HiveMind is a game, and it’s also the name of a new Berkeley, Calif.-based startup Wright is unveiling today in an exclusive interview with VentureBeat. The idea is a new evolution in gaming that Wright calls 'personal gaming.' It is a game that can customize itself for the individual player, taking into account aspects of player’s real-life situation as elements of the game. It’s not an easy concept to understand, particularly because Wright isn’t describing the game in detail yet.

“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,” Wright said.

He noted, for instance, that there may be 50 different dimensions to a person that could be learned through data collection. Some of those dimensions could be location-based, like where you are, where your friends are, and how much money is in your wallet. It may sound like a creepy invasion of your privacy for game to know that about you, but Wright wants to emphasize the entertainment value of sharing and why people will probably share that information gladly.

Wright’s inspiration came last year when he went down to Burbank, Calif., to give a talk and showed up early. He wandered down the street to a 1950s-style diner. There, he found a bunch of car enthusiasts who gather on the last Friday of each month to show off their cars. A car buff himself, Wright had a great time talking to those people. It was random luck, but quite entertaining. “If I knew about these events, my life would be a lot more interesting,” he said. “How do we expose you to these events, these things? How can we make a system that understands enough about you and gives you situational awareness? It could take into account what time of day it is, where you are, how much money is in your pocket. Imagine if you could open Google Maps and it shows you things that are interesting to you on the map.”

Wright’s idea with HiveMind is to collect data so that the game can discover opportunities for a person to have fun, directing the person to the right place where they could enjoy themselves, based on their interests. If the HiveMind knew enough about Wright, for instance, it could have found that gathering of car experts for him.