Privacy Policy

1. Introduction

Life is a Game Ltd ("Company", "we", "us", or "our") is committed to protecting your privacy. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our websites, mobile applications, and services (collectively, the "Services").

Please read this policy carefully. By using our Services, you consent to the practices described in this Privacy Policy.

2. Who We Are

Life is a Game Ltd is a company registered in England and Wales. We are the data controller responsible for your personal data. For any privacy-related enquiries, you can reach us at ryan@lifeisagame.ai.

3. Information We Collect

Information You Provide

• Account information: Name, email address, and password when you create an account.
• Profile data: Any optional profile information you choose to provide.
• User content: Journal entries, responses, goals, progress data, and other content you create within our apps.
• Communications: Messages you send to us via email or in-app support.
• Marketing communications: During registration, you may opt in to receive tips and updates via email. You can change this preference at any time by contacting us at ryan@lifeisagame.ai. We also collect email addresses submitted through our website newsletter forms. Marketing email data is retained until you unsubscribe or request deletion.
• Purchase and subscription data: When you subscribe to a premium plan, we store your subscription tier, transaction identifiers, purchase date, expiry date, and renewal status. Payment processing is handled entirely by Apple; we do not collect or store your payment card details.

Information Collected Automatically

• Device information: Device type, operating system, unique device identifiers, and browser type.
• Usage data: Pages visited, features used, time spent in the app, interaction patterns, and crash reports. We use a custom in-app analytics system to track events such as account creation, ladder creation, step completion, and subscription activity. This data is associated with your user account and is used solely to improve the app experience.
• Advertising identifiers: your device's advertising identifier (IDFA), but only where you have given permission through your device's tracking settings, together with identifiers generated by our advertising partners' software.
• Log data: IP address, access times, and referring URLs.
• Push notification tokens: If you grant notification permissions, we collect your device push token to send you reminders, progress nudges, and important updates. You can disable notifications at any time through your device settings or in-app preferences.
• Cookies and similar technologies: See our Cookie Policy for details.

Sensitive Data

Some of our apps involve mental health and wellness topics. While we may process data related to your mental health goals and progress (e.g., fears you want to overcome, mood logs), we treat this data with the highest level of care. We never sell this data, and we minimise collection to only what is necessary to provide the Services.

4. How We Use Your Information

We use the information we collect to:

• Provide, maintain, and improve our Services.
• Create and manage your account.
• Personalise your experience within our apps.
• Track your progress and provide relevant content and recommendations.
• Send you important updates, security alerts, and support messages.
• Send marketing communications (only with your consent, and you can opt out at any time).
• Analyse usage trends to improve our products.
• Detect and prevent fraud, abuse, or technical issues.
• Comply with legal obligations.

5. Legal Basis for Processing (UK GDPR)

We process your personal data on the following legal bases:

• Contract: Processing necessary to perform our agreement with you (providing the Services).
• Consent: Where you have given explicit consent (e.g., marketing emails, processing sensitive health-related data).
• Consent, for advertising measurement. Where we share data with our advertising partners for tracking and ad measurement, we rely on the consent which you give through the App Tracking Transparency prompt shown when you first open the app. You can withdraw this consent at any time (see Section 9: Your Rights). Withdrawing it does not affect the lawfulness of processing carried out before you withdrew it.
• Legitimate interests: Processing necessary for our legitimate business interests (e.g., product improvement, security), provided these do not override your rights.
• Legal obligation: Processing necessary to comply with applicable laws.

6. Sharing Your Information

We do not sell your personal data. We may share your information with:

• Service providers: Trusted third parties who help us operate our Services (e.g., cloud hosting, analytics, email delivery). These providers are contractually obligated to protect your data and use it only for the purposes we specify.
• Advertising partners. We work with Meta Platforms, Inc. and TikTok Technology Limited to measure the effectiveness of our advertising campaigns and understand which advertisements bring people to the app. We share app events (such as registering an account, viewing our subscription options, starting a free trial, subscribing, and progress milestones within the app), your device advertising identifier where you have permitted tracking, and your email address and user ID in hashed (pseudonymised) form so that these partners can match your activity to an advertisement you saw. We do not share your goals, ladders, journal entries or any free-text you write in the app. Both partners process this data in the United States.
• AI service providers: To generate personalised exposure steps and recommendations, we send limited user content (such as fear descriptions and ladder names) to third-party AI providers, including Anthropic (Claude). This data is sent solely to generate responses within the app and is not used to train their models. These providers process data under their respective data processing agreements and do not retain your content beyond the immediate request.
• App stores: Apple and Google for subscription management and payment processing.
• Legal requirements: When required by law, regulation, legal process, or governmental request.
• Business transfers: In connection with a merger, acquisition, or sale of assets, your data may be transferred as part of the transaction.

7. Data Retention

We retain your personal data for as long as your account is active or as needed to provide you with the Services. When you delete your account, we will delete or anonymise your personal data within 30 days, except where we are required to retain it for legal, regulatory, or legitimate business purposes.

You can request account deletion by emailing ryan@lifeisagame.ai. We are also working to add an in-app account deletion option. Upon receiving a deletion request, we will delete or anonymise all personal data associated with your account within 30 days, except where retention is required by law.

8. Data Security

We implement appropriate technical and organisational measures to protect your personal data, including encryption in transit and at rest, access controls, and regular security assessments. However, no method of transmission over the Internet or electronic storage is 100% secure, and we cannot guarantee absolute security.

9. Your Rights

Under UK GDPR, you have the right to:

• Access: Request a copy of the personal data we hold about you.
• Rectification: Request correction of inaccurate or incomplete data.
• Erasure: Request deletion of your personal data ("right to be forgotten").
• Restriction: Request restriction of processing in certain circumstances.
• Data portability: Request your data in a structured, machine-readable format.
• Objection: Object to processing based on legitimate interests or for direct marketing.
• Withdraw consent: Withdraw consent at any time where processing is based on consent.

To exercise any of these rights, contact us at ryan@lifeisagame.ai. We will respond within one month.

Withdrawing advertising consent. You can stop us sharing your data with our advertising partners for tracking at any time by turning off 'Allow Apps to Request to Track' for this app in your device settings (on iOS: Settings > Privacy & Security > Tracking). This takes effect immediately for future activity.

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

10. Children's Privacy

Our Services are not intended for individuals under the age of 16. We do not knowingly collect personal data from children under 16. If we become aware that we have collected data from a child under 16 without appropriate parental consent, we will take steps to delete that information promptly.

11. International Transfers

Your data may be transferred to and processed in countries outside the United Kingdom. Where this occurs, we ensure appropriate safeguards are in place (such as Standard Contractual Clauses or adequacy decisions) to protect your data in accordance with UK GDPR.

Our advertising partners, Meta Platforms, Inc. and TikTok Technology Limited, process data in the United States. These transfers are protected by the UK International Data Transfer Addendum to the EU Standard Contractual Clauses.

12. Cookies

We use cookies and similar tracking technologies on our website. For full details on the cookies we use and how to manage your preferences, please see our Cookie Policy.

13. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of material changes by posting the updated policy on our website and updating the "Last updated" date. Your continued use of the Services after changes are posted constitutes acceptance of the updated policy.

14. Contact Us

If you have any questions about this Privacy Policy or our data practices, please contact us: