The EU has launched an investigation into Supercell, Ubisoft, Playrix, and seven other companies over microtransactions

October 1, 2026 - 06:02

European regulators have set their sights on some of the biggest names in mobile and console gaming. The European Commission, working alongside the Consumer Protection Cooperation Network, has launched a formal investigation into ten companies over how they handle in-game purchases. Among those named are Supercell, Ubisoft, and Playrix, three studios with massive global player bases.

The core issue is whether these companies are complying with consumer protection rules that were laid out to make microtransactions fair and transparent. Regulators suspect that several practices may be misleading players, particularly younger audiences who are often the most active buyers of virtual currency, loot boxes, and cosmetic items.

Officials are looking at whether the companies clearly disclose the real cost of in-game items, whether they pressure users into spending through manipulative design, and whether children are adequately protected from aggressive monetization tactics. The investigation could lead to formal enforcement actions if violations are confirmed.

The gaming industry has faced growing scrutiny in Europe over the past few years. Consumer groups argue that virtual currencies and randomized reward systems blur the line between entertainment and gambling. This latest probe signals that regulators are no longer willing to treat microtransactions as a minor concern. The companies involved have not yet issued detailed responses, but the outcome could reshape how games are sold and monetized across the European market.