In an attempt to gain more control over the PC video games at stores like Fanatical, Ubisoft has teamed up with the Genba Digital company. As a result of this union arises an alternative distribution method called “silent activation”, which ends the exchange of activation keys between the store and the user.
How exactly does it work? Genba explains to Games Industry that Ubisoft will not longer supply digital stores with a large list of product keys so that they can sell them later, but when buying a product from Ubisoft in that store, the customer will be guided through the process of payment up to a window that asks you to link your Uplay account or create a new one to redeem the product automatically, so nobody really manages any key. In other words, the activation keys are still there, only generated at the time of purchase and applied directly to prevent them from being sold again in questionable markets.
As a result, starting from now Ubisoft will only sell its products to third parties that work with the silent key activation (SKA) system. Some like GamersGate or GMG already operate with an equal or similar system, while other stores will have to go through a prior approval to be able to sell Ubisoft products.