Inside Italy’s Probe: How Mobile Games Use Design to Drive Purchases

Hook: Why this matters to players, parents, and the future of mobile monetization

If you or someone you care for has ever opened a mobile game and left surprised by a sudden purchase or a months-long bill, you're not alone. The Autorita Garante della Concorrenza e del Mercato (AGCM) opened twin probes in early 2026 into Microsoft’s Activision Blizzard—specifically Diablo Immortal and Call of Duty Mobile—alleging the games use misleading and aggressive design practices to push in‑game purchases. This investigation pulls back the curtain on specific UX/UI tricks regulators say steer players—including minors—toward spending without full awareness.

Topline: What the AGCM alleges and why it’s a watershed for regulation

The AGCM’s January 2026 statements accuse Activision Blizzard of a set of practices that combine persuasive UX with opaque commerce mechanics. In short: games advertised as free‑to‑play are structured with systems that make it hard to understand real cost, encourage long sessions and repeated engagement, and nudge purchases by exploiting psychological biases like FOMO and variable rewards.

“These practices…may influence players as consumers — including minors — leading them to spend significant amounts, sometimes exceeding what is necessary to progress in the game and without being fully aware of the expenditure involved.” — AGCM press release, Jan 2026

That quote signals two important shifts for 2026: (1) regulators are treating manipulative game design as a consumer‑protection issue, not just a platform policy matter; and (2) national regulators in the EU are applying public‑market scrutiny to how microtransactions work in top mobile titles.

How designers steer spending: 12 UX/UI techniques regulators flagged (and how they work)

Below we break down each tactic the AGCM identifies or that commonly appears in modern mobile monetization—what it is, why it convinces players to spend, and how to spot it fast.

1. Opaque virtual currency and bundling

What: Games sell currency bundles (gems, shards, gold) instead of direct item prices. Bundles are sized and priced so conversion math is non‑intuitive.

Why it works: Hiding real‑money equivalents creates psychological distance from spending. Bundles with awkward denominations encourage overspend (you buy a large bundle because it's the closest match).

Spot it: If the store lists only “500 gems” instead of “€4.99” for a specific item, you’re in opaque territory. The AGCM flagged exactly this as a problem in its notice.

2. Limited‑time offers and countdowns (manufactured scarcity)

What: Timers, flash sales, rotating shop items, “returning soon” tags.

Why it works: Scarcity triggers FOMO. Players fear missing rare items or good deals and make impulsive purchases.

Spot it: Persistent countdowns on skins or items, especially when tied to randomized systems like gachas.

3. Variable reward schedules (slot‑machine psychology)

What: Loot boxes or gacha systems that use variable outcomes to deliver rewards unpredictably.

Why it works: Variable rewards maximize engagement and repeat purchases—psychologically similar to gambling. The intermittent reinforcement is a powerful driver of repeated transactions.

Spot it: Repeated purchase prompts after “almost” receiving a top reward, or systems that encourage repeated spins.

4. Progress gates & paywalls that feel mandatory

What: Difficulty spikes or artificially slow progression designed around monetized accelerators.

Why it works: When advancement is blocked, players rationalize purchases as time‑savers. It leverages the desire for competence and completion.

Spot it: Noticeable pacing cliffs right after a story beat or event that can be bypassed for currency.

5. Social pressure and scarcity tied to multiplayer systems

What: Limited‑edition cosmetics tied to leaderboards, clans, or time‑limited events.

Why it works: Fear of social exclusion and status maintenance encourages spending to keep up with peers.

Spot it: Cosmetic items that confer social recognition (badges, banners) are often time‑limited.

6. Misleading purchase flows and dark pattern buttons

What: Buttons or dialogs that obscure cost, default to purchase, or hide the “no thanks” option behind multiple taps.

Why it works: Dark patterns trampling deliberate consent accelerate conversion and exploit inattentive taps—especially on mobile where people are used to fast swipes.

Spot it: Absent or tiny cancel links on purchase popups, or buy actions that occur in one tap without clear confirmation.

7. Decoy pricing and anchoring

What: Presenting multiple bundles where a higher‑priced one makes the mid‑tier look like a bargain.

Why it works: Anchoring influences perception of value—players pick the “best deal” even if none map to what they need.

Spot it: A three‑tier shop where the middle bundle is highlighted with a fake “most popular” tag.

8. Push notifications timed to drive urgent play

What: Notifications that promise exclusive rewards if you open now.

Why it works: Interrupts daily routines, creating urgency and catching players at low‑resistance moments where impulsive spending is likelier.

Spot it: Repeated daily prompts referencing limited rewards with a one‑click deep link to the shop.

9. Bundling progression boosts with cosmetics

What: Packages that mix purely cosmetic items with items that affect power or progression.

Why it works: Players buying cosmetics may inadvertently accelerate pay‑to‑win behavior; the perceived low cost of cosmetics masks the progression advantage.

Spot it: Bundles that combine skins with rare upgrade materials or XP boosts.

10. Hidden recurring charges and “auto‑top up” mechanics

What: Systems that automatically recharge currency, subscribe players to pass systems, or set active recurring payments as defaults.

Why it works: Recurring charges normalize spending and create inertia—players forget small recurring costs that add up.

Spot it: An “auto‑refill” toggle turned on by default in purchase flows or account settings.

11. Using children‑targeted designs and weak age gates

What: Bright, playful UI elements and reward mechanics appealing to children, without robust verification or parental consent.

Why it works: Children have lower impulse control and financial literacy; when games blur purchase controls, minors can spend large sums quickly.

