European Commission Targets In-Game Currency Sales

Microtransactions remain one of gaming's most divisive business models, particularly in live-service titles where cosmetic items, progression boosts and digital currencies sit at the centre of ongoing player spending. The European Commission is now examining in-game currency practices at ten companies, with Ubisoft, Activision Blizzard and Mojang among those named.

Why virtual currency is under scrutiny

The Commission's action is focused on games that require players to buy a proprietary currency before spending in an in-game store. Systems such as Fortnite's V-Bucks and Destiny 2's Silver are built around currency packs offered at set price points, which can leave a player with an unused balance after buying an item. The stated aim is to push for clearer practices and options that let consumers purchase the amount of currency required for a chosen item, rather than selecting from fixed bundles.

Ubisoft, Activision Blizzard and Mojang are named

The investigation covers ten companies, although the available information does not identify the full group. Ubisoft, Activision Blizzard and Mojang were specifically named in the Commission's actions. The focus is not limited to one game or publisher, reflecting how broadly virtual currencies are used across modern games. The Commission is also seeking stronger transparency around these transactions and improved parental controls, an important point given the continued debate around younger players and digital spending.

The industry has already begun adjusting

Some publishers have started changing how virtual currency can be purchased. Epic Games updated Fortnite's V-Bucks purchasing policy in October 2025 to permit exact-value purchases for cosmetics, with Rocket League and Fall Guys also receiving the change. Elsewhere, backlash has led to adjustments in individual games: EA Sports removed microtransactions from the single-player modes of College Football 27 after criticism following its release. These moves show that pressure around monetisation is coming from both regulators and players.

What could happen next

The Commission's approach does not automatically impose fines on the companies involved. Instead, it places renewed attention on how stores present prices, currency bundles and spending controls. The issue arrives as regulators have become more active across gaming, while lawsuits and public campaigns continue to challenge industry practices. Any changes encouraged by this process could affect the design of storefronts and premium currencies well beyond the companies currently named.

Key points

• The European Commission is investigating in-game currency practices at ten companies.
• Ubisoft, Activision Blizzard and Mojang are among the companies named.
• The review targets fixed virtual-currency bundles and clearer purchase options.
• The action prioritises transparency and parental controls rather than automatic fines.

Companies specifically named in the Commission's actions

Expert View

This is a meaningful warning for the wider live-service market. Competitive games depend heavily on cosmetics and recurring purchases, but players are increasingly alert to pricing structures that obscure an item's real cost or leave unused currency behind. Even without automatic penalties, a European Commission push for clearer pricing and stronger controls could encourage publishers to rethink store design before regulation becomes more prescriptive.