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Last updated: October 2, 2026
Dear User,
This page explains what personal data we hold about you, and how we process, store and protect it, when you play our games or visit our website www.matchupgames.com. In short:
We have tried to write this Privacy Policy so that it is clear and easy to follow. By using our games or other Services, you confirm that you have read it (or, if you are a child, that your parent or guardian has read it on your behalf). If you do not agree with it, please do not use the Services. If you have any questions or need help, contact us at contact@matchupgames.com.
MatchUp Games Ltd, a company registered in the United Kingdom at 23 Hillside Drive, Edgware, Middlesex, Hertfordshire HA8 7PF ('MatchUp Games', 'we', 'us' or 'our'), is the controller of your personal data under the UK General Data Protection Regulation ('UK GDPR') and the Data Protection Act 2018, and, where it applies to you, the EU General Data Protection Regulation ('GDPR'). This means we decide how and why your personal data is processed.
You can reach us by email at contact@matchupgames.com, by phone on (+44) 7724 395489, or by post at Merry Hill Rd, 5 Waterhouse Place, Bushey, England WD23, United Kingdom. Full contact details are in section XV.
| Company | MatchUp Games Ltd |
|---|---|
| Registered office | 23 Hillside Drive, Edgware, Middlesex, Hertfordshire HA8 7PF, United Kingdom |
| Mailing address | Merry Hill Rd, 5 Waterhouse Place, Bushey, England WD23, United Kingdom |
| contact@matchupgames.com | |
| Phone | (+44) 7724 395489 |
| Website | https://www.matchupgames.com |
| Game | Description | Where to get it |
|---|---|---|
| PowerUp Pool | A real-time multiplayer billiards game in which power-ups change ball physics and the rules of each match. Players can sign in with Google or Facebook (optional). | Android: Google Play (app ID com.matchupgames.esports.poweruppool) iOS: App Store (coming soon) |
This document also applies to any other game we publish in the future under the MatchUp Games name. We will add each new game to the list above.
This Privacy Policy covers how we handle your personal data, and any other data that is not personal data, that we obtain from you when you use the Services. It applies to every game we publish, together with the websites and support channels for those games.
'Personal data' means any information about an identified or identifiable living person. A person is identifiable if they can be identified directly or indirectly, for example by a name, an identification number, an online identifier such as a user ID or device ID, or by factors specific to their physical, physiological, genetic, mental, economic, cultural or social identity.
We put your privacy first, and we process your personal data in line with applicable data protection law. We do not process sensitive ('special category') personal data, such as information about racial or ethnic origin, religious beliefs, sexual orientation or health.
We are aware of our obligation to give special protection to personal data obtained from children. Our games carry a content rating of 3+ (PEGI 3 / IARC 3+, and 4+ on the Apple App Store), which describes how suitable their content is. It does not change who may use the Services: our Services are intended for players aged 13 and over, as set out in section 2 of our Terms of Service.
When you use the Services, we may process the following information about you. The same data types are collected in every game we publish. Android and iOS builds use the same modules and collect the same information, except installed apps, which only Android provides. Data collected in our games is encrypted in transit on both platforms.
All personal information you give us must be true, complete and accurate, and you should tell us if it changes.
We use the following data to deliver and measure advertising in our games:
We use the following data for analytics, so we can understand how the games are played and improve them:
The exact purposes for each data type are set out in the tables below.
Account creation in our games uses OAuth. If you choose to sign in to one of our games with a Google account or a Facebook account, we receive your name and user ID from that provider, with your permission. We do not receive your email address, phone number, physical address, friends list, gender or profile photo from the sign-in provider, and we do not access your Gmail, contacts, calendar, Google Drive files or any other data in your Google account. Signing in this way is optional. Our website www.matchupgames.com does not use Sign in with Google and does not access any Google user data.
How we use it. We use your name and Google (or Facebook) user ID only to create your game account, sign you back in to it and show your name in the game. We do not sell Google user data, we do not use it for advertising or marketing, and we do not use it to develop, improve or train generalised artificial intelligence or machine learning models.
How we store and share it. Your name and user ID are stored with your game account in Firebase Authentication and our game database, which are provided by Google (see Trusted Partners). Connections are encrypted in transit. We do not share or transfer Google user data to anyone else, including advertising networks or data brokers, except where the law requires it or as part of a merger or sale of our business described in section XI.
