![]() “The publishers, especially the big boys, are very protective of their IP and price points. ![]() “From a business to business point of view, it prevents the market from being flooded with codes that can get into the wrong hands,” Murphy says. It’s just a couple of services speaking to each other. By this point, the game is ready to download from your Uplay client without any need to enter a key into a “redeem code” box. Murphy says this activates the key via Ubisoft Connect, Ubisoft’s system for redeeming purchases made outside the Uplay store. Instead, when a customer purchases an Ubisoft game (they must use their Uplay credentials or set up an account first), a message is sent back to Genba, who then assign a token to one of their keys. In an interview with GameDaily, Genba Digital CEO Matt Murphy described the process as “the ability to distribute keys to third-party retailers without actually having to transfer over any keys.” Genba Digital was founded in 2015 and currently works with 120 retailers, and has also worked alongside publishers like Square Enix, Bethesda, Take-Two Interactive, and others.Įssentially, Genba keeps a bank of keys from Ubisoft, but doesn’t transfer that information to any digital retailers. Ubisoft has partnered up with the digital distribution firm Genba Digital to launch a new process called “silent key activation” in a bid to combat grey market key resellers. ![]()
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