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Chimeria is a novel technology that enables the creation of more nuanced user identities in games, social media and related digital media forms. Its numerous applications in the gaming and media industries include: being used to determine dialogue and options in a computer game based upon the dynamic identity categories of characters in games to improve narrative depth, offering automatic customization of avatars based on their identities as determined by user actions in a game or preferences on social media, and providing recommendation of real/virtual products to gamers and social media users based upon the dynamic identities of their characters and/or profiles.