you feel misled, request a refund through the app store and document the offer screenshots and time stamps.
• Don’t buy in panic: If a timer creates urgency, step away for at least 10–15 minutes — those timers are designed to exploit impulse.
• Report suspicious practices: Use your national consumer protection agency or the app store to flag misleading in-game offers.
• Follow the case: If you were a frequent spender, keep receipts and transaction records — you may be eligible for restitution if regulators force remedies.

Actionable checklist for streamers & competitive players

• Disclose paid cosmetic purchases to viewers when relevant.
• Avoid pressuring younger viewers to emulate purchases.
• Track community refund campaigns and share accurate steps with followers.

Predictions for 2026 and beyond

Here’s how this moment feeds into bigger trends for mobile monetization in 2026:

• Transparency becomes table stakes: Expect standardized labels — price per unit, odds, and "estimated spend to reach endgame" — to be commonplace.
• Subscription and battle‑pass models gain favor: Subscriptions offer predictable revenue without aggressive upsells; well-structured passes can be both profitable and consumer-friendly.
• Age protections expand globally: More jurisdictions will adopt age-based restrictions for randomized monetization.
• Design ethics matter: Anti–dark pattern rules and UX audits may become a regular part of compliance checks.

Key takeaways

• The AGCM probe into Activision Blizzard targets specific UI and commercial strategies in Diablo Immortal and Call of Duty Mobile that may mislead or pressure consumers.
• “Misleading” focuses on hidden costs and confusing currencies; “aggressive” targets pressure tactics, especially when minors are involved.
• If regulators win, players can expect clearer prices, limits on time pressure, stronger child protections, mandatory odds disclosure, and possible refunds.
• Changes in Italy will likely trigger wider shifts across the EU and globally — including in app-store rules and publisher practices.
• Players should take immediate steps to control spending, document purchases, and report abusive practices.

Call to action

Follow this story — it’s shaping the future of mobile monetization. Subscribe to our newsletter for live updates on the AGCM proceedings, compiled refund guides, and an ongoing tracker of UI changes in your favorite games. If you’ve been affected by confusing in‑game offers, share your experience in the comments or contact your local consumer protection agency — collective evidence is how big changes happen.

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