Same goes for fitness tracking. Inside actual fitness games but in other VR titles as well. Again, this generates a ton of very personal data that, combined with other databases, unlocks a ton of value for advertisers.
This is why FB is so adamant about using FB profiles, even banning users if they make a guest account: For all this data to be really valuable, you need to be able to have it down to an individual resolution (that is: You know all the data is generated by a single individual, so you can combine it).
All of this, combined with existing data-generation, is a whole new level of invasion of privacy.