How long we keep it and how to delete it. We keep your name and user ID for as long as your game account exists, and no longer than twenty-four (24) months after your account becomes idle. You can ask us to delete your game account and this data at any time by emailing contact@matchupgames.com or through our data subject access request form. You can also remove our games' access to your Google account at any time at myaccount.google.com/permissions.
MatchUp Games' use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements. We do not buy personal information from data brokers, public databases or marketing partners.
When you visit or use our Services (including our websites), our servers automatically record log and device data, such as your IP address, browser and device characteristics, device and application identification numbers, hardware model, Internet service provider or mobile carrier, operating system and system configuration, language preferences, referring URLs, device name, country, the date and time of your use, pages viewed, features used and error reports (crash dumps). This information does not on its own reveal your identity. We use it mainly to keep the Services secure and working and for internal analytics and reporting. We do not use it to work out your precise or approximate location. We also use cookies and similar technologies (see section X).
If you buy something in a game, the payment is handled by Google Play Billing or Apple App Store payments, under their own rules. We do not collect or store your payment card number, bank account number or card security code. We only receive information about the purchase itself (your purchase history), which we use only for the purposes listed for it in the tables below (analytics, fraud prevention, security and compliance, advertising or marketing, and personalization). Store privacy notices: https://policies.google.com/privacy and https://www.apple.com/legal/privacy/.
Collection of the game data types listed in the tables below is required while you use the game. Contact details you send us are optional and used only to answer you.
This table matches our Google Play Data safety disclosure. Each type is collected and is not shared. 'Not shared' means we do not transfer that data to a third party for the third party's own independent purposes. Trusted Partners that process data only on our instructions are described in section IX.
| Data type | Why we collect it | Handling |
|---|---|---|
| Name | App functionality, personalization, and account management | Collected. Not shared. Stored. Required. |
| User IDs | App functionality, analytics, fraud prevention, security and compliance, advertising or marketing, and account management | Collected. Not shared. Stored. Required. |
| Purchase history | Analytics, fraud prevention, security and compliance, advertising or marketing, and personalization | Collected. Not shared. Stored. Required. |
| Other in-app messages | App functionality, and fraud prevention, security and compliance | Collected. Not shared. Stored. Required. |
| Crash logs | Analytics | Collected. Not shared. Stored. Required. |
| Diagnostics | Analytics | Collected. Not shared. Stored. Required. |
| Other app performance data | Analytics | Collected. Not shared. Stored. Required. |
| App interactions | Analytics | Collected. Not shared. Stored. Required. |
| Installed apps | Advertising or marketing | Collected. Not shared. Processed ephemerally and not stored. Required. |
| Other actions | Analytics, and advertising or marketing | Collected. Not shared. Stored. Required. |
| Device or other IDs | App functionality, analytics, fraud prevention, security and compliance, advertising or marketing, personalization, and account management | Collected. Not shared. Stored. Required. |
In these tables, 'User IDs' means the game user ID we assign to your account. Your Google account ID from Sign in with Google is not used for advertising, marketing or personalization, as described in section IV e.
iOS uses the same modules as Android. The table below shows the same collection in Apple's App Privacy categories, as used for the App Store privacy label. Account management on Android is included in App Functionality. Fraud prevention, security and compliance are Other Purposes.
'Linked to you' means the data is tied to your account or device. 'Used to track you' means the same advertising modules (AdMob, AppLovin and Unity Ads) use that data to deliver or measure ads across apps and websites owned by other companies. On iOS we use it for tracking only if you allow tracking when Apple asks. If you decline, we do not use it for tracking, but we still collect it for the other purposes in the table, such as running the game, analytics and security.
Installed apps are not collected on iOS. Those modules do not receive a list of apps installed on an iPhone or iPad. That row exists only in the Android disclosure, where it is processed ephemerally for advertising or marketing.
