A method implemented in a computing system hosting a three-dimensional virtual reality world. The computer system collects personally identifiable information of users of accounts, where each account in the accounts is identified by an account identifier and each data field of personally identifiable information of each account is identified by a data field identifier. The system uses a script function to generate an encryption key from the global key, the account identifier, and the data field identifier specifically for the content of the data field of the personally identifiable information of the respective account. Different encryption keys are used for different data fields and different accounts. Encrypted content of a data field is stored at a random location; and the identification of the random location is stored in a device, database or system, separate from where the encrypted contents of the data fields of the accounts are stored.