EU consumer authorities are investigating whether nine gaming companies make it difficult for players to understand how much they are spending. The probe also covers pressure to buy more virtual currency than players need. Industry groups have proposed clearer prices, smaller purchases and refunds, but challenge the regulators’ legal approach.
The investigations cover games including Minecraft, Candy Crush Saga, Clash of Clans and Valorant. The dispute centres on how clearly games show the real cost of purchases made with virtual coins. It also concerns the consumer rights attached to those purchases. Consumer authorities want clearer prices and an end to pressure to buy excessive amounts of currency. The industry argues that the changes could require costly redesigns and disrupt gameplay.
Virtual coins, real legal arguments
Video Games Europe and the European Game Developers Federation responded on Wednesday, disputing how regulators classify in-game currencies. “They are not bitcoin or cryptocurrency, nor should they be defined as such,” they said. Their proposals warn that extensive redesigns could make some games uneconomic to offer in Europe, particularly for smaller studios.
In a commentary published on Thursday, Andreas Lober, a lawyer who advises games companies, questioned the authorities’ approach. “While the CPC Network asserts it is applying existing laws, it appears to be extending them, potentially beyond permissible limits,” he wrote.
Lober argues that putting a euro price on an item becomes complicated when players buy coins at different bundle prices or earn them through gameplay. Treating every exchange as a separate consumer transaction could also generate repeated notices and overlapping cancellation rights, he said.
Smaller bundles and refunds offered
The industry has proposed tailored top-ups or smaller currency bundles so players need not buy substantially more than an item requires. It also offers indicative real-money prices and refunds for wholly unused bundles within 48 hours, subject to conditions.
While the CPC Network asserts it is applying existing laws, it appears to be extending them, potentially beyond permissible limits.
— Andreas Lober, lawyer
“It is unfortunate that the CPC network was not ready to develop further industry proposals,” federation managing director Jari-Pekka Kaleva said in Thursday’s commentary.
Regulators say earlier talks failed to deliver satisfactory changes. They have now opened discussions with the individual companies, with national enforcement measures possible if concerns remain unresolved. Clearer prices, cancellation rights and protection for children remain at the centre of their demands.
