14 DAY TRIAL // Ubisoft is making the final push to rid the world of game activation keys and possibly bury the grey market in the process.
The PC grey market was always a problem for publishers, for a few reasons. First of all, publishers are not getting the proper share from any sales. Secondly, it often happens that some of these keys are bought using stolen credit cards, for example.
In any case, as long as game keys are being sold online, some people are going to find a way to sell them for a profit and not involve publishers in the process. Ubisoft hopes to stop the grey market by getting rid of activation keys altogether.
Ubisoft has high hopes
Ubisoft partnered with a company called Genba Digital to build a new intermediary process called “silent key activation.” Basically, when you buy a new Ubisoft game from a partner, you will be asked for your uPlay account. Purchasing the game of a website will automatically activate it in your Uplay account.
Many legitimate websites sell Ubisoft’s games, and they will need this SKA technology embedded in their website to continue selling this game. The website doesn’t receive keys, and the games are activated right from the server.
For now, Genba works with 10 retailers, like Fanatical and GamersGate, and others will have to implement it. It’s a good idea, and it will most likely work in the way that’s intended.
But to say that you’re going to close the grey market is pushing it. People are resourceful and they could find a way to circumvent this new measure. It’s also not unlikely that some vulnerability is found in the SKA system and taken advantage of.
Ubisoft is the firtys to move in this direction and it’s very likely that other companies are going to do the same. Whether it works towards closing the grey market is still in question, but users will have to say goodbye to the activation keys.