HiveMind is an upcoming real life simulation being designed by Will Wright's company of the same name. Wright calls it "personal gaming", in which the player's interests affect the content of the game, saying, "Rather than craft a game like FarmVille for players to learn and play, we learn about you and your routines and incorporate that into a form of game play." The game will harvest data about the players in order to create content. It would not initiate this process, but would be permitted to do so by players. It has been described as "an immersive game that uses real-world information about a user to develop a unique in-game experience tailored to each player."