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:

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:

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:
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.

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:

4. DISCLOSURE OF YOUR PERSONAL DATA

We may disclose personal data to the following types of third parties and in the below-mentioned circumstances.

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:
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.

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.