EsportsGaming IndustryRegulation

The Ethics of Mobile Monetization: What Italy’s Probe of Activision Blizzard Means for Esports

JJames Thompson

2026-02-03 12:00:00

5 min read

Italy’s AGCM probes Activision Blizzard's monetization, stirring debate on ethics, esports integrity, and youth protection in 2026.

Microtransactions, loot boxes, and in-game currencies, loot boxes, and in-game currencies have fueled the rapid rise of mobile gaming and esports, offering developers unprecedented revenue streams. However, with growth comes scrutiny, and in early 2026, Italian regulator AGCM launched a high-profile investigation into Activision Blizzard's monetization practices in two mobile titans: Diablo Immortal and Call of Duty Mobile. This probe signals a critical moment in the global gaming industry, raising ethical questions about monetization practices, especially when youth participation and competitive integrity are at stake.

The Scope of Italy’s Investigation: What’s at Stake?

The Italian Competition Authority (AGCM) accuses Activision Blizzard of "misleading and aggressive" sales tactics within Diablo Immortal and Call of Duty Mobile. These games, while marketed as free-to-play, heavily incentivize in-game spending through a combination of behavioral nudges, limited-time rewards, and oblique pricing systems for fictional currencies. According to the AGCM, these practices disproportionately impact young players, compelling them to spend beyond their means.

"Design strategies that obscure the real costs of progression may lead to financial harm, especially among minors." — AGCM statement, January 2026

Key Allegations Against Activision Blizzard

Use of psychological triggers, such as fear of missing out (FOMO), to drive spending.
Lack of transparency around the true value of in-game currencies and purchases.
A potential violation of guidelines for marketing games directed at youth audiences.

While these issues aren’t exclusive to Activision Blizzard, the global profile of Diablo Immortal and Call of Duty Mobile—and their extensive player bases—make this a watershed moment for discussions around responsible game monetization.

The Impact on Esports: A Threat to Competitive Integrity?

Microtransactions and pay-to-win mechanics have long been controversial in gaming. In esports, where fairness and skill should take precedence, these practices can disrupt competitive integrity. Both Diablo Immortal and Call of Duty Mobile offer players the chance to buy power-ups or acceleration perks. This could lead to inherent advantages for players with deeper wallets, creating an uneven playing field in tournaments and jeopardizing the legitimacy of esports as a skill-based competition.

Why Competitive Integrity Matters

In 2026, the esports industry is forecasted to reach $2.4 billion globally. To sustain this growth, trust is critical. Players, fans, and sponsors must believe that victories are earned through skill, strategy, and effort—not financial investment. Activision Blizzard's flagship esports competitions, such as Call of Duty: Mobile World Championship, face mounting pressure to prove their meritocracy in light of AGCM’s claims.

Youth Participation: A Paradox in the Making

It’s no secret that mobile games attract a younger demographic. Call of Duty Mobile and Diablo Immortal regularly trend in the under-18 age group due to their accessibility and captivating gameplay. But this youth engagement creates a paradox: generating revenues from minors while exposing them to potentially exploitative practices.

Responsible Monetization for Minors

The AGCM noted that minors often lack the financial literacy to grasp the implications of in-game purchases. As esports increasingly becomes a vocation for youth players, developers and regulators alike must weigh the ethical implications. By 2026, some countries, like South Korea and the Netherlands, have implemented strict regulations, requiring developers to clearly disclose drop rates for loot boxes and enforce spending caps for younger players. Italy’s investigation could motivate similar policies globally, setting a new ethical benchmark.

Developer Responsibilities: Navigating Monetization and Morality

Activision Blizzard, like other major publishers, has often defended its monetization systems as necessary to fund development and provide "ongoing value" to players. But as public scrutiny intensifies, the company—and the entire gaming industry—will need to evolve its practices. Possible changes might include:

Greater Transparency: Disclosing the real-world monetary value of fictional in-game currencies.
Spending Caps: Introducing optional spending caps to protect youth players and promote financial awareness.
Ethical Design: Reducing dependence on tactics like FOMO and making progression accessible without excessive spending.

An interesting trend emerging in 2026 is the adoption of "ethical monetization" models. These models, piloted by smaller indie developers, focus on fair premium pricing and reward players for their skill rather than financial investment. While early adoption has been modest, industry leaders like Activision Blizzard could face mounting pressure to conform as regulatory and consumer expectations shift.

The Long-Term Implications

Italy’s investigation could set a powerful precedent, both legally and culturally. If the AGCM finds Activision Blizzard in breach of consumer protection laws, penalties could reshape how games are monetized not only in Europe but worldwide. More importantly, it could embolden other regulatory bodies to follow suit, ushering in a new era of responsible monetization in gaming, with potential impacts such as:

Heightened Regulation: Increased scrutiny on pay-to-win mechanics and mandatory disclosure of in-game odds.
Evolved Esports Structures: Tournaments favoring cosmetics-only monetization models to protect competitive integrity.
Consumer Advocacy: A stronger push from players demanding transparency and fairness in monetization models.

Takeaways for the Esports Community

For consumers, players, and stakeholders in esports, the AGCM's investigation serves as a wake-up call. Whether you're a competitor trying to build a career, a fan supporting your favorite players, or a parent monitoring your child's gaming habits, there are actionable steps to consider:

Stay Informed: Follow news on regulations to understand the games you or your family engage with.
Set Boundaries: Use parental controls or track personal in-game expenditures.
Advocate: Join discussions, forums, and petitions advocating for ethical game design and transparent practices—look for community resources like microgrants, platform signals, and monetisation playbooks to connect with organizers and concerned players.

Conclusion: Towards a More Ethical Gaming and Esports Landscape

Italy’s investigation into Activision Blizzard could have a far-reaching impact, not only on mobile monetization models but also on the culture of esports. As the debate around competitive integrity, youth protection, and developer responsibility grows louder, one thing is certain: the gaming industry must adapt. For developers, regulators, and fans alike, ensuring that gaming remains a fair and enjoyable pursuit is the ultimate endgame.

What’s your take on this evolving issue? Share your thoughts with us in the comments or join the conversation in our community discussion forums.

James Thompson

Senior Tech Editor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.