Privacy Policy

Introduction

Shadowplay Gaming Ltd ("we," "us," "our," or "Shadowplay") operates the Shadowplay gaming platform. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit and interact with our website and services.

Please read this Privacy Policy carefully. If you do not agree with our policies and practices, please do not use our services. By accessing and using Shadowplay, you acknowledge that you have read, understood, and agree to be bound by all the provisions of this Privacy Policy.

1. Cookie Categories

Essential Cookies

Essential cookies enable core functionality of the Shadowplay platform. These cookies allow you to navigate the site, maintain your session, and access secure areas. They are necessary for the website to function properly and cannot be disabled without impairing functionality.

Examples: session_id, csrf_token, cookie_consent_status, authentication_token

Consent Required: No — these activate automatically for all users. Retention: Session duration or up to 12 months for preference storage.

Analytics Cookies

Analytics cookies measure how visitors interact with Shadowplay. They track page visits, time spent on pages, click patterns, and navigation flows. This data helps us understand user behavior, identify popular features, and optimize the platform for better performance.

Tools Used: Google Analytics 4

Examples: _ga, _ga_XXXXXXX, _gid, _gat

Consent Required: Yes — activated only after you accept analytics cookies. Retention: Up to 14 months.

Marketing & Advertising Cookies

Marketing and advertising cookies enable personalized ad delivery and remarketing campaigns. They track your interactions with our ads and websites you visit, allowing us to show you relevant advertisements across the internet.

Consent Required: Yes — activated only after you accept marketing cookies. Retention: Up to 540 days (Google Ads default).

2. Marketing Cookies & Advertising Disclosures

Third-Party Ad Serving

Third-party vendors, including Google, use cookies to serve ads based on your previous visits to Shadowplay and other sites on the internet. These cookies allow advertisers to track your behavior across multiple platforms to deliver targeted advertisements.

Advertising Partners

We work with advertising partners such as Google and Meta to deliver advertisements tailored to your interests across various websites, apps, and platforms. Your browsing history and interaction data may be used to create audience segments for targeted campaigns.

Remarketing

We use remarketing services to advertise to previous visitors of Shadowplay. After visiting our site, you may see our ads on other websites, apps, or platforms you visit. This helps us stay connected with interested users and encourage them to return.

YouTube and Display Network

Our advertisements may appear across Google services including YouTube, Gmail, and the Google Display Network. These placements are based on your interests, past behavior, and demographic information.

Tracking Technologies in Use

We use the following tracking technologies on Shadowplay:

• Cookies (first-party and third-party)
• Tracking pixels (Google Ads tag / gtag.js, Meta Pixel)
• Device identifiers (browser fingerprint, IP address)
• Conversion event tags

Advertising Measurement

We use conversion tracking to understand which advertisements lead to actions on our website—such as form submissions, account registrations, or tournament entries. This allows us to measure campaign effectiveness and allocate budget appropriately. Conversion data may be shared with Google Ads and Meta to optimize future campaigns.

Advertising Technologies Active on This Site

The following advertising and analytics technologies are deployed on Shadowplay:

• Google Ads (gtag.js / Google Tag Manager)
• Google Analytics 4
• Google Remarketing Tag
• Meta Pixel (Facebook / Instagram)

Opt-Out from Personalized Advertising

You may opt out of personalized advertising at any time through the following resources:

• Google Ads Settings: https://adssettings.google.com
• Your Online Choices (EU): https://www.youronlinechoices.eu
• Network Advertising Initiative: https://optout.networkadvertising.org
• Digital Advertising Alliance: https://optout.aboutads.info

Opting out does not remove ads entirely—you will continue to see non-personalized advertisements based on context and general demographics.

Cookie Preference Management

You can manage your cookie preferences at any time by clicking the "Manage cookie preferences" link in the website footer. This allows you to accept or reject each cookie category independently. Essential cookies cannot be disabled as they are required for site functionality.

3. Consent Requirements & GDPR Compliance

Cookie Consent Banner

When you first visit Shadowplay, you will see a cookie consent banner with three options:

• Accept All: Enable all cookies, including analytics and marketing
• Reject Non-Essential: Use only essential cookies
• Manage Preferences: Choose which cookie categories to accept

Analytics and marketing cookies are activated only after you explicitly accept them. You can dismiss the banner without accepting (which activates only essential cookies). Your choice is stored in browser storage for 12 months.

