Italy's Probe into Activision: What It Means for FUT and Loot Boxes in Football Games

Hook: Why Italy's Activision probe matters to every FUT player in the UK

If you play FIFA Ultimate Team (FUT) or follow football gaming streams in the UK, you’re likely fed up with opaque pack odds, surprise bundles and the creeping pressure to keep spending to stay competitive. Italy's recent probe into Activision for "misleading and aggressive" microtransactions is a wake-up call: regulators are no longer content to treat in-game purchases as a Wild West market. This investigation could reshape how football games sell packs, coins and loot — and what protections players can expect in 2026 and beyond.

The headline: what Italy (AGCM) is looking into

In January 2026 Italy’s competition watchdog, the Autorità Garante della Concorrenza e del Mercato (AGCM), opened investigations into Microsoft’s Activision Blizzard over aggressive monetisation practices in mobile titles. The probe highlights three core concerns:

• Use of design elements that incentivise extended play and impulse purchases — particularly among minors.
• Obfuscation of virtual currency value and bundled sales that mask the real cost to players.
• Promotional mechanics that create pressure to buy so users "don't miss out" on 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 (Jan 2026)

Why FUT and football loot economies are squarely in scope

Although the AGCM named mobile games in the press release, the structural issues it flagged map directly onto how football games — including FUT — monetise competitive play. FUT’s economy is built on packs, in-game currency (FUT Coins), and premium points (FIFA/EA Points) sold in bundles. The same behaviour the AGCM describes — design nudges, bundled purchases, and limited-time offers — are core features of pack-based modes.

Key parallels

• FOMO mechanics: limited-time squad-building rewards, marquee match-ups and countdowns that push players toward quick purchases.
• Virtual currency bundling: buy FIFA/EA Points in tiers where the real GBP value per pack is hard to compute.
• Targeting younger players: influencers and streamers open packs on live streams watched by minors, amplifying pressure to spend.

Legal implications: what could change in the UK and EU

The AGCM action is part of a wider wave of regulatory attention that has been building since the early 2020s. For UK gamers and developers, the investigation signals potential outcomes you should watch for.

1. Clearer consumer protection enforcement

Expect national regulators to push for more disclosure about real-world costs, clearer refund rights and easier complaint pathways. In the UK, bodies like the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) have previously scrutinised misleading claims — and they can act alongside consumer protection laws to require transparency on in-game purchases.

2. Gambling law pressure and the cash-out debate

One of the trickiest legal questions is whether loot boxes constitute gambling. Historically UK gambling law hinged on whether there is a monetary cash-out. Most football game loot boxes don't allow direct conversion back to cash, so they escaped classification as gambling. But regulators are exploring broader definitions: if mechanics mimic betting and predispose minors to harm, new rules or reinterpretations could follow.

3. Age verification and youth protections

Regulators may push for mandatory age gates, verified spending limits for under-18s and stronger parental controls. Italy’s concern about minors is a clear sign this will be a priority across Europe.

4. Fines and business model scrutiny

Investigations can lead to fines, binding remedies and restrictions on specific designs (e.g., banning certain ‘dark patterns’). Companies might be required to unbundle currency packs or clearly display pack odds and real-price equivalents — not just percentages but concrete cost-per-pack and average spend-to-expected-value metrics.

Consumer implications: what players should know and do now

The landscape is shifting in 2026. Whether you’re a casual Ultimate Team player, a streamer, or a parent, here’s practical advice to protect your wallet and rights.

Actionable steps for players

1. Track your real spend: treat virtual currency as real money. Convert bundles to GBP and keep a monthly cap in your banking app.
2. Check pack odds and do the math: if the publisher displays pack odds, calculate expected value. If they don’t, ask for transparency — and file complaints with ASA/CMA if advertising is misleading.
3. Use platform parental controls: PSN, Xbox Live and Nintendo have robust parental spend controls; activate them for younger accounts.
4. Save receipts: for in-app purchases — they’re your proof if you need refunds or to dispute a charge.
5. Report predatory UX: if you encounter countdowns that reappear after closing the game, or offers targeted to minors, report to the platform and your local consumer protection agency.

For parents

• Enable purchase approval and biometrics on devices.
• Discuss microtransactions openly: explain odds and how virtual currencies map to pounds.
• Follow trusted UK gaming community resources for current complaints and recall notices.

Design and industry implications: how developers may respond

If regulators start imposing rules, monetisation teams will pivot. Here are realistic directions football game economies may take — and design choices that balance revenue with player wellbeing.

Safer monetisation patterns

• Transparent pricing: show both virtual currency and direct GBP equivalents per pack. No more 'mystery bundles' that hide the true cost.
• Probability-first UX: present odds and average spend-to-obtain stats before purchase. Make the math visible and simple.
• Non-gacha alternatives: offer direct buy options for cosmetic items or star players, or introduce skill/growth-based unlocks rather than randomized draws.
• Subscription and battle pass models: create predictable recurring revenue (monthly passes that grant curated rewards) instead of pushy limited-time packs.
• Spending caps and cooling-off: build in daily/weekly spend warnings and mandatory cooldowns after large purchases.

Transparency and community-first approaches

Publish data: some studios already release drop rates and economy statistics. Doing so builds trust with players and can mitigate regulatory risk. Additionally, clear refund policies and easy complaint flows reduce friction and possible enforcement actions.

Esports, streamers and community impacts

FUT content creators and esports organisers must adapt. The economics of pack openings drive huge streaming viewership — and that attention can incentivise irresponsible marketing.

Best practices for creators

• Disclose real-money amounts when opening packs on stream.
• Label content likely to attract minors and avoid encouraging underage spending.
• Partner with publishers that demonstrate transparent, ethical monetisation.

For esports bodies and tournament organisers

Consider rules that restrict promotional sponsorships tied to packs or pay-to-win benefits. Esports benefits when competitive balance is not undermined by paywalls.

Case studies and early indicators (2025–early 2026)

Recent months have shown a tightening regulatory environment. Italy’s AGCM probe is a high-profile example; in the preceding years several European regulators and consumer groups tested the boundaries of loot-box legality. Developers that preemptively changed their models in late 2024–2025 (shifting to transparent cosmetics or subscription services) faced fewer complaints and better public perception. This suggests proactive reform reduces enforcement risk and can be a market advantage.

Future predictions: where football gaming economies head in 2026–2028

Based on current trajectories, expect the following trends:

• Mandatory disclosures: publishers will be required to show real-currency equivalents and detailed odds in many jurisdictions.
• Age-based restrictions: verified age checks and spend limits for minors will become common, possibly enforced by app stores.
• New product mixes: more direct-purchase cosmetic shops, curated player marketplaces and subscription passes will reduce reliance on randomized packs.
• Regulatory harmonisation: the EU and UK may align on consumer protection frameworks for in-game purchases, while national regulators enforce specifics.
• Industry self-regulation: trade groups and major publishers will likely publish ethical monetisation codes to manage public trust.

What UK gamers and community hubs should track next

If you follow FUT and football gaming closely, keep an eye on:

• AGCM’s formal findings and any remedies it orders against Activision.
• ASA/CMA statements on misleading in-game ads targeting UK consumers.
• EA (and other football-game publishers) policy updates on currency bundles, odds and parental control measures.
• Platform rule changes from PlayStation, Xbox and Nintendo on in-app purchases and storefront transparency.

How to get involved and protect fellow players

Community action works. If you’ve been hit by aggressive microtransactions or saw a minor make large purchases, do the following:

1. Document the UI and offers (screenshots, timestamps).
2. Report the practice to consumer agencies (ASA/CMA in the UK) and the game’s support team.
3. Share your experience in trusted UK community hubs — Discord servers, subreddits and the soccergames.uk forums — to help others spot the same tactics.
4. Support creators and shops that prioritise transparency and fair play.

Final take: this probe is a turning point for FUT and loot economies

Italy’s AGCM taking aim at Activision for aggressive microtransactions signals a new normal: the era when publishers could hide costs behind bundles and exploit behavioural nudges is ending. For FUT players, streamers and UK consumers, the likely outcome is more transparency, better protections for minors, and a shift in how football games design their economies. That won’t eliminate monetisation — publishers still need sustainable revenue — but it will force smarter, fairer models.

Actionable takeaway checklist

• Players: set a monthly spend cap, save receipts and calculate real GBP costs before buying packs.
• Parents: enable platform purchase approvals and talk to kids about odds and value.
• Streamers: disclose real-money costs and avoid normalising excessive spend to minors.
• Developers: adopt transparent pricing, publish probabilities and introduce humane spending controls.

Call to action

Want to stay ahead of changes to FUT monetisation and UK gaming rules? Join the soccergames.uk community for regular updates, detailed breakdowns of policy moves and practical guides you can use today. Share your experiences with in-game purchases below — your reports help shape better protections for everyone.

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