Italian online casinos' coin stores and gamification may fall under EU consumer practice rules
By The Weekly Edge desk ·
Summary
The EU consumer protection network launched coordinated action on 30 September against ten video game companies over how they sell in-game virtual currencies, with Italy's AGCM co-leading the case against Microsoft alongside Norway and Denmark. The article argues that Italian unfair commercial practice rules apply to ADM-licensed online casinos, so loyalty coin stores, missions and gamification could face similar scrutiny. It notes the CPC principles are non-binding and cover only currencies bought with real money, and says supplier contracts should allocate responsibility for such mechanics. The Commission's Digital Fairness Act proposal is planned for Q4 2026.
Why it matters
The article argues that EU scrutiny of real-money virtual currencies could also reach loyalty coin stores, missions and gamification at licensed Italian casinos.