Privacy Policy
Effective Date: May 09, 2025
1. INTRO
We, Umi (UMILIFE (SINGAPORE) PTE LTD), are a technology company that designs, develops and operates mobile games.
With this Privacy Policy, we explain how and why we collect, store, use, disclose and otherwise process personal
data that we collect via our website, online advertisements and mobile games (collectively, our
"Services"). This Privacy Policy does not apply to any other data we collect, such as data we collect
offline, from job applicants, or from employees.
If you have concerns about providing data to us or it being used as described in this Privacy
Policy, please see Section 6 (Control Over Your Information) and Section 7 (Requests to Exercise Privacy Rights)
of this Privacy Policy, or contact our Data Protection Officer at service@umi.game.
2. WHAT TYPES OF PERSONAL DATA WE COLLECT AND HOW WE COLLECT IT
Personal Data Collected Directly from You
We may collect the following types of personal data from you depending on how you use our
Services and where you are located:
- Contact Information, including your country or region, name, surname, e-mail address or username.
- User Generated Content, including any files, documents, videos, images, data, or information you
choose to upload or transmit through your communications with us or your use of our Services.
-
Profile and Gameplay Information, such as your screen name, avatar or profile picture; your in-game
progress, scores, achievements and
payments (including what you paid for, when and for how much); the competitions you enter; details about how
and when you use our Services; and information about your membership and participation in teams on our
Services, including messages you send in your team forum.
- Survey Information, including feedback and ratings you provide relating to our Services.
- Inferences, such as information generated from your use of our Services, reflecting predictions about
your interests and preferences.
- Parental Information, including your parent’s e-mail address and PIN to be created, only if you
activate parental control setting in our Services.
Information We Collect Automatically
Depending on which of our Services you interact with and your location, we may automatically collect and process
the following types of personal data:
- Analytics Data, including a user ID that is associated with details about how you use and interact
with our games, advertising and other Services; event and conversion data about how and when you use our
Services; information about the device you use to access our Services; your Internet Protocol (“IP”)
address;
browsing history and interactions with our website; operating system and version; internet browser type and
version and other details regarding the performance of our Services on your device, including crash logs and
diagnostic information (such as battery life, loading time, latency, framerate, or other technical
diagnostics);
- Device Data, including your persistent and non-persistent unique device IDs, Identifier For
Advertisers (“IDFA”) on iOS, Google Advertising ID on Android, Identifier for Vendor (“IDFV”) on
iOS, App Set ID on Android, and game center ID;
-
Location Data, including your location based on your Internet Protocol ("IP") address; and
- Commercial Information, such as products and services paid for, obtained, or considered, or other
consuming histories or tendencies;
Personal Data Collected from Third Parties
Most of the personal data that we collect about you comes directly from you when you play our games or interact
with our Services. However, we may also collect personal data from third parties in the following circumstances:
- Social Media: When you interact with our Services through various social media networks, such as when
you "Like" our official page on Facebook or follow us, or share our official page’s content on Google,
Facebook, X, or other social networks, we may receive some information about you. The data we receive depends
on your privacy settings with the social network and may include name, profile picture and friends list. You
should always review and, if necessary, adjust your privacy settings on third-party websites, social media
networks, and services before making your personal data publicly available and/or linking or connecting your
account on one service to other services.
- App Marketplaces: When you download our mobile applications or make in-app payments through the Apple
App Store, Google Play or other app marketplaces, we receive personal data about your device, account and
payments. We do not receive access to your credit card or bank account data when you make in-app payments
through these app marketplaces. The personal data we receive from these third-party companies will depend on
your privacy settings with them.
