This invention relates to a system and method for encouraging physical activity amongst sedentary persons, typically gamers which lead relatively sedentary lives. The system typically comprises a memory device storing data; and a processor comprising a receiver module and a game data generator module. The receiver module is configured to receive activity data captured by an activity tracking device associated with a gamer, wherein the activity data is indicative of a real-world physical activity of the gamer outside of a gaming session which is typically not necessarily related to a fitness level. The game data generator module is then configured to use received activity data r to generate game data, wherein generated game data is used by a computing device to contribute to in-game progress and/or in-game abilities in a game provided to the gamer by the computing device. In this way, real-world physical activity of the gamer is encouraged.