The game is then automatically activated in UPlay. "If someone goes on a website like Fanatical and buys a Ubisoft product, it will take them through the checkout process, then ask you to enter your UPlay account - if you don't have one, it asks you to set one up. We take a number of keys off Ubisoft for a game like Assassin's Creed Odyssey and we'll set on that keybank. "Silent key activation doesn't pass on the key to the e-tailer or, as a consequence, the end user. "That gives the publishers control of how their products are distributed, rather than the old fashioned way: throwing a big Excel spreadsheet of keycodes to e-tailers and asking them to declare their sales," CEO Matt Murphy tells. But this is handled on a one-to-one basis only after retailers have recorded a sale do they get another key for that particular game. It takes bunches of game keys from publishers and distributes them via its own technology to stores. Genba specialises in third-party digital games distribution, sourcing games for digital retailers to sell. The two companies have worked on a new process called silent key activation (SKA), that not only aims to make it easier for customers to purchase games, but also prevents those games from being sold illegally through other channels. Ubisoft has partnered with UK tech firm Genba Digital to change the way it sells PC download titles through third-party stores.
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