Abstract: A computer implemented method and system is described for controlling multiple identities. The system comprises at least one user device operable to communicate with at least one server of the system via a communication link, the server having at least one processor and at least one memory connected to at least one datastore storing a plurality of user identities, the method comprising detecting a trigger event associated with a second user identifier, the trigger event providing a second user identifier different to a first user identifier, associating the second user identifier with said first user identifier, and providing for at least one game associated with the first user identifier and the second user identifier a common set of game data.