- Information we receive from authentication services you connect to our Service: Some parts of our
Services may allow you to log in through a third-party social network or authentication service, such as
Facebook, Google and Apple. These services will authenticate your identity and provide you the option to share
certain personal data with us, which could include your name, email address and user ID associated with the
third party, profile picture, and, in the case of Facebook, the names and avatars of your Facebook friends who
are already playing our games. The data we receive is dependent on that third party's policies and your
privacy settings on that third-party site. Where available, you will also be able to see which of your friends
are playing the same game and their progress through the games (and they will be able to see you and your
progress) or access other functionality we make available in our games and other Services, such as inviting
friends to play. You can choose not to allow us to access your email address in the Facebook dialog box you
see the first time you associate your Facebook account with your Dream Games profile.
Logging in with Facebook will not allow us to post anything to your page without your permission, and we will not
receive any information about your Facebook friends who do not play our games. If you do not wish your Facebook
friends to be able to see your progress in our games, you can prevent this by disconnecting your Facebook account
from our games and updating your app permissions from within your Facebook settings. If you choose not to connect
your Dream Games profile to your Facebook, Google or Apple account, the personal data that we collect when you
play our games will be linked to a randomly generated user ID rather than information that could identify you
directly, but we will collect device-level identifiers and other information associated with those identifiers
described above. We recommend that you read
Facebook's Privacy Policy and review your privacy settings from time to time to ensure that you
understand fully how your Facebook data is shared.
- Other Sources: We may also collect personal data from publicly available sources, third parties who
obtain your prior consent to send us your personal data, or through transactions such as mergers and
acquisitions.
3. PURPOSES FOR PROCESSING YOUR PERSONAL DATA
We may use your personal data for the following purposes, depending on how you interact with our Services and your
location:
- to enable us to personalise your in-game profile, provide our games (including the social elements of our
games, such as team play and competitions), to ensure that the services you have paid for are activated in the
games, and to provide you with player support if you need it;
- to enable us to optimize our games for you and for the device that you are using, as well as to deliver
customized in-game events, offers and promotions;
- to manage our organization and its day-to-day operations;
- to verify your identity and entitlement to products or Services when you contact us or access our Services;
- to request your participation in our surveys about our organization, organizations we partner with, and our
Services;
- to help maintain the safety, security and integrity of our property and Services, technology assets and
business;
- to operate, improve and optimize our games and other Services;
- to personalize our Services, understand our users and their preferences to enhance user experience and
enjoyment using our Services and improve our users' experience;
- to provide access to certain areas, functionalities and features of our Services, including social features
and multiplayer competitions;
- to communicate with you regarding Services-related information, including confirmations, technical notices,
updates, security alerts and support and administrative messages;
- to enable players to communicate with each other in games or on our social media accounts;
- to respond to your comments and inquiries and provide customer support services;
- to prevent potentially prohibited or illegal activities, including cheating or fraud and to protect our
players;
- to measure interest in our Services;
- to ensure internal quality control;
- to enable us to comply with laws that apply to us, to prevent fraud, to ensure compliance with our Terms of
Service or, where necessary, to defend, exercise or establish our legal rights, including our rights under
our terms of service;
- to activate, verify and give effect to parental control settings;
- to comply with contractual and legal obligations and requirements;
- to provide support through our customer service channels when requested;
- to conduct internal research and analytics;
- to evaluate and enter into a reorganization, restructuring, merger, acquisition, or whole or partial sale or
transfer of our business or assets ("Business Transaction"), and
- to engage in the marketing activities described in this Privacy Policy.
4. DISCLOSURE OF YOUR PERSONAL DATA
We may disclose personal data to the following types of third parties and in the below-mentioned circumstances.
-
Other Users in Your Online Community: If you participate in any of our online communities or send a
virtual gift of virtual items to other users on our Services, we may disclose your public profile information
to other online community members, including your screen name, profile picture or avatar, your in-game scores
and achievements, the gifted items, and any other information you choose to provide or make public.
- Contests, Sweepstakes, and Survey Providers: We may disclose personal data to third parties who
assist us in delivering our contests, sweepstakes, or survey offerings and processing the responses.