Consent Statement

By clicking "Accept All Cookies," you consent to the storing of cookies on your device for analytics and advertising purposes, including personalized advertising delivered by Google and Meta. You may withdraw consent at any time through the cookie preferences panel without affecting the lawfulness of processing that occurred before withdrawal.

EEA & UK Users (GDPR Compliance)

Users in the European Economic Area and the United Kingdom receive this consent notice in compliance with the General Data Protection Regulation (GDPR) and UK GDPR. Marketing and analytics cookies are activated solely after explicit, informed, freely given consent under GDPR Article 6(1)(a). Your consent is recorded with a timestamp and may be audited upon request. You have enhanced rights regarding your personal data—see section 12 of this policy for details.

Withdrawal of Consent

You may withdraw consent at any time by clicking "Manage cookie preferences" in the website footer, or by clearing cookies via your browser settings. Withdrawal does not affect the lawfulness of processing that occurred while consent was valid. A new consent request will appear on your next visit.

4. Data Sharing with Advertising Partners

We share certain data with advertising partners for campaign delivery, measurement, and optimization. The following describes our partnerships with the primary advertising platforms:

Google LLC

Data Shared: Cookie identifiers, conversion events (form submissions, account registrations, tournament entries), anonymized behavioral data, and remarketing lists.

Purpose: Ad serving, conversion tracking, campaign optimization, and audience building. Google is an independent data controller for data processed within its own systems. Governed by Google's Privacy Policy: https://policies.google.com/privacy

Meta Platforms, Inc.

Data Shared: Pixel events, conversion data, and custom audience membership.

Purpose: Remarketing on Facebook and Instagram, audience building, and conversion measurement. Meta is an independent data controller for data processed within its own platforms. Governed by Meta's Data Policy: https://www.facebook.com/privacy/policy

Data Protection Standards

We do not sell personal data to third parties. All transfers to Google and Meta operate under Standard Contractual Clauses (SCCs) where applicable, providing appropriate safeguards for personal data. Data is processed for ad targeting and campaign measurement only.

Google and Meta may use this data across their own platforms in accordance with their respective policies and privacy practices. We encourage users to review those policies directly to understand how these platforms process your data.

5. Lead Forms & Contact Requests

When you submit a contact form, request support, or register interest in Shadowplay services, we collect the information you provide. This typically includes your full name, email address, phone number, and message content.

Legal Basis: Consent (GDPR Article 6.1.a) and, where a service relationship exists, performance of a contract (GDPR Article 6.1.b).

Data Retention: Form submission data is retained for up to 2 years from the date of submission, unless a longer period is required by applicable law or our business needs.

Your Rights: You may request deletion of your data at any time by contacting us at [email protected]. A link to this Privacy Policy appears adjacent to every submission button on our site.

Consent Acknowledgment: Submitting a form constitutes acknowledgment of this Privacy Policy and consent to process your data as described.

6. Google Services & Analytics

Shadowplay uses multiple Google services to enhance functionality and measure performance:

Google Analytics 4

Google Analytics 4 collects anonymized usage data, device information, and behavioral signals from visitors. IP anonymization is enabled to protect user privacy. Data retention is set to 14 months. This data helps us understand how users interact with Shadowplay and identify optimization opportunities.

Opt-Out: Users may opt out via the Google Analytics Opt-out Browser Add-on: https://tools.google.com/dlpage/gaoptout

Google Ads Conversion Tracking

Google Ads Conversion Tracking records when a user completes a defined action (form submission, account creation, tournament entry) after clicking one of our ads. This data is used solely for measuring ad campaign performance and return on investment.

Google Remarketing

Google Remarketing allows us to show ads to previous visitors across Google's network. Remarketing lists are not created from sensitive data categories (health, finance, religion, sexual orientation) to comply with advertising policies.

Google Tag Manager

Google Tag Manager deploys tracking tags on our behalf. GTM itself does not collect personal data; it acts as a container for the analytics and conversion tracking tags listed above.

Full Documentation: Google's advertising products are governed by https://policies.google.com/technologies/ads

7. Meta Advertising Services

Shadowplay uses the Meta Pixel to measure the effectiveness of our advertising on Facebook and Instagram.

Data Collected: The pixel may record page views, time spent on site, specific conversion events (form submissions, account registrations), and custom audience membership for retargeting purposes.

Data Protection Commitment: We do not use the Meta Pixel to collect sensitive personal data, nor to target users based on health status, financial situation, religion, political views, sexual orientation, or any other special-category attribute prohibited under Meta's advertising policies.

Data Controller Status: Meta acts as an independent data controller for data collected via its Pixel and processed within its own platform. Refer to Meta's Data Policy: https://www.facebook.com/privacy/policy

Ad Preferences: To manage your ad preferences on Meta platforms, visit: https://www.facebook.com/adpreferences/

8. Prohibited Content Self-Declaration

Shadowplay does not promote, sell, or facilitate access to prohibited product or service categories including but not limited to: weapons, controlled substances, counterfeit goods, unlicensed gambling services, adult content, or services that make misleading health or financial claims. All advertising conducted through Google Ads and Meta Ads complies with the respective platform policies in full. We maintain strict compliance with all relevant advertising regulations and platform guidelines.

9. Landing Page Integrity Statement

The content of Shadowplay accurately represents the products and services advertised. No bait-and-switch practices are employed. The experience delivered to users arriving from paid advertisements is identical to the experience for all other visitors. Cloaking, automatic redirects, and content variation by traffic source are not used on this website. All landing pages and user journeys maintain consistency and transparency.

10. Children's Privacy

Shadowplay is not directed at individuals under the age of 16. We do not knowingly collect personal data from minors without verifiable parental consent. If we discover that data has been collected from a person under 16 without proper authorization, we will delete it promptly.

If you believe we have received data from a minor without parental consent, please contact us immediately at [email protected] with details.

11. International Data Transfers

Personal data collected through Shadowplay may be transferred to and processed in countries outside the European Economic Area, including the United States, where Google LLC and Meta Platforms, Inc. are based.

These transfers are conducted under Standard Contractual Clauses (SCCs) approved by the European Commission, which provide appropriate safeguards for personal data. A copy of the applicable SCCs can be requested by contacting us at [email protected].

12. Your Rights Under GDPR (EEA & UK Users)

If you are located in the European Economic Area or the United Kingdom, you have the following rights regarding your personal data:

Access (Article 15): Request a copy of all data we hold about you in a structured, machine-readable format.
Rectification (Article 16): Correct inaccurate or incomplete data in our systems.
Erasure (Article 17): Request deletion of your data ("right to be forgotten") subject to legal obligations.
Restriction (Article 18): Limit how we process your data in specific circumstances.
Portability (Article 20): Receive your data in a structured, commonly-used, machine-readable format and transmit it to another controller.
Objection (Article 21): Object to processing based on legitimate interest or for direct marketing purposes.
Withdraw Consent (Article 7.3): Revoke consent at any time without penalty. Withdrawal does not affect the lawfulness of processing under the old consent.

How to Exercise Your Rights: To exercise any of these rights, email us at [email protected] with a clear description of your request and any identifying information. We will respond within 30 days (or up to 90 days for complex requests). No fee is required unless your request is manifestly unfounded or excessive.

Supervisory Authority: You also have the right to lodge a complaint with your local data protection authority:

• EU users: https://edpb.europa.eu
• UK users: https://ico.org.uk

13. What Data We Collect

Shadowplay collects the following types of data:

• Full name and email address
• Phone number
• IP address
• Browser type and version
• Device type and operating system
• Cookies and tracking identifiers
• Usage data (pages visited, time on site, click paths)
• Form submission content
• Conversion events (form submissions, account registrations, tournament entries)
• Gaming performance data (match results, rankings, tournament participation)

Data collection is performed automatically via cookies, pixels, and form submissions. You have control over which data is collected through your cookie preferences and account settings.

14. Legal Basis for Processing (GDPR Article 6)

We process your personal data under one of the following legal bases:

Consent (Article 6.1.a): Contact form data, analytics cookies, and marketing cookies are processed with your explicit consent.
Contract Performance (Article 6.1.b): Account registration data and tournament participation data are processed to fulfill the service agreement with you.
Legitimate Interest (Article 6.1.f): Security and fraud prevention, platform optimization, and business analytics are processed based on our legitimate interest in operating a secure and efficient platform.

15. Data Retention Periods

We retain your personal data for the following periods:

• Contact form submissions: 2 years from submission date
• Analytics data (Google Analytics 4): 14 months
• Marketing cookies (Google Ads): Up to 540 days
• Email communications: Duration of relationship plus 1 year
• Server logs: 90 days
• Cookie consent records: 3 years (audit requirement)
• Account data: Duration of account plus 2 years (unless deletion requested)

After the retention period expires, data is securely deleted or anonymized. You may request deletion at any time by contacting [email protected], subject to legal and contractual obligations.