Predictive World


What does big data say about you? This website for Ubisoft's Watch Dogs 2 reveals all.

See the project

From online purchases to Facebook likes, we create 2.5 billion gigabytes of data every single day. But do we know what this data says about us?

Working in collaboration with Sid Lee, Cambridge University and Ubisoft, we created an interactive digital experience that allows users to see how their digital footprint impacts their personal profiles.

Created to promote the much-awaited release of Ubisoft's WATCH DOGS 2, Predictive World is based on a sophisticated algorithm developed by the University of Cambridge Psychometrics Centre that uses 6.4 billion data points to generate highly accurate individual predictions.

By collecting and processing users’ existing online footprints (taken from Facebook) and contextualizing it against that framework, the site is able to predict over 70 personal attributes and outcomes.

In today’s ultra-connected world, the systematic collection and processing of private data on a massive scale marks a new step in an era of rising surveillance.

Predictive World lets users imagine how corporations, governments, or criminals might use their personal data against them, and in doing so, helps players understand the narrative context of WATCH DOGS 2.


  • Awwwards

    Site of The Day
  • FWA

    Site Of The Day


The University of Cambridge Psychometrics Centre

  • Consultancy

Sid Lee, Paris

  • Agency