Privacy Policy
Last updated: 27 July 2026
01Who we are
Amoeba Sports UK Ltd builds and runs free-to-play games for sports leagues, broadcasters and brands. We are a company registered in England and Wales, company number [TBC], registered with the Information Commissioner's Office under number [TBC].
We are the controller for the data described in this policy. Our parent company is Amoeba Studio, Inc., a Delaware corporation.
This policy covers two different situations. Visiting this website, and playing a game we built. Different data, different rules, and the tables below make clear which applies to you.
If you're playing a game with a league, broadcaster or brand's branding on it, we probably built it. Two separate things happen. We run the game on our client's behalf, and they decide what happens to that data under their own privacy policy. Separately, we keep our own copy and use it for our own purposes. This policy covers our copy.
02What we collect
We use the following names for data throughout this policy.
| Data | What it means |
|---|---|
| DataContact Data | What it meansName, email address, phone number, employer. |
| DataAccount Data | What it meansUsername, avatar, date of birth, country, postcode or ZIP. |
| DataFan Data | What it meansTeams and competitions you follow, predictions, picks, entries and scores. |
| DataDevice Data | What it meansIP address, device and browser information, device identifiers. |
| DataUsage Data | What it meansSessions, screens viewed and actions taken. |
| DataEnquiry Data | What it meansThe content of messages you send us. |
| If you are | We collect |
|---|---|
| If you areA visitor to this website | We collectUsage Data and Device Data, but only if you accept cookies. If you decline, nothing is collected and our analytics tool never loads. |
| If you areSomeone who contacts us | We collectContact Data and Enquiry Data. |
| If you areA business contact at a league, broadcaster or brand | We collectContact Data. |
| If you areA player of a game we built | We collectAccount Data, Fan Data, Device Data and Usage Data. |
We do not collect Contact Data or Enquiry Data through the games, and we never add website visitor data to the player dataset described below.
03How we use it
| What we do | Data used | Our legal basis |
|---|---|---|
| What we doRun and support a game on behalf of our client | Data usedAccount Data, Fan Data, Device Data, Usage Data | Our legal basisOur contract with the client. They decide what happens to this data |
| What we doKeep our own copy of player data and combine it with players of our other games, to build a picture of sports audiences | Data usedAccount Data, Fan Data, Device Data, Usage Data | Our legal basisYour consent, given when you registered |
| What we doUse that picture for our own marketing and advertising, to measure how campaigns perform, and to build audience products we offer to other Amoeba companies and their customers | Data usedAccount Data, Fan Data, Device Data, Usage Data | Our legal basisYour consent, which you can withdraw at any time |
| What we doUnderstand how this website is used | Data usedUsage Data, Device Data | Our legal basisYour consent, given through the cookie banner |
| What we doKeep our services working and secure, and detect abuse | Data usedDevice Data | Our legal basisOur legitimate interest in protecting our systems |
| What we doReply to your enquiry | Data usedContact Data, Enquiry Data | Our legal basisOur legitimate interest in responding to you |
| What we doContact people at organizations we want to work with | Data usedContact Data | Our legal basisOur legitimate interest in running a business. Tell us to stop and we will |
| What we doMeet a legal or regulatory obligation | Data usedAny of the above | Our legal basisLegal obligation |
We will never use your data for betting or gambling, and we will never pass it to a bookmaker or anyone supplying one. This holds even if Amoeba is sold. No other company in our industry can make that promise, because most of them own a betting business.
We do not sell data collected through this website, and website data is never used for advertising.
05Players under 18
Every game asks your date of birth when you register.
If you are under 18, your data is used only to run the game you're playing. It never enters the dataset described above, it is never used for advertising, and it is never shared with an advertising partner.
Games with prizes are 18 and over. Under 13s cannot register on games in the United States.
06How long we keep it
| Data | How long |
|---|---|
| DataWebsite Usage Data and Device Data | How long12 months |
| DataContact Data and Enquiry Data from an enquiry | How long24 months after your last contact with us |
| DataContact Data for business contacts | How longUntil you ask us to stop |
| DataPlayer data held for our own purposes | How long24 months after you last play, then aggregate numbers only |
| DataPlayer data held on behalf of a client | How longAs set by our contract with them, and deleted within 30 days of that contract ending |
We may keep data longer where we need it to deal with a complaint or a legal claim.
07Sending data abroad
We are based in the UK. Our parent company is in the United States, and some of our suppliers are too.
Where we send data outside the UK or the European Economic Area, we rely on either a government decision that the destination country protects data properly, or standard contractual terms approved for use in the UK and the EU.
You can ask us which applies to a particular transfer.
08Your rights and choices
You can ask us to give you a copy of what we hold, correct it, delete it, stop using it, send it somewhere else, or restrict how we use it. You can withdraw consent at any time.
To opt out of advertising uses of your data, email privacy@amoebasports.com with "Advertising opt-out" in the subject line.
We automatically respect Global Privacy Control and equivalent browser signals.
Email privacy@amoebasports.com to make any request. We may need to confirm your identity first. We respond within one month, and will tell you if we need longer.
09US state privacy rights
If you live in California, Colorado, Connecticut, Oregon, Texas, Virginia or another state with a privacy law, you may also have the right to opt out of the sale or sharing of your personal information and of targeted advertising, and to appeal if we turn down a request.
Where our use of player data counts as selling or sharing under those laws, you can opt out using the same address above. Email privacy@amoebasports.com with "Privacy appeal" in the subject line to appeal a decision.
We do not sell or share the personal information of anyone under 18.
10Complaints
Email privacy@amoebasports.com with as much detail as you can. We will investigate and respond in writing within one month.
If you are not satisfied, you can complain to the Information Commissioner's Office at ico.org.uk/make-a-complaint, or to the supervisory authority where you live if you are in the EEA.
11Contact
Amoeba Sports UK Ltd is registered in England and Wales. If you need a postal address, ask us by email and we'll provide one.
We may change this policy. The date at the top shows when it last changed, and we will make significant changes clear.