Privacy Policy


GenGame Ltd and its affiliates ("GenGame", "us", "our" or "we") are committed to protecting the privacy rights of our users ("users" or "you"). This Privacy Policy (the "Policy") describes the ways we collect and manage and use data that you provide or that we collect through our websites, including and (the "Sites") or any of our mobile games or apps (collectively, the "Service").
The scope of this Policy is limited to information collected or received by us through your use of the Service.
By using the Service, you are expressing your agreement to this Policy and the processing of your data, including your personal information, and energy data, in the manner provided in this Policy. If you do not agree to these terms, please do not use the Service.
For the purposes of Data Protection, and the General Data Protection Regulation, the Data Controller is GenGame Ltd, compnay number 08680450.
If you have concerns about our privacy policy or practices, or have any questions, please contact us at

Collection of Data and Use

We collect data as described below. Our primary goal in collecting and using information is to create your account, provide Services to you, improve our Service, contact you, and conduct research for our trials. We store information on servers located in the Ireland via Microsoft Azure and may store information on equipment in the UK.


While you are browsing our Websites, your computer's operating system, Internet Protocol (IP) address, access times, browser type and language and referring Web site addresses may be logged automatically.
We may use this information to monitor, develop and analyze your use of the Service. In addition, we may collect your email address, and if you choose to provide it, may contact you to enquire notify you about company news and promotions, or follow up to your questions.

Mobile apps/games

Automatically collected information

When you use any of our mobile applications on a mobile device, we may collect and record certain information such as your unique device ID, hardware type, ("MAC") address, international mobile equipment identity ("IMEI"), the version of your operating system ("OS"), your device name, and your location (based on your Internet Protocol ("IP") address). This information is useful to us for troubleshooting and helps us understand usage trends.
We will not share this information with any third party without your permission. If you no longer wish to allow us to track or use this information, you may turn it off at the device level. Please note, the application may not work properly.

User provided information

If you choose to create an account with us, we will request - your name and email address to set up your account. We will also use your email to keep you informed of the progress of any hardware orders, to send you a link to reset your password if you forget it, and to let you know if you win any prizes in our competitions. We may also send you updates on how you are progressing in our games, which you can easily opt out of by hitting the ‘unsubscribe’ link at the bottom of the email. We will collect your postcode, to determine your eligibility for offers and use of our apps based on your location, and for academic purposes if you are taking part in our demand response trial with Northern Powergrid.

App Data Collection

Whenever you use our apps, we collect data about your interactions with the app. This information is collected for the purpose of providing you our Services and improving them. This data is stored within Microsoft Azure.

Collection of other Data

We may also acquire information from you through your participation in surveys regarding the Service.

Northern Powergrid demand response trials

If you live in the North East of England, you may be eligible to take part in our demand response trials with Northern Powergrid. If you choose to take part, and request your free energy monitoring hardware from us, we will collect information about your home, your age, your phone number, and how you heat your home. This is to assist in our and our partners’ research into demand response, as well as to improve our Service. We will also request your address, so we can mail your hardware. We may also request data on your community group membership, to understand how successful our marketing has been and for academic research purposes. More details on the privacy policy for our project with Northern Powergrid can be found here.

Social media information

If you get in touch with us via social media, and give us your name or account details, then this information will be available to us - we will only use this for responding to your queries.

Paypal account emails

If you win a prize through one of our competitions, then we will need your PayPal account details to be able to send you the prize money.

Energy Usage Data

If you are eligible, and choose to request free energy monitoring hardware from us, our partners Hildebrand Technology ltd will collect energy usage data via the internet and transmit this to our servers securely. This data is collected for the purposes of providing the Service, to understand the impact of our Service on your energy use, and for research purposes. Your anonymized energy data may be shared with our research partners, Newcastle University and Northern Powergrid, to evaluate the demand response and energy reducing impact of our Service.