| Apple data type | Same as Android | Linked to you | Used to track you | Why we collect it |
|---|---|---|---|---|
| Contact Info — Name | Name | Yes | No | App functionality and product personalization |
| Identifiers — User ID | User IDs | Yes | Yes | App functionality, analytics, third-party advertising, developer's advertising or marketing, and other purposes (fraud prevention, security, and compliance) |
| Purchases — Purchase History | Purchase history | Yes | Yes | Analytics, third-party advertising, developer's advertising or marketing, product personalization, and other purposes (fraud prevention, security, and compliance) |
| User Content — Other User Content | Other in-app messages | Yes | No | App functionality, and other purposes (fraud prevention, security, and compliance) |
| Diagnostics — Crash Data | Crash logs | Yes | No | Analytics |
| Diagnostics — Performance Data | Diagnostics | Yes | No | Analytics |
| Diagnostics — Other Diagnostic Data | Other app performance data | Yes | No | Analytics |
| Usage Data — Product Interaction | App interactions | Yes | No | Analytics |
| Usage Data — Other Usage Data | Other actions | Yes | Yes | Analytics, third-party advertising, and developer's advertising or marketing. This includes other actions in the game and information about ads shown in the game. |
| Identifiers — Device ID | Device or other IDs | Yes | Yes | App functionality, analytics, third-party advertising, developer's advertising or marketing, product personalization, and other purposes (fraud prevention, security, and compliance) |
Our games do not collect:
In Apple's terms, we do not collect: email address, phone number, physical address, other user contact info, health, fitness, payment info, credit info, other financial info, precise location, coarse location, sensitive info, contacts, emails or text messages, photos or videos, audio data, gameplay content, customer support content, browsing history, or search history. Payment card details stay with Apple.
Our main reason for processing your data is to provide the Services you use, which means performing the contract between you and us ('performance of a contract'). We also process data where we have to meet legal obligations, where we have a legitimate interest, or where you have given your consent, as explained below and in sections IV and VII.
Where your data is transferred outside the United Kingdom or the European Economic Area, we do so under the rules described in section IX.
How we store data. Our servers are located in the United Kingdom, the United States and the European Union. Data may also be stored on the servers of our Trusted Partners listed in section IX, where needed. We have put in place appropriate and reasonable technical and organisational measures to protect your personal data against unauthorised or unlawful processing, loss, destruction or damage. Data collected by our games is encrypted in transit.
No electronic transmission over the internet or storage technology can be guaranteed to be 100% secure, so we cannot promise that hackers, cybercriminals or other unauthorised third parties will never be able to defeat our security. Although we do our best to protect your data, you send it to and from the Services at your own risk, and you should only use the Services from a secure environment.
How long we keep data. We keep your personal data only for as long as we need it for the purposes in this Privacy Policy, in particular while we provide the Services to you or give you support. No purpose in this policy requires us to keep your personal data for longer than twenty-four (24) months after your account becomes idle. Installed-app data is never stored: it is processed ephemerally.
In exceptional cases the law may require a longer retention period, for example tax, accounting or other legal requirements. When we no longer need your personal data, we delete or anonymise it. If that is not yet possible (for example because the data sits in backup archives), we store it securely and isolate it from any further processing until it can be deleted.
If you become aware of a security vulnerability in our Services, please tell us at contact@matchupgames.com.
We may use your data for the following purposes. For data collected in our games, we use each data type only for the purposes listed for it in section IV.
We may also use aggregated or anonymised data that does not identify you to run and improve the Services.
Personalising content and advertising may involve profiling, meaning we use the information we hold to tailor what you see. If a decision that produces legal or similarly significant effects for you is ever made solely by automated means, we will tell you, explain the main factors behind it, and give you a simple way to ask for human review.
You can object at any time to the use of your data for personalised advertising. See section X for how to switch off tracking and interest-based ads.
The Services may contain links to, or advertisements from, websites, services or apps run by third parties that are not affiliated with us. Any data those third parties collect is covered by their own privacy policies, not this one, and we are not responsible for their content, privacy or security practices. A link to a third-party service does not mean we endorse it. Please read their privacy policies and contact them directly with any questions.
If you sign in with a Google account or a Facebook account, we do not control, and are not responsible for, how that provider otherwise uses your personal data. We recommend reviewing their privacy notices to understand how they handle your data and how to set your privacy preferences with them.
To build and run the Services we rely on Trusted Partners (service providers). We give them only the minimum information they need to do their work. They process your data on our behalf and on our instructions, as data processors, under contracts designed to protect your personal data. They may not use it for their own independent purposes, may not pass it to anyone else except as needed to perform the services we instruct, must protect it, and must keep it only for the period we instruct. This processing is not 'sharing' under our Google Play Data safety disclosure. On iOS, the advertising modules below still count as 'used to track you' for the types listed in section IV i when you allow tracking. That is Apple's label for delivering and measuring ads. It is the same processing, not a sale of your data.