Spot it: Child‑friendly visual language in purchase prompts and a lack of clear parental authentication for big purchases.

12. Hard‑to‑read receipts and missing price transparency

What: Purchase confirmations that list virtual currency amounts without translating to real‑money totals, or receipts that don't clearly show platform charges.

Why it works: Without clear post‑purchase accounting, players can under‑estimate cumulative spending and are less likely to contest charges.

Spot it: Receipts that show “500 gems spent” but not the euro/dollar amount or conversion rate used.

Psychology behind the patterns: Why these tricks work so well

These techniques exploit well‑documented cognitive biases:

• Loss aversion — players pay to avoid missing an offer.
• Intermittent reinforcement — variable rewards increase repeat behavior.
• Anchoring — a high price sets perceived value for lower tiers.
• Present bias — immediate rewards are prioritized over long‑term budget impacts.

Regulators like the AGCM explicitly frame these as consumer harms because they can lead to spending that is “not fully aware” or disproportionate to the product’s value—especially for minors.

How to spot manipulative design: a quick checklist for gamers and parents

Use this checklist during play sessions or before making purchases. If you check more than two boxes, proceed with caution.

• Prices shown primarily in virtual currency, not real currency.
• Countdown timers on offers you’ve seen repeatedly.
• One‑tap buy buttons with small or hidden cancel options.
• Bundles that mix cosmetics with boosts or progression items.
• Default toggles for auto‑refill, subscriptions, or recurring payments.
• Bright, child‑friendly UI surrounding payment prompts.
• Receipts that list virtual currency without the real‑money equivalent.

Actionable steps to protect wallets and kids (quick wins)

Practical, immediate measures you can take today:

1. Disable one‑tap purchases: Turn off in‑app purchases or require biometric/parental approval for each transaction.
2. Use platform family controls: Apple Family Sharing and Google Play parental controls can block purchases or require approval.
3. Remove saved payment methods: Keep cards out of the device; use gift cards or preloaded wallets for controlled spending.
4. Set hard limits: Use bank/card controls to limit recurring charges or set alerts above a set spend threshold.
5. Read the store price in real money: Convert virtual currency bundles back to the total real‑money cost before committing.
6. Check receipts: Ensure receipts display real currency totals and dispute unclear charges promptly.

What to expect next: 2026 regulatory trends and platform responses

Late 2025 and early 2026 saw regulators across Europe and beyond intensify scrutiny on mobile monetization. The AGCM’s action is part of a larger wave that includes consumer‑protection investigations, increased media attention, and calls for clearer rules around loot boxes and in‑app purchasing practices.

What this likely means for the near future:

• Greater transparency mandates: Expect requirements to show real‑money equivalents for virtual currency and item prices.
• Stricter rules on youth targeting: Stronger age verification and parental consent standards for purchases involving minors.
• Limits on dark patterns: Rules to ban or restrict preselected options, confusing cancel flows, and manipulative UI layouts.
• Platform policy updates: App stores may require clearer monetization disclosures as part of listing requirements.

Ethical design: how studios can monetize responsibly (and still make money)

Responsible monetization isn’t a revenue trap—developers who adopt transparent, fair practices can build longer‑term trust and retention. Tips for studios:

• Real‑money labeling: Always show item prices in local currency alongside any virtual currency cost.
• Granular consent: Make purchase choices explicit, with clear opt‑outs for recurring charges.
• Fair progression design: Avoid artificial cliffs that force players into transactions.
• Ethical bundles: Separate cosmetics from progression items to avoid inadvertent pay‑to‑win dynamics.
• Parental flows: Design verified parental consent options for purchases initiated by accounts linked to minors.

Case evidence suggests studios that pursue these practices can maintain monetization while reducing churn and regulatory risk—good business and good policy aren’t mutually exclusive.

What the AGCM case means for Activision Blizzard and the wider industry

For Activision Blizzard, the AGCM probe carries reputational, financial, and operational implications. If regulators find that the games used misleading or aggressive practices, remedies could include mandated UI changes, clearer disclosures, fines, or ordered refunds. For the industry, the case signals that previously tolerated design norms are now under legal and public scrutiny.

Even beyond penalties, studios should anticipate heightened consumer expectations: more players will demand transparency, and fewer will tolerate feeling tricked into purchases. Investors and partners are also watching—regulatory action could factor into valuations and publishing relationships.

How gamers and communities can help accelerate fair practices

Community reporting matters. Here’s how players and parents can drive better behavior:

• Document questionable flows (screenshots, timestamps) and share in consumer forums or with regulators.
• Vote with your time: prioritize games that are transparent in pricing and parental controls.
• Support industry groups and advocacy organizations pushing for clear labeling standards.
• Provide feedback directly to studios—constructive player feedback often leads to practical UI fixes.

Final takeaways — quick summary for players, parents, and creators

• Players & parents: Watch for opaque currencies, countdowns, and one‑tap buys. Use platform controls and remove saved payment methods.
• Developers: Prioritize transparency: show real prices, separate cosmetics from progression, and avoid default opt‑ins for recurring payments.
• Regulators: The AGCM’s probe is a bellwether—expect similar enforcement across EU member states and evolving platform rules in 2026.

Call to action

Have you spotted manipulative purchase flows in your mobile games? Share what you found with thegames.directory community and help compile evidence that can protect other players and families. Check your device’s purchase settings now, set hard spending limits, and if you want deeper guides or templates for reporting dark patterns, subscribe for our weekly briefings on mobile monetization and consumer protection.

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