- Service Providers: We may disclose your personal data to our service providers. The types of service
providers (data processors) to whom we entrust personal data include companies that (i) provide us with IT and
related services; (ii) assist us with customer service activities; (iii) provide analytics and search engine
services that assist us in the improvement and optimization of our Services; and (iv) provide any supporting
activities in connection with our Services. We have executed appropriate contracts with the service providers
that prohibit them from using or sharing personal data except as necessary to perform the contracted services
on our behalf or to comply with applicable legal requirements.
-
Disclosures to Protect Our Rights, Your Rights or the Rights of Others (e.g., as Required by Law and
Similar Disclosures): We may access, preserve, and disclose your personal data to third parties, such as
legal advisors and law enforcement authorities, if we believe doing so is required or appropriate:
(i) to comply with law enforcement or national security requests and legal processes, such as a court order
or subpoena;
(ii) to respond to your requests;
(iii) to protect your, our or others' rights, property or safety;
(iv) to enforce our policies or contracts;
(v) to collect amounts owed to us;
(vi) when we believe disclosure is necessary or appropriate to prevent physical harm or financial loss or
in connection with an investigation or prosecution of suspected or actual illegal activity;
(vii) in connection with the establishment, exercise, or defense of legal claims; or
(viii) if we, in good faith, believe that disclosure is otherwise necessary or advisable.
- Ad Networks and Advertising Partners: We work with third-party ad networks and advertising partners
to deliver advertising and personalized content on websites and services that we do not operate, and across
other devices. These parties may collect information directly from a browser or device when an individual
visits our Services through cookies or other data collection technologies. This information is used to provide
and inform our targeted advertising, as well as to provide advertising-related services such as reporting,
attribution, analytics and market research. Please see Section 5 (Targeted Advertising) below for more
information. Where permitted by applicable laws, we may also disclose personal data to our advertising
partners to help them send you information that we believe will be of interest to you.
- With Your Consent: We may disclose personal data about an individual to certain other third parties
or publicly with their consent or direction. For example, with an individual's consent or direction, we may
post their testimonial on our websites or other Services.
- Sale of Assets and Change of Control: We may disclose personal data to potential acquirers of our
business assets and their representatives for the purposes of evaluating and entering into Business
Transactions.
5. TARGETED ADVERTISING
We rely on third-party advertising networks and other advertising technology providers (“
AdTech Providers”)
to serve targeted online ads at users of other companies’ websites, games and online services. These ads are
targeted at users that we or our AdTech Providers believe would be interested in our Services. To enable these
targeted ads, we may disclose the following types of personal data about players of our mobile games and viewers
of our ads to our AdTech Providers:
- Identifier For Advertisers (IDFA) and Google Advertising ID
- IP address
- What Services of ours they have used
- Date and time of when they used our Services
- Inferred interests
Our AdTech Providers use this information to make the online ads users see more relevant to their interests and
provide advertising-related services such as reporting, attribution, analytics and market research. Our AdTech
Providers combine the personal data that we disclose to them with data they may have collected about the same
individuals elsewhere, such as when those individuals use other websites and online services that rely on the same
AdTech Providers. This Privacy Policy does not apply to the collection and use of your personal data by our AdTech
Providers. We recommend that you review our AdTech Providers’ privacy policies for more information.
6. CONTROL OVER YOUR INFORMATION
There are a variety of ways in which you can control how our Services process your personal data.
- Delete or Reset our Services: If you delete our games from your mobile device, we will no longer
collect personal data via our games on your mobile device and any data associated with our Services that is
stored on your device (which may include your game progress) may be deleted. However, we may still process any
personal data we collected from you before you deleted our games from your mobile device. You can also reset
your mobile advertising identifier using your phone, in which case you will appear to us and our advertising
partners as a new user that is not associated with any prior activity or data.
- Deactivate Your Account: Should you wish to deactivate your account completely, you can disassociate
your Facebook account from our mobile games and delete our games from your mobile devices. Please note that if
you completely deactivate your account, all your progress in our games and any unspent virtual items will be
lost, and we may not be able to restore them in the future. We may still process personal data we collected
from you before you deactivated your account.
- Change our Services’ Access to Your Device Information: You may control our Services' access to your
device information through your "Settings" app on your device. For instance, you can withdraw permission for
our Services to access your network devices and location data and to integrate with your other applications.
-
Deactivate Push Notifications: If you activate our push notifications at the level of your device, we
may occasionally send you push notifications through our mobile applications with game updates, high scores
and other notices that may be of interest to you. You may at any time opt-out from receiving these types of
communications by changing the relevant settings on your mobile device.
- Submit a Request to Exercise Privacy Rights:You may have privacy rights under the laws that apply to
you or us. Please see the following section for more information about how to submit a request to exercise
privacy rights you may have.
7. REQUESTS TO EXERCISE PRIVACY RIGHTS
Depending on the privacy laws that apply to our use of your personal data, you may have some or all of the
following privacy rights:
To submit a request to exercise your privacy rights, you can contact us by any method described in the Contact Us
section below. In your request, please describe what rights you are exercising and how you would like us to
assist. We may need to request specific information from you to help us verify your identity and that you have the
right to request what your are requesting. These are security measures to ensure that we do not disclose personal
data to any person who has no right to receive it, or otherwise process the data in unauthorized ways. We may also
contact you to ask for further information about your request to clarify the scope of your request and speed up
our response. We will respond to requests to exercise privacy rights according to applicable laws.
8. CHILDREN
We do not intend to or knowingly collect personal data from children 12 and under. If a child
12 or under has provided personal data to us, we encourage the child's parent or guardian to contact us to request
that we remove the personal data from our systems. If you believe that we might have any information from or about
children, please contact us.
If you are above the age of 12 but under the age of 18 (or the age of majority in your
jurisdiction, if this is higher than 18), you must ask your parent or legal guardian to read this Privacy Policy
because you are not allowed to use our Services without the permission of your parent or legal guardian. Parents
can enable or disable chat, in-app payments, and certain other features through the parental control setting under
“Settings” menu. Once parental controls are activated, these features cannot be changed without a pre-set
password. If we learn that a user has not yet reached the age of majority, we may change how we use their personal
data to comply with applicable laws.
9. SECURITY
We maintain physical, technical, electronic and procedural measures intended to protect personal data from
unauthorized processing, including firewalls, data encryption technologies, internal data security protocols and
data protection and processing agreements with organizations that receive your personal data from us. However, no
server, computer or communications network or system, or data transmission over the internet can be guaranteed to
be 100% secure. As a result, while we strive to protect your personal data, we cannot ensure or warrant the
security of any personal data you transmit to us or through our Services.
10. THIRD-PARTY WEBSITES
Our Services may include links to third-party websites, plug-ins and applications. Except where we post, link to
or expressly adopt or refer to this Privacy Policy, this Privacy Policy does not apply to, and we are not
responsible for, any personal data practices of third-party websites and online services or the practices of other
third parties. To learn about the personal data practices of third parties, please visit their respective privacy
policies.
11. RETENTION
We retain your personal data only as necessary for the purposes for which the personal data is processed or for
legal requirements. The length of time for which we retain personal data depends on the purposes for which we
collect and use it and how long we need to retain it to comply with applicable laws (including for the purpose of
satisfying any legal, regulatory, tax, accounting or reporting requirements), to establish, exercise or defend our
legal rights, or to make the data available to judges and courts or the competent public authorities. Once the
personal data is no longer necessary for the purposes for which we collected it, we will delete it.
12. CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time, and we will post the updated Privacy Policy on this page.
When we make changes to this Privacy Policy, we will change the date at the beginning of this Privacy Policy. If
we make material changes to this Privacy Policy, we will notify individuals by email to their registered email
address, by prominent posting on our Services, or through other appropriate communication channels. Any new policy
will be effective from the date it is published by us.
13. CONTACT US
If you have any questions about our privacy practices, personal data processing activities, or would like to
exercise your rights under privacy laws, you may contact us at
service@umi.game.
Address: 164 KALLANG WAY, #08-01, SOLARIS @ KALLANG 164, Singapore.