Our Trusted Partners for the games are:
Where the law requires it, we may have to disclose your data to public authorities, such as the police or other law enforcement bodies.
International transfers. Your personal data may be transferred to, stored and processed outside your country of residence, including outside the United Kingdom and the European Economic Area (EEA), in our facilities and those of our Trusted Partners, including in the United Kingdom, the United States, the European Union and other countries. Those countries may not offer the same level of data protection as your own. When we transfer data in this way, we protect it in line with this Privacy Policy and applicable law, including by using the European Commission's Standard Contractual Clauses for transfers between us and our third-party providers, which require recipients to protect personal data originating from the EEA or UK in line with European data protection law. Copies of our Standard Contractual Clauses, and details of similar safeguards with our service providers and partners, are available on request.
We may use cookies and similar technologies (such as web beacons and pixels) when you interact with the Services. Some of them help keep the Services and your account secure, prevent crashes, fix bugs, save your preferences and support basic site functions. Trusted Partners may also use them for analytics and to deliver advertising on our behalf, using the data types and purposes in section IV. They may not use that data for their own independent purposes. Details of the cookies we use, and how to refuse them, are in our Cookie Notice.
Most web browsers accept cookies by default. You can usually set your browser to remove or reject cookies, although this may affect some features of the Services. You may also opt out of interest-based advertising by advertisers on our Services.
Tracking on iOS. On iPhone and iPad, we only use your data for tracking if you allow it when Apple asks. You can change this at any time in your device's privacy settings.
Google Analytics. Google Analytics for Firebase processes usage data on our behalf to track and analyse use of the Services. To opt out of being tracked by Google Analytics across the Services, visit https://tools.google.com/dlpage/gaoptout. For more about Google's privacy practices, see the Google Privacy & Terms page.
Do-Not-Track. Some browsers and mobile operating systems offer a Do-Not-Track ('DNT') setting. There is no agreed technical standard for recognising DNT signals yet, so we do not currently respond to them. If a standard we must follow is adopted, we will explain our approach in an updated version of this Privacy Policy.
We may be required to disclose your personal data in response to a lawful request from authorised public authorities, or where needed to comply with the law or to exercise or defend our legal rights.
If MatchUp Games is involved in a merger, sale of company assets, financing or acquisition of all or part of our business (or negotiations about one), we may transfer your personal data to the other party involved.
You have the right to object to the processing of your personal data at any time, in particular where we rely on legitimate interests or use your data for direct marketing. To do so, contact us at contact@matchupgames.com. You also have the right to:
The easiest way to use these rights is to submit a data subject access request. You can also email us at contact@matchupgames.com or write to us at Merry Hill Rd, 5 Waterhouse Place, Bushey, England WD23, United Kingdom. We will consider and act on every request in line with applicable data protection law.
Your account. To review or change your account information, or to close your account, you can update it in your account settings or contact us. You can also ask us to delete your account and the data linked to it. When you ask us to close your account, we will deactivate or delete it and your information from our active databases, although we may keep some information to prevent fraud, troubleshoot problems, help with investigations, enforce our legal terms or comply with legal requirements.
If you have any questions or concerns about how we process and protect your personal data, please get in touch and we will do our best to resolve them. If you are not satisfied with our response, you can complain to the UK supervisory authority, the Information Commissioner's Office (ICO), at https://ico.org.uk. If you are in the EEA, you can also contact your local data protection authority. If you are in Switzerland, you may contact the Federal Data Protection and Information Commissioner. Depending on where you live, you may have similar rights under local law (for example in Canada); you can use them in the same way.
This section adds to the rest of this Privacy Policy to meet the requirements of the California Consumer Privacy Act (CCPA), as amended, and similar US state privacy laws (including those of Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah and Virginia). It applies to users who live in those states.
