Abstract: Exemplary embodiments are directed towards a system and method for dynamically altering behaviors and attributes of game elements in electronic games. The method includes associating one or more products data with one or more relevant category of activities chosen from a list of categories corresponding to the electronic game and one or more relevant preferences chosen from a list of preferences related to the categories of activities corresponding to the electronic game. The method further includes processing the associated data with relevant category of activities and relevant preferences through a processing unit and to be stored in a centralized database.