A computer-implemented method of challenge generation for a video game, comprising the steps of: collecting (s110), via a network, gameplay telemetry data comprising values for one or more game parameters, from a plurality of users; selecting (s120) an in-game scenario for which the gameplay telemetry data has been collected; characterized by for one or more selected game parameters: identifying (s130), from values for a selected game parameter from the gameplay telemetry data for the plurality of users, a value for the selected game parameter that is associated with successful attempts in the in-game scenario ; and identifying, from the values for the selected game parameter from the gameplay telemetry data for the plurality of users, a value for the selected game parameter that is not associated with a proportion of success in the in-game scenario at or above a predetermined threshold for the plurality of users; and generating (s140) a user challenge to succeed in the in-game scenario whilst generating a respective value for the one or more selected game parameters, the or each generated respective value having a respective selected relationship to the identified values of the one or more selected game parameters. collecting (s110), via a network, gameplay telemetry data comprising values for one or more game parameters, from a plurality of users; selecting (s120) an in-game scenario for which the gameplay telemetry data has been collected; characterized by for one or more selected game parameters: identifying (s130), from values for a selected game parameter from the gameplay telemetry data for the plurality of users, a value for the selected game parameter that is associated with successful attempts in the in-game scenario ; and identifying, from the values for the selected game parameter from the gameplay telemetry data for the plurality of users, a value for the selected game parameter that is not associated with a proportion of success in the in-game scenario at or above a predetermined threshold for the plurality of users; and generating (s140) a user challenge to succeed in the in-game scenario whilst generating a respective value for the one or more selected game parameters, the or each generated respective value having a respective selected relationship to the identified values of the one or more selected game parameters. identifying (s130), from values for a selected game parameter from the gameplay telemetry data for the plurality of users, a value for the selected game parameter that is associated with successful attempts in the in-game scenario ; and identifying, from the values for the selected game parameter from the gameplay telemetry data for the plurality of users, a value for the selected game parameter that is not associated with a proportion of success in the in-game scenario at or above a predetermined threshold for the plurality of users; and generating (s140) a user challenge to succeed in the in-game scenario whilst generating a respective value for the one or more selected game parameters, the or each generated respective value having a respective selected relationship to the identified values of the one or more selected game parameters. <EOS>