The following information is set out elsewhere in this policy:
The table below shows the categories of personal information we have collected in the past twelve (12) months. The examples are illustrative; for a complete list of what we process, see section IV.
| Category | Examples | Collected |
|---|---|---|
| A. Identifiers | Contact details, such as real name, alias, postal address, telephone or mobile contact number, unique personal identifier, online identifier, Internet Protocol address, email address, and account name | YES |
| B. Personal information as defined in the California Customer Records statute | Name, contact information, education, employment, employment history, and financial information | NO |
| C. Protected classification characteristics under state or federal law | Gender, age, date of birth, race and ethnicity, national origin, marital status, and other demographic data | NO |
| D. Commercial information | Transaction information, purchase history, financial details, and payment information | YES |
| E. Biometric information | Fingerprints and voiceprints | NO |
| F. Internet or other similar network activity | Browsing history, search history, online behaviour, interest data, and interactions with our and other websites, applications, systems, and advertisements | YES |
| G. Geolocation data | Device location | NO |
| H. Audio, electronic, sensory, or similar information | Images and audio, video or call recordings created in connection with our business activities | NO |
| I. Professional or employment-related information | Business contact details in order to provide you our Services at a business level or job title, work history, and professional qualifications if you apply for a job with us | NO |
| J. Education information | Student records and directory information | NO |
| K. Inferences drawn from collected personal information | Inferences drawn from any of the collected personal information listed above to create a profile or summary about, for example, an individual's preferences and characteristics | YES |
| L. Sensitive personal information | NO |
We may also collect other personal information outside these categories when you interact with us in person, online, or by phone or mail, in the context of receiving help through our customer support channels, taking part in customer surveys or contests, and when we deliver our Services and respond to your enquiries.
We use and keep categories A, D, F and K for as long as you have an account with us, and as described in section VI.
We do not sell personal information for money. However, our games show ads through our advertising Trusted Partners (AdMob, AppLovin and Unity Ads, see section IX), which use advertising identifiers and related data to deliver and measure ads. Under the California Consumer Privacy Act (CCPA) and similar US state laws, this may count as 'sharing' personal information for cross-context behavioural advertising, or as a 'sale'. In the preceding twelve (12) months, the categories of personal information involved were: A. Identifiers (device and advertising IDs and the game user ID, but never your Google account ID); D. Commercial information (purchase history); F. Internet or other electronic network activity information (app interactions); K. Inferences drawn from collected personal information. On iOS, this only happens if you allow tracking (see section IV i).
We also disclose these categories to our other Trusted Partners for a business purpose, under written contracts that limit their use of the data to providing services to us. Using personal information for our own business purposes, such as internal research for technological development, is not a 'sale'.
You can opt out of the sale or sharing of your personal information on our Privacy Choices page (also linked as 'Do Not Sell or Share My Personal Information' at the bottom of every page of our website), by submitting a request as described below, or by turning off ad personalisation in your device settings. We do not knowingly sell or share the personal information of consumers under 16 years of age without their affirmative authorisation (or, for consumers under 13, the authorisation of a parent or guardian).
Under applicable US state privacy laws you may have the right to:
To exercise these rights, submit a data subject access request, email us at contact@matchupgames.com, or use the contact details in section XV. We will need to verify your identity, and will only use the information you provide for that purpose; if needed, we may ask for more information to verify your identity and for security or fraud-prevention purposes.
You can appoint an authorised agent to make a request for you. The agent must provide written, signed permission from you, and we may need to verify your identity before acting on the request. We may refuse a request from an agent who cannot prove they are authorised.
Appeals. If we decline to act on your request, you may appeal by emailing contact@matchupgames.com. We will tell you in writing what action we have or have not taken and why. If your appeal is refused, you may complain to your state attorney general.
California 'Shine The Light' law. California Civil Code Section 1798.83 lets California residents ask us, once a year and free of charge, for information about any categories of personal information we disclosed to third parties for direct marketing purposes in the previous calendar year, and the names and addresses of those third parties. To make a request, write to us using the details in section XV. California law also requires us to say how we respond to browser DNT signals; see section X.
We may change this Privacy Policy when needed, in particular for legal reasons or because of changes to the Services. When we do, we will publish the updated text on this page with a new 'Last updated' date at the top. If the changes are material, we may also tell you by posting a prominent notice or by sending you a notification. Please review this Privacy Policy regularly.
If you do not accept the changes, please stop using the Services and contact us if you would like your account and data deleted.
If you have any questions about this Privacy Policy or how we handle your personal data, or you want to exercise your rights, please contact us:
MatchUp Games Ltd
Registered in the United Kingdom at 23 Hillside Drive, Edgware, Middlesex, Hertfordshire HA8 7PF
Mailing address: Merry Hill Rd, 5 Waterhouse Place, Bushey, England WD23, United Kingdom
Phone: (+44) 7724 395489
Email: contact@matchupgames.com
Website: https://www.matchupgames.com
To request access to, correction of, or deletion of your personal data, you can also submit a data subject access request.