1. A method for personalising content provided to a user during a session of an interactive application, said content including one or more user interface items, comprising the steps of: determining one or more environmental context attribute values for said session; responsive to a request for content, for at least one item of said content, mapping each of said one or more environmental context attribute values to respective values indicating a users level of interest in said item for said environmental context attribute values; retrieving content from a content database; personalising said content as a function of said users level of interest in said at least one item for said one or more environmental context attribute values; and returning the personalised content to the application.