Italy opens probe into Microsoft’s game sales tactics for Call of Duty and Diablo

Italy opens probe into Microsoft’s game sales tactics for Call of Duty and Diablo

• Italy investigates Microsoft for in-game purchase tactics in Call of Duty, Diablo Immortal
• Regulator examines if sales prompts mislead or pressure players to buy content
• Microsoft says it is cooperating and that purchases are optional with clear pricing.

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Italy’s competition authority has opened an investigation into sales practices linked to video games owned by Microsoft, focusing on how players are encouraged to make in-app purchases.

The probe concerns Call of Duty: Mobile and Diablo Immortal, both free-to-play titles developed by Microsoft’s Activision Blizzard unit. The authority said it is assessing whether in-game messages and push notifications promoting paid content amount to misleading or aggressive commercial behaviour.

According to the regulator, the investigation will look at incentives offered to players to buy additional items, including how offers are presented and how often purchase prompts appear. Push notifications sent to users’ devices are a specific area of focus.

Both games are free to download but rely on optional purchases for revenue. These include cosmetic items, upgrades and time-limited bundles. Regulators said they are examining whether users are given clear and sufficient information about costs and whether the design of sales messages puts undue pressure on players.

The authority said the inquiry does not mean that any violation has been established. If breaches of consumer protection laws are found, penalties could include fines or requirements to change how purchases are promoted.

Diablo Immortal has faced criticism since its release over its monetisation model, while Call of Duty: Mobile is among the most widely played mobile shooters. The watchdog noted that the popularity of the titles increases the potential impact of the practices under review.

The investigation forms part of broader scrutiny in Europe of digital sales techniques used in mobile apps and games. Regulators in several countries have examined issues such as transparency, repeated prompts and the targeting of users through notifications.

Microsoft acquired Activision Blizzard in 2023, bringing several major gaming franchises under its ownership. The Italian case adds to regulatory attention on how large technology companies manage consumer-facing products.

Microsoft said it is cooperating with the authority. The company has previously stated that in-game purchases are optional and that pricing information is disclosed to players.

The competition authority has not given a timeline for completing the investigation.