In roughly a decade, university rankings gained the foreground in the policy arena for higher education and their influence is not going to decrease. However, several methodological shortcomings and warnings about the unintended consequences for national higher education systems have been raised. Against this background, this paper stresses that the individual recipients of information contained in university rankings are currently overlooked. Indeed, university rankings are addressed to a generic recipient, but actually, there are multiple audiences for rankings, and each of these audiences has different needs and each one attributes a different value to information attached to rankings. Referring to a theoretical tool borrowed from bioethics, this paper highlights that the ranking game involves a variety of recipients and that the current setting of the ranking panorama leaves room for gaps to emerge.