Privacy is a concept that is intertwined with data security, but its scope is significantly broader. Often considerations of privacy in the context of consumer devices are limited to a consideration of the security of the data stored in those devices. In this work a broader perspective taken and privacy is defined in terms of new classes which consider the wider context of individuals and groups of persons. The implications for games & interactive media (G&IM) devices and systems is discussed. Finally, some ideas for an improved privacy framework for G&IM are outlined and explained in the context of the literature and current state-of-art.