Ubisoft wants end game activation keys and stop that market that is illegaly reselling game key-codes.

Key resellers hurt gaming sales directly and many of these keys are bought using stolen credit cards.

Ubisoft has teamed up with a British company called Genba Digital to develop a new intermediary process for game activation called “silent key activation.” On implementing it, whenever you buy a new Ubisoft game, you will be asked to use your uPlay account.

Genba Digital provides a transparent digital distribution service delivering key-codes and metadata in a unified way, to a global network of retailers.

Upon purchasing the game, the website will automatically activate the subscription in your Uplay account. The legitimate partner sites that sell Ubisoft’s games will have to embed this technology on their website to continue selling.