Tracking Technologies

We or analytics service providers use technologies such as cookies, beacons, scripts, and tags to identify a user's computer/device and to "remember" things about your visit, such as your preferences or a user name and password. Information contained in a cookie may be linked to your personal information, such as your user ID, for purposes such as improving the quality of our Services, and making the Service easier to use. You can disable cookies at any time, although you may not be able to access or use features of the Service.

Mobile Analytics

We use mobile analytics software to allow us to better understand the functionality of our Mobile Software on your device. This software may record information such as how often you use the application, the events that occur within the application, aggregated usage, performance data, and where the application was downloaded from. We do not link the information we store within the analytics software to any personal information you submit within the mobile application.

Third Party Services

Our services may contain third party tracking tools from our service providers, examples of which include Google Analytics. Such third parties may use cookies, APIs, and SDKs in our services to enable them to collect and analyze user information on our behalf. The third parties may have access to information such as your device identifier, MAC address, IMEI, locale (specific location where a given language is spoken), geo-location information, and IP address for the purpose of providing their services under their respective privacy policies. Our privacy policy does not cover the use of tracking tools from third parties. We do not have access or control over these third parties.

How We Use Information

We use information collected through our Service for purposes described in this Policy or disclosed to you in connection with our Service. For example, we may use your information to:

  • create user accounts and allow users to use our apps;

  • operate and improve our Service;

  • perform research into the performance of our Services to change your energy use;

  • understand you and your preferences to enhance your experience and enjoyment using our Service;

  • respond to your comments and questions and provide customer service;

  • provide and deliver products and services you request;

  • send you related information, including confirmations, notifications, technical notices, updates, security alerts, and support and administrative messages;

  • communicate with you about promotions, rewards, upcoming events, and other news about products and services offered by Us;

  • enable you to communicate with Us;

  • link or combine it with other information we get from third parties, to help understand your preferences and provide you with better services.

Disclosure of Your information

We do not share your personal information except as approved by you or as described below:

  • We may release your information as permitted by law, when we believe that release is appropriate to comply with the law; investigate fraud, respond to a government request, enforce or apply our rights; or protect the rights, property, or safety of us or our users, or others.

  • We may share aggregate or anonymous information about you with business partners, sponsors, and other third parties.

Changes to this Policy

GenGame reserves the right to change this Privacy Policy as we may deem necessary from time to time or as may be required by law. Any changes will be notified to you when you next use our service and you will be asked to agree to the new policy to progress.


We take reasonable measures to protect your information from unauthorized access or against loss, misuse or alteration by third parties. Although we make good faith efforts to store the information collected on the Service in a secure operating environment that is not available to the public, we cannot guarantee the absolute security of that information during its transmission or its storage on our systems. Further, while we attempt to ensure the integrity and security of our network and systems, we cannot guarantee that our security measures will prevent third-party "hackers" from illegally obtaining access to this information. We do not warrant or represent that your information will be protected against, loss, misuse, or alteration by third parties. No method of transmission over the Internet, or method of electronic storage, is 100% secure. Therefore, we cannot guarantee its absolute security. In the unlikely event that we discover a breach of data, we will contact the relevant authorities and notify you.

Access to Personal Information

You may request that we inform you of what personal data we hold about you. You can do this be emailing us from the email address you used to set up your account to and requesting we share this with you. We will respond to your access request within one month of receipt.

Keeping personal data up to date

Under Data Protection Regulations, we have a duty to keep your personal information up to date. If any of your personal information changes, please contact us to let us know, by emailing and letting us know the changes you would like us to make.

Data Retention

We will retain your information for as long as your account is active or as needed to provide you services. If you wish to cancel your account or request that we no longer use your information to provide you services, you should contact us at, with a simple message such as ‘please delete all my personal data’ from the email address you have used to set up your account. Otherwise, we will retain and use your information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements; and will delete data for users that not logged in or used our services within more than a 6 month period.