European Union targets virtual currencies in act that could impact gaming revenue

The European Union (EU) is moving forward with new consumer protection proposals that aim to reshape the way developers design and monetize in-game purchases. The main concern in the industry is that the proposals, led by the informally known project Digital Fairness Act (DFA), could fundamentally impact the revenue models used in online games and mobile games across Europe.

The CEO of Supercell, Ilkka Paananen, has been one of the most vocal critics of the initiative, publicly warning that the proposed rules could “destroy the European gaming sector” if all in-game purchases were treated as financial transactions. Paananen argues that virtual currencies are convenience tools comparable to amusement park tokens, and not financial products.

The CEO of Supercell stated that:

"requiring each in-game transaction to include full disclosures or compliance checks could fundamentally kill how many games operate."

The European Commission is focused on updating consumer protection laws for the digital age and aims to cover platforms, apps, and interactive entertainment.

The key areas under discussion in the DFA include:

Banning “dark patterns” – manipulative design tactics such as misleading countdowns or pressure purchase tactics.

Price transparency – requiring developers to display real money values alongside virtual currencies (gems or coins) at checkout.

Refund rights – simplifying refund and withdrawal processes for digital transactions.

Advertising clarity – stricter rules for influencer marketing and affiliates.

The positive side lies in the clear signaling from regulators, giving the industry time to adapt. The European Game Developers Federation (EGDF) expects the formal proposal of the Digital Fairness Act to be presented in autumn 2026, with reviews that may extend until 2027.

In a separate move, the Consumer Protection Cooperation (CPC) Network, a coalition of consumer authorities in the EU, published guidelines on virtual currencies earlier this year, which act as a preview of what's to come. The CPC guidelines require the display of euro equivalents and the avoidance of bundled or deceptive price structures.

The gaming industry has reacted negatively. The EGDF warned that the policy could “fundamentally change how free-to-play games operate” if the CPC principles become law. The Video Games Europe (ISFE) submitted a consultation response in September 2025, calling for evidence-based regulation and warning that vague definitions could “pave the way for a ban on in-game currencies”.

The central concerns of developers include the risk to revenue due to restrictions on currency bundles and promotional offers, the operational impact of implementing euro equivalent displays, and the fear of unequal competition with developers outside the EU.

The European Union's Digital Fairness Act proposes banning dark patterns and requires price transparency with real money values alongside virtual currencies. The CEO of Supercell, Ilkka Paananen, warns that the rules could "destroy the European gaming sector", a criticism echoed by ISFE, which fears a ban on in-game currencies.