Milan, Italy – An investigation by Federconsumatori Milano has led to antitrust scrutiny of Microsoft’s Activision Blizzard over concerns the company is employing manipulative tactics to encourage in-game purchases within popular mobile titles Diablo Immortal and Call of Duty Mobile. The consumer advocacy group filed a formal complaint with Italy’s antitrust authority, alleging the games are designed to exploit psychological vulnerabilities, particularly among minors.
The investigation, detailed in a report released March 13, 2026, centers on what Federconsumatori Milano describes as “dark patterns” – interface designs and psychological techniques used to nudge players towards spending money. These include continuous prompts to avoid missing limited-time rewards, push notifications outside of gameplay, and a lack of transparency regarding the real-world value of virtual currencies. The group alleges these practices can lead to excessive spending, even among those who may not fully understand the financial implications.
“From the analysis of the conduct, elements emerge that suggest the systematic use of interfaces designed to orient the player’s behavior through mechanisms of psychological pressure and perceptual manipulation,” the complaint states. The group argues that the games’ design actively conditions players to spend money, blurring the line between entertainment and potential financial harm.
The Italian Antitrust Authority (Garante della Concorrenza e del Mercato) opened two investigations in January 2026, examining potential violations of consumer protection laws. The Authority is specifically looking at whether Activision Blizzard’s practices constitute misleading and aggressive commercial behavior, and whether they infringe on consumers’ contractual rights, according to a statement released by the agency.
A key concern raised by Federconsumatori Milano is the ease with which minors can bypass parental controls, allowing them to make in-game purchases, engage in unlimited gaming sessions, and interact with other players without restriction. The report claims the parental control filters are “bland” and easily circumvented. The complaint alleges that the games’ data collection practices are designed to secure broad consent for commercial profiling, even from underage users, presenting such consent as a mandatory requirement for access.
The investigations focus on the “free-to-play” model employed by Diablo Immortal and Call of Duty Mobile, where the games are free to download but generate revenue through in-app purchases. The Antitrust Authority is examining whether the design of these games intentionally obscures the value of virtual currencies and encourages players to purchase bundles of in-game currency without a clear understanding of the cost.
According to Milan Finance, the Authority is similarly investigating whether the games’ interfaces are designed to induce players to play more frequently, extend gaming sessions, and capture advantage of promotional offers. The use of notifications and limited-time offers are specifically cited as potentially manipulative tactics.
Activision Blizzard, acquired by Microsoft in 2023, has not yet publicly responded to the allegations. Federconsumatori Milano, led by Carmelo Benenti, asserts that the alleged practices are not isolated incidents but rather a systemic issue requiring broader intervention. The consumer group is seeking a significant penalty against Activision Blizzard, and a systemic change in the way these games are designed and marketed.
The Antitrust Authority’s investigations are ongoing, with no timeline established for a final decision. The outcome of the case could have significant implications for the gaming industry, potentially leading to stricter regulations on in-game purchases and a greater emphasis on consumer protection.
