Smartphone game tracking technology accused of listening-in on users' television viewing

A company responsible for the data-slurping technology used in popular smartphone games, such as "Pool 3D", "Beer Pong: Trickshot", "Real Bowling Strike 10 Pin" and "Honey Quest", has been accused of spying on users even when they are not playing the games.

According to the New York Times, the Alphonso technology can even use smartphone microphones to detect and record background noise when the device isn't being used, enabling data crunching organisations to add what users are watching to marketing databases.

"These apps, once downloaded onto a smartphone, have the ability to keep tabs on the viewing habits of their users," the report says.

One of the most stark claims is that these games keep track of users even when they aren't playing them and, often, it's young children who are being tracked.

"It is yet another example of how companies, using devices that many people feel they can't do without, are documenting how audiences in a rapidly changing entertainment landscape are viewing television and commercials," claims the report.

These apps are all based on software from Alphonso. It is used by advertising companies to get a glimpse into the TV shows and movies consumers watch.

The software accesses a smartphone's microphone to monitor audio signals from TV shows and commercials, the newspaper claims. From this data, advertisers can work out what shows people are watching.

Around 250 apps use this software, and most of them are available to download for free from the Google Play Store. There are some in the App Store as well.

As a result, they can better target adverts at consumers, but this is something that users may not know. "The information can then be used to target ads more precisely and to try to analyse things like which ads prompted a person to go to a car dealership," reads the report.

"Some of the tracking is taking place through gaming apps that do not otherwise involve a smartphone's microphone, including some apps that are geared toward children."

Alphonso has defended itself in light of this report, claiming that this process is explained in its app privacy policies. The firm also said it doesn't have access to the microphones of users.

Alphonso CEO Ashish Chordia said that the apps are in line with guidelines issued by the Federal Trade Commission. "The consumer is opting in knowingly and can opt out any time," he told the New York Times.