"I think this is a topic that is really understood by the 1% of gamers. In fact, who ever asked the question simply: what data? and how are they used?Video games are one of the most fundamentally tech-friendly industries, which means they can be very data-conscious ", observed Yanisse*, a data analyst working for Ubisoft. The collection, analysis and use of personal and electronic data transmitted by players is indeed a topic that major players in the industry are careful to avoid expanding in their communications. Or only if new legislation forces them to do so, such as the General Data Protection Regulation enacted in 2016 and subsequently implemented in all EU countries in 2018. However, for anyone interested in recent market developments, the way games have been designed, made, sold, and monetized over the past decade, it’s an issue that shouldn’t be overlooked. In our weeks of work and fifteen or so interviews on this topic through a variety of industries – data analysts, data engineers, data scientists, economic game designers – it seems to us that the video game industry has a lot to do with personal data. The needs are far beyond our thoughts. From market research to behavioral analysis, through optimizing recommendation algorithms, balancing competitive games, or strategies designed to maximize player retention to steer them toward buying behavior, data is everywhere—it’s used in a variety of forms and sometimes encounters player’s interest. Occasionally.