EU to Require Game Developers to Display Real-World Prices Alongside In-Game Currency

The European Commission is introducing new rules that will require video game developers to clearly display the real-world cost of in-game purchases, even when those purchases are made using virtual currencies like gems, coins, or tokens.

Part of a broader push to protect consumers — especially children — from manipulative monetization tactics, the new guidance applies to all types of video games, including mobile, PC, and console titles. The measure was developed by the Consumer Protection Cooperation (CPC) Network, in coordination with the European Commission and national regulators.

Under the new principles, developers will no longer be able to obscure real prices behind complex or confusing in-game currency systems. Any offer made within a game must transparently show how much real money it represents, making it easier for players and parents to make informed spending decisions.

These rules apply broadly across the games industry and are not limited to mobile titles. Developers of console and PC games — especially those using virtual currencies for microtransactions — are expected to comply. Virtual currencies are used by overwhelming majority of modern AAA franchises, including Call of Duty, Diablo, Destiny and many more.

Other rules outlined by the CPC Network include a ban on pressuring players into purchases through tactics like countdown timers, safeguards against overspending by bundling excess virtual currency, and requirements for fair and transparent contract terms. The developers will also have to allow players to cancel digital purchases within 14 days, unless they opt out by using the content immediately.

These measures, led by Dutch and Norwegian regulators in coordination with the Commission, build upon growing concerns that in-game monetization schemes often exploit consumer behavior, particularly among younger audiences. A workshop for game developers will be held in the coming months to support implementation of the new principles. Non-compliant companies may face legal consequences.

The announcement also follows a targeted enforcement action against Swedish studio Star Stable Entertainment, makers of Star Stable Online. The studio has one month to address violations including unclear pricing, pressure marketing to children, and undisclosed influencer sponsorships. Regulators say the game’s monetization practices could mislead young users and breach EU consumer law.

The EU’s new principles echo its earlier push to regulate loot boxes, which culminated in increased scrutiny between 2018 and 2021. Several member states, including Belgium and the Netherlands, classified loot boxes as a form of gambling, prompting publishers to alter or remove the mechanic in those regions. These efforts laid the groundwork for current digital fairness regulations under the EU’s Better Internet for Kids (BIK+) strategy.