Europe is preparing for a major confrontation with the gaming industry as the European Union works on new regulations to make in‑game purchases more transparent. The law, if enacted, could fundamentally change how millions of players spend their money and how developers design their monetization systems.
According to a report from the Swedish Games Industry, more than 80% of gaming revenue in 2024 now comes from titles that depend heavily on microtransactions. Free-to-play games dominate the market, relying on purchases for virtual items, game progress, or cosmetic upgrades. This success, however, has also attracted the attention of regulators in Brussels.
The EU’s answer comes in the form of the Digital Fairness Act, a broad consumer protection proposal for digital markets that could take effect as early as late 2026. The law’s goal is to promote transparency and fairness for consumers — and gamers and developers alike should take note.
One major proposal from the Consumer Protection Cooperation Network (CPC) calls for clearer pricing in games. Regulators want publishers to show the real‑world value of digital currencies — such as euros instead of gems, crystals, or coins. Another recommendation asks that players be allowed to purchase precise amounts of currency instead of being limited to preset bundles, which often leave users with leftover credits or force extra spending to reach a desired purchase.
The CPC views these design elements as subtle mechanisms that encourage overspending. Removing such “nudges” is meant to increase fairness and transparency in online markets, especially for younger players who may not fully grasp currency conversions.
Many game creators have pushed back against the EU’s approach. Per Strömbäck, spokesperson for the Swedish Games Industry, warned that excessive regulation could limit innovation and competitiveness among European studios. He insists that creativity, not bureaucracy, should shape how games are funded and monetized.
Small studios are particularly concerned about compliance costs. If each EU country interprets or enforces the law differently, developers may face new technical and administrative burdens, making it harder to launch games across multiple regions.
If the Digital Fairness Act passes as proposed, it will not only impact mobile games but also major developers and publishers around the world. Companies like Epic Games, EA, and countless indie teams will need to adapt their monetization models to meet EU transparency standards.
This push fits into the EU’s larger regulatory pattern. Over recent years, Brussels has taken on tech giants over privacy issues, app store commissions, and algorithmic transparency. Now, the gaming sector appears next in line for reform — and the famous “Brussels effect” could make these norms global.
Whether players welcome simpler and clearer in‑game pricing or fear increased limits on design freedom, one thing is certain: the outcome of this debate will shape how digital entertainment handles